There is a new generation of business professionals and they are more technology savvy than ever. For hotel managers, they also present a significant portion of your business pool. If you want to capitalize on this market, the property must change its sales approach to cater to these individuals. This is an investment that will both pay off now and for years to come as the millennial generation earns more, climbs the corporate ladder, and has more disposable income.
Optimizing the Online Experience
Regardless of age, nobody wants to use a website that takes forever to secure a booking. This is the reason many hotels see more bookings via a third-party website rather than guests booking directly. From start to finish, searching for, finding, and booking a room should take a person about a minute. If it is taking longer than that, chances are they are either going to use a different website or find another hotel altogether.
This generation of traveler is also very visual. Point being, there should be more photos of the properties and room types available on every website that sells your rooms. With so much information available online, most travelers will not book a room at a new property unless they can clearly see what they are getting for their money. This means that in addition to the room, there should be photos or video tours available of the fitness center, pool, restaurant, lobby, business center, etc.
Take Advantage of the ‘Instant Gratification’ Mindset
Point clubs have worked for years with business travelers, but millennials would rather be rewarded on the spot when they spend their money. Keeping that in mind, offer several types of rewards clubs, with one being immediate rewards given during hotel stays. Offer immediate room discounts for extended stays or frequent guests. Work in other aspects of the property to guide them to spend money in all outlets, such as a 5% discount coupon for the restaurant or a free appetizer with a specific room booking.
Millennials, while wanting that instant gratification, have also proven to be willing to spend a little more to get a better overall experience. Keeping that in mind, upgrades should be offered both on the website and at the front desk when they are checking in.
Create a Social Media Friendly Environment
If you have an Instagram or Snap Chat account, you know millennials love to share their experiences right in the moment. Guests won’t share, however, if there is nothing unique or interesting about the property itself. Keep this in mind when creating lobby displays, food displays, room views, pool views, and meeting room setups. Give these guests a reason to put your hotel on their personal social media pages and help you advertise and sell the property to their social media circle.
Cater to Solo Travelers
More and more, we are seeing millennials travel for both business and pleasure solo. Solo millennial travelers reportedly make up more than 35 percent of the niche. With that in mind, create experiences at your property that welcome solo travelers, such as community happy hours and solo spa experiences. The front desk or concierge (as well as the hotel website) should have ample information available for entertainment and local dining options suited for the young solo traveler.
Follow Up
Millennials like to know their voice is being heard, so they, more than any other demographic, will likely leave a review for the property or interact with the property’s social media channels. Knowing that, make it a point to respond to comments and reviews in real-time when possible, but always within 24 hours. Unrecognized comments and reviews are a sure-fire way to turn off this very important demographic.
Is your hotel missing the boat when it comes to attracting millennial travelers? Need a Director of Sales and Marketing that better understands this demographic to drive sales for your property? Joseph David International has been successfully placing executive level hotel managers for more than a decade because we don’t just find candidates, we find the ideal fit for your property or organization. For more information about our hotel recruiting services, click here.
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