The new year is here and we are already seeing a new direction for the industry in terms of being shaped by a specific demographic of traveler as well as some marketing and amenity trends coming to fruition. The year is young, so if you are not capitalizing or focusing on these trends yet, now is the time to change your game plan.
Millennials Matter
First and foremost, it is imperative that you dive into marketing to millennial’s idea right away. This demographic of travelers is really starting to take over the industry and it is going to cause some massive changes not only this year but for many years to come. Unlike previous generations, there are certain aspects of travel that will make millennials outright avoid a property, or, on the other hand, create an everlasting loyalty.
To start with, the green movement is a very big deal to this generation. With popular political figures like Rep. Alexandria Ocasio-Cortez (D-N.Y.) pushing the green movement, it is now more important than ever for any hotel hoping to appeal to this demographic that green policies be in place and openly touted.
Two other “needs” for millennials when traveling is technology and inclusiveness. Millennials love being immersed in the local culture, so that should be a theme of the hotel whenever possible. Internet and free WiFi are usually a part of most properties these days, but the connection better be both quick and reliable if you want millennials to book rooms. This generation lives on the internet and if they are not able to post or do not deem your property to be worthy of an Instagram moment, your goose is cooked!
More Direct Bookings
Third-party travel websites are quickly becoming a thing of the past. Hoteliers are realizing that with better websites and marketing, they can stop paying sites like Hotels.com and Travelocity those big commissions. If your team has not revamped your website to create a seamless interaction with the guest, you better put that on the agenda very soon.
Additionally, social media and reviews are now key ways to drive traffic to the main website rather than relying upon OTA sites for bookings. While social media was once looked upon as a luxury for a property, managing the online presence of the hotel is quickly becoming a full-time position in the industry.
The Homestay Experience
It would be ignorant to think that Airbnb has not changed the hospitality industry. Personally, I think it provided a much-needed wakeup call for an industry that has been taking advantage of guests’ needs for far too long. Airbnb has forced the industry to take a deep look inside itself to realize service levels are what makes such a big difference in the average Airbnb and a hotel stay.
Upgraded service, however, is not the only difference Airbnb has made to the industry. Additionally, some properties are converting suites to Airbnb rentals. These rooms are taken out of inventory and sold as a homestay experience in a more regulated environment. For the Airbnb guest, this all but eliminates the big miss when they see one home or room in the pictures only to arrive and realize they have been taken by the host.
Is your hotel management team open to the new trends of the hospitality industry or are they resisting change and costing your property room nights in the process? If you want to find the top talent that will welcome in the new trends of the new decade, call JDI. Joseph David International is the leader among hospitality recruiters because we work hard to ensure the ideal fit for both the candidate and the client. For more information about our hotel management recruiting services, please click here.