6 Trends To Help You Attract Millennials
Born between 1981-1997, Gen Y aka Millennials have disrupted the way traditional hospitality businesses operate. Driven by feelings of wanderlust and the desire to experience all that the world has to offer, Millennials are naturally expressive storytellers on a quest to find the next meaningful chapter in their lives.
Heavily outspoken, this younger generation uses their digital prowess to communicate their opinions and feelings online and via social media. This makes them important PR advocates to hotels and restaurants alike.
Here are 6 trends to help you attract your biggest target group – Millennials:
Trend 1: Global to local
Gone are the days when hotels and restaurants could get by with providing standardised experiences at all of their locations around the world. This may have worked a few years ago with the older generation of consumers, but sights have shifted from familiarity to diversity.
Millennials who now make up the largest target group for hospitality businesses are looking for new experiences wherever their travels take them.
They possess the desire to learn more about the local culture and community. Hotels & restaurants that provide this local connection have a much greater appeal to young Millennials.
Large scale hotel chains like Marriott, Radisson Blu, Hilton and Starwood have already started adjusting their business models to adapt to this distinct trend.
Marriott International recently launched a smaller boutique-like hotel range under the name “Moxy”. The Moxy Hotel in London imitates the vibrance and energy of the city in its colorful interior and fun communal spaces to emphasise a sense of community.
Radisson Blu also adapted to the “global meets local” trend by introducing Radisson Red. The digitally-driven range of hotels meets the younger generation’s need for customisation. From check-in to personalising room amenities based on your preferences, everything can be controlled through a simple mobile device.
Lindemann’s Hotel is also adapting quickly to this trend. Through their playful city branding, they highlight the essence of the city and evoke in their guests a strong connection to the local community.
“Born between 1981-1997, Millennials have disrupted the way traditional hospitality businesses operate. …”
Trend 2: Community
A sense of community is evident amongst the Millennial generation. As more of them enter the workforce, the demand for open work spaces is increasing. This younger generation of travellers look for open spaces where they can work on their laptops and still be surrounded by the hustle and bustle of the hotel or restaurant. They may not have the intention to socialise with others, but they want that choice to be available to them. A common trend adopted by hotels has also been to downsize guest rooms to make the communal spaces the highlight of the hotel’s experience. That being said offering high-speed internet, 24/7 snack and drink facilities, and amusement facilities in a unique and design-conscious environment have become a must.
Trend 3: Bleisure travels
“Bleisure” travelling has become a booming trend in the hospitality industry. Millennials have started attaching greater value to business-travel commitments and often use them as opportunities to extend their trips for personal leisure time. According to Booking.com’s 2017 trend report, 49% of business travellers extend their business trips to enjoy the destination. Additional findings revealed 30% of travellers would even opt for a lower paid job if it meant they could travel more for work. This is an implication that offering leisure activities such as city tours, wine-tasting excursions, or even water sport activities could be the key to attracting more members of this active generation.
Trend 4: The Green movement
The health movement is in full upswing as more millennials move towards a more health-driven lifestyle. This movement goes hand in hand with sustainability and green living as more and more millennials also admit to choosing places to stay or eat based on their eco-friendly stature. That being said, many hospitality businesses are making it a point to introduce healthy menus in their restaurants, offer fitness and spa facilities, and use energy-saving amenities such as solar panels and automated light switches in their guest rooms.
The Conscious Hotel in Amsterdam is a great example. Each one of their locations offers their guests a unique experience in an all-rounded sustainable and eco-friendly hotel.
Trend 5: Building trust
As a socially-driven group, it comes as no surprise that Millennials not only base a lot of their travel decisions on recommendations of friends and family but also on reviews posted on social media and platforms like Yelp and TripAdvisor.
To put it statistically:
- Millennials rated friends, family and coworkers as their most trusted source of information on where to stay when travelling, marking word-of-mouth 83% trustworthy
- Review websites such as TripAdvisor were rated 81% trustworthy, followed by OTAs with 76% trustworthy
- In addition, 54% of TripAdvisor’s global users said they would not book a hotel that has no reviews
- This is followed by 65% of users saying they are more likely to book a hotel which response to traveller reviews
Millennials expect authentic experiences, which means hospitality businesses, be it hotels, restaurants or even bars need to live up to what they promise online. Therefore, checking in with customers during and after their stay is vital- also as a way to avoid negative reviews from appearing online as well as to improve your customer retention.
Trend 6: Digital booking
Heavily attached to their technological devices, Millennials increasingly use them to make bookings and search for information to help them make travel choices.
- 21% of Millennials said they had used their tablets to book places to stay within the past year (2016)
- 55% reported using their smartphones to book accommodations
- 87% of Millennials said they also used a home computer to book, and that it remained the preferred method of booking
- 88% of travellers with smartphones said they would switch to another site or app if yours doesn’t satisfy their needs
It can’t be stressed enough that all websites should be optimised for mobile and tablet screens, be visually appealing and be informative and convincing enough to meet customers search demands.
As millennials with the expertise and deep understanding of this generation, Super Hospitality is committed to helping hospitality businesses seize control of the trends and attract the attention of this visually-oriented, experience-seeking generation. All you have to do is get in touch and we’ll take care of the rest!