How Hotels Are Appealing to Millennials
Millennials are taking over the market and have edged out baby boomers. According to the U.S Census, there are over 83.1 million millennials and 75.4 million baby boomers. Millennials are now a new key segment of the market. Hotels everywhere have begun to make changes to appeal to millennials.
There are three major factors that appeal to millennials: customized experiences, digital convenience, and relevant information on social media.
Customized Experiences
Hotels are beginning to build their brands around particular experiences. For example, Westin built its brand around health and wellness. They offer health-focused menus, workout gear lending programs, and local running routes.
Marriott’s Renaissance brand is designing their hotels to match the neighborhood of each hotel’s location giving guests an authentic feel of the surrounding area. They also started Evenings at Renaissance, a free event featuring local craft beverages chosen by the hotel bartender.
Each 21C Museum Hotel, a boutique chain, features a contemporary art museum on each floor and each hotel is built in a restored historic building.
Digital Convenience
Most millennials have had internet their entire life, so Wi-Fi is a basic necessity. Many hotels have made the move to offering free Wi-Fi in all areas, including pool side.
Millennials are looking for convenience through apps. Apps could allow guest to select rooms, check-in through their phone, use their phone as a room key, or order room service before their arrival. 44% of millennials prefer booking their hotel services on their phone.
Social Media
Social media is a part of the daily routine for most millennials. Millennials rely on social media when determining where to book a hotel. Starwoods Hotels & Resorts hired social media influencers to promote its new Tribute line.
Millennials are more likely to post pictures of every aspect of their trips, including the hotel. Millennial guests will post pictures of the lobby, the room, the view from the room, amenities, basically everything, especially if it resonates with them.
Marriott International has gone as far as running its own studio to create short films, webisodes, and TV shows to promote its various brands.
Many hotels are taking it even further by creating brands where everything from the ground up is designed to appeal to millennials. One thing is for sure, millennials are changing the market.
What do you think of these new hotel brands and experiences?