Is your hotel ready for the millennial traveler?
Before we go any further, let’s first make sure we’re on the same page about who we mean when we use the expression ‘millennial traveller’.
Millennials, also more commonly known as Generation Y or Next Generation, are people who were born between the early 1980s and early 2000s. They make up around 20% of international travelers and are estimated to account for more than 20% by 2020. 320 million international trips.
Phew. Those are some staggering numbers right there! No wonder hotels woo them with everything they’ve got. But despite all the effort they are putting in, do hotels really have what millennials want? Do you know what Millennials are looking for?
If you’re not quite sure, let me give you some hints.
Clue #1: Technology is your life force
Technology is to Millennials what water is to fish: life itself. The benefits that most of us consider nice to have—Internet, Wi-Fi, high-speed mobile data—are essential to the way you live.
What this means for hotels
According to a report, nearly 71% of millennial travelers ranked free Wi-Fi as an important factor when choosing a hotel. So hotels, pull up your socks and implement the technology for yourselves. Or they are likely to approach your competitor and book a room with them.
Hint #2: Millennials love their smartphones
‘Technology at your fingertips’ is an expression that Millennials take very seriously. You’ll likely go hours without food or water, but not without checking your smartphone. Work, play, chat, network, email, watch videos and stay up to date with the news using your phone. Other more complicated actions like booking tickets, making hotel arrangements, and paying bills can also be handled proficiently with your phone.
What this means for hotels
It is absolutely imperative that hotels invest in superior mobile technology, starting with a website that adapts to different screen sizes and resolutions. With more than half of millennial travelers using mobile devices to discover and book hotels, the hotel industry is paying a heavy price for not investing in a mobile-responsive website. You may also want to consider getting an app for your hotel, to facilitate features like mobile check-in, checkout, payments, and cash loyalty points.
Clue #3: Millennials Are ‘Social’ Creatures
Generation Y is often criticized for shying away from the forms of social interaction that their parents liked. They are considered aloof, aloof, and a bit asocial. But the truth is, Millennials tend to connect with each other, just not in ways that are familiar to us. The online world, especially social media, takes precedence in your social life. Facebook, Twitter, What’sApp, GChat and Snapchat is where they hang out, check in, upload photos, start conversations and share details of their lives.
What this means for hotels
With social media being one of the biggest influencers in a Millennial’s life, hotels must make a concerted effort to have a presence on multiple platforms. In fact, they need to go beyond the token Facebook and Instagram page and build an online community. Communicate with your audience, engage them, solve their problems and invite them to leave comments. An active social media profile inspires confidence among Millennials and is likely to earn you extra points in the long run.
Clue #4: Millennials put a lot of trust in peer reviews
Generation Y is a suspicious bunch and they can recognize a marketing gimmick from a mile away. For this reason, they rely heavily on “peer review” to gather information about a place. Whether they’re shopping for a new device or trying out a neighborhood restaurant, you’ll see them reading reviews before deciding to do anything. They consider it a more authentic and ‘real’ source of information. And you can be 100% sure that they will read about your hotel before they decide to stay there.
What this means for hotels
Don’t try to sponsor or mislead the Millennial traveler. All of your online properties (website, blog, social media profiles) must display accurate information, accompanied by up-to-date images. If you are offering a sale or discount, state the terms in black and white. Encourage your visitors to leave you a review on platforms like Trip-advisor or your Facebook page; encourage the process, if necessary. If you receive a negative review, please take steps to address it and resolve the situation.
Millennials don’t expect you to be flawless. However, they expect you to be transparent and honest. Bugs are an inevitable part of your industry, and if you’ve taken every step possible to correct the problem, you’ll be forgiven. Otherwise, you’ll find yourself on the receiving end of a nasty review posted for all the world to see.
Clue #5: Millennials Like Bleisure
Generation Y is relatively free of responsibilities at home and more open to business travel. Unlike the previous generation, however, nearly 62% of millennial travelers will extend their business vacation to explore the area and gain cultural experiences.
What this means for hotels
Gone are the days when that lonely desk in the hotel room took care of any “business needs” travelers had. Millennials don’t like working inside their bedrooms. This is the generation that goes out to a coffee shop to sit with their laptops and work for hours. They have popularized the concept of the ‘third space’, separate from home and office. Design hotel lobbies to meet this demand, so when you’re looking for a place to work, you don’t have far to go.
Clue #6: Millennials are looking for authentic experiences
Despite how preoccupied with the cyber world may seem, millennials are always looking for unique and meaningful travel experiences. They want your stay to be personalized and will not pass up an opportunity to learn something valuable. Not content with hitting the high points of a tourist destination, they crave interaction with the locals and enjoy immersing themselves in a variety of cultural experiences.
What this means for hotels
Reject the cookie-cutter approach to the services you offer your guests. Offer them a genuine travel experience that is immersive, interactive and hands-on. Don’t just take them on a regular sightseeing tour that shows the city from behind the windows of a bus or car window. Take them to meet local artisans, show them the way to the trendy underground bar, and expose them to interesting customs and traditions. That is the only way to add true value to your life and create an experience that you will cherish for a lifetime.
There is no denying that Millennials are driving the hospitality industry in full force. They already account for a third of the world’s hotel guests, and by 2020, the number is expected to rise to 50 percent.
To keep up with the growing demands, hotels must show a willingness to evolve and reinvent themselves. They need to break away from traditional ways of operating, revise their marketing strategy, and select unique experiences for Generation Y.
Plus, it’s in their interest for hotels to up their game. By updating their offerings, hotels stay relevant within the industry and are equipped to meet the demands of changing times. Millennial travelers are every industry’s dream revenue earner, and by serving them, hotels are ensuring a strong revenue stream for decades to come, at least.