Before I go any further, let's first make sure we are on the same page about who we are referring to when we use the phrase "millennial traveler".
Millennials, also more commonly referred to as Generation Y or Generation Next, are people who were born between the early 1980s and the early 2000s. They make up about 20% of international travelers and it is estimated that by 2020 they will account for more than 320 million international trips.
Pfu. These are some amazing numbers right there! No wonder the hotels court them with everything they have. But with all the effort they make, do hotels really have what Millennials want? Do they even know what Millennials are looking for?
If you are not quite sure, let me leave you some tips
Tip # 1: Technology is their lifeblood
The technology is for Millennials what fishing water is – life itself. The benefits that most of us consider good – Internet, Wi-Fi, high-speed mobile data – are essential to their lifestyle.
What does this mean for hotels
According to a report, nearly 71% of millennial travelers believe that free Wi-Fi is an important factor when choosing a hotel. So hotels, pull your socks off and put the technology in place. Or they are likely to contact your competitor and book a room with them.
Tip # 2: Millennials love their smartphones
& # 39; Technology at your fingertips & # 39; is an expression that is taken very seriously by the Millennials. She is likely to walk for hours without food and water, but not without checking her smartphone. He works, plays, chats, networks, writes emails, watches videos and keeps up to date with the news on his phone. Other more complex actions such as booking a ticket, arranging a hotel and paying bills can also be handled competently by his phone.
What does this mean for hotels
It is absolutely imperative that they want to invest in superior mobile technology, starting with a website that adapts to the different screen sizes and resolutions. With more than half a millennial of travelers using mobile devices to find and book hotels, the hospitality industry is paying a heavy price for not investing in a mobile responsive website. You may also consider getting an app for your hotel to facilitate features like mobile accommodation, check-out, payments and loyalty points.
Tip # 3: Millennials are Social & # 39; creatures
The Y generation has often been criticized for shaking the forms of social interaction their parents love. They are considered alienated, assertive and a little bit social. But the truth is that Millennials tend to relate to each other, not in ways that are familiar to us. The online world, especially social media, has an advantage in their social lives. Facebook, Twitter, WhatsApp, GChat, and Snapchat are where they go out, check themselves out, upload photos, start conversations, and share details of their lives.
What does this mean for hotels
Given that social media is one of the biggest influencing factors in the life of the millennium, hotels need to make a concerted effort to be present on different platforms. In fact, they need to go beyond the Facebook and Instagram pages in the tag and build a community online. Visit your audience, engage them, solve their problems, and invite them to leave reviews. An active social media profile inspires confidence among Millennials and is likely to earn browser points in the long run.
Tip # 4: Millennials have great faith in peer reviews
Generation Y is a suspicious lot and they can recognize the marketing trick of a kilometer away. For this reason, they rely heavily on peer review & # 39; to collect location information. Whether they're buying a new widget or trying out a neighborhood restaurant, you'll see how they overwhelm reviews before you decide to do something. They consider it more authentic and genuine & # 39; a source of information. And you can be 100% sure that they will read about your hotel before deciding to stay there.
What does this mean for hotels
Do not try to patronize or deceive the millennial traveler. All your online properties (website, blog, social media accounts) should show accurate information, accompanied by up-to-date photos. If you are offering a deal or a discount, please indicate the terms in black and white. Encourage your visitors to view you on platforms such as Trip Advisor or your Facebook page; stimulate the process if necessary. If you receive a negative review, take steps to resolve it and resolve the situation.
Millennials don't expect you to be flawless. However, they expect you to be transparent and sincere. Mistakes are an inevitable part of your industry and if you take all possible steps to resolve the problem, you will be forgiven. Otherwise, you will end up in the receiving end of a nasty worldwide review.
Tip # 5: Millennials are in Bleisure
Generation Y is relatively unrestricted from home responsibilities and is more open to business trips. However, unlike the previous generation, almost 62% of millennial travelers will extend their business vacations to explore the place and gain cultural experiences.
What does this mean for hotels
Gone are the days when the lone desk in the hotel room takes care of all business needs. that travelers had. Millennials don't like working inside their rooms. This is the generation that sets foot in a cafe to sit with their laptops and work for hours. The concept of third space, regardless of home and office, is popularized by them. Design hotel lobbies to meet this demand so that when they go in search of a place to work, they don't have to go very far.
Tip # 6: Millennials are looking for authentic experiences
Despite what may seem like a concern to the cyber world, Millennials are always looking for unique and meaningful journeys. They want their stay to be personalized and gain the opportunity to learn something valuable. Not content with hitting the high spots of a tourist destination, they crave interaction with locals and enjoy immersing themselves in a variety of cultural experiences.
What does this mean for hotels
Reject the cookie cutter approach to the services you provide to your guests. Offer them a true travel experience that is immersive, interactive and practical. Don't take them on a regular sightseeing tour that shows the city behind the windows of a bus or car. Take them to meet the local artisans, show them the way to the thighs and what's going on in the underground bar and expose them to interesting customs and traditions. This is the only way to add true value to your life and create an experience that will be valued for life.
We will not deny that Millennials run the hospitality industry at full strength. They already represent one third of hotel guests worldwide, and by 2020 the figure is expected to rise to 50 percent.
In order to keep up with the growing demands, hotels need to be willing to evolve and reinvent themselves. They should put aside traditional methods of functioning, rethink their marketing strategy, and curate unique experiences for Generation Y.
In addition, it is in their greatest interest that hotels play. By updating their offers, hotels remain relevant within the industry and are equipped to handle the demands of changing times. Millennial travelers are the cash cow every industry dreams of, and by caring for them, hotels provide a solid revenue stream for at least the next few decades.