What does the Millennial market segment mean for Hotels?
When you think about millennials, what do you think you know? For starters, you probably assume that technology is important to this group, and you’d be right. They’re used to it—they’re digital natives after all. They’ve led their whole lives with devices, from laptops to smartphones and tablets. So, when as a marketer, you’re thinking about how to reach millennials, certainly the digital journey has to figure into things.
But there is another personality and generational traits that you need to be aware of to make those connections with millennials. For starters, they’re much more cautious than previous generations and less likely to be swayed by traditional advertising. However, they will engage with some forms of Social Media content, such as Facebook, Instagram, and Twitter advertisements. But they’re used to digging around for what they need on a variety of channels.
The New Feel-Good Marketing
When we talk about Millennials today, we have to see this segment in a perspective and a context that is relevant for new innovative marketing strategies.
According to the U.S Census Bureau Millennials are born between 1982-2000. This covers an age span from 19 – 37. I don’t know if crushed some Hotels image of how they view millennials today. It is not just a group of youngsters between 19-25 year.
Millennials represent today a group with over $100 billion in spending power.
When it comes to the youngest group of Millennials 100% of people between 19-25 uses the Internet, and 98% have a smartphone. And every third person in this group is more likely to use the Internet on a mobile device. 66% of Millennials are confident that they find relevant Hotel information on their mobile devices.
Nearly 60% wants to achieve more than others, 40% are convinced they will succeed in life and 37% like to stand out from the crowd.
Millennials tend to pay more attention to health, wellness, mindfulness, and lifestyle.
And this group tends to look for meaningful micro-moments that add value to their experience.
By 2020 Millennials will represent more than 50% of the workforce and their purchasing behavior is related to the customer experience.
Aim for Excellence
Millennials are looking for personalized experiences, digital convenience and relevant information on Social Media.
One interesting aspect of Millennials is that they use their smartphones to take pictures all over the Hotel, and they share it with their community. This is where Hotels need to pay attention because often people in their community will engage with them and share valuable tidbits like ‘Next time I want to come with you’.
Though as Hoteliers we have to keep our eye on our target. Service excellence is something that is required for every guest.
What else? This graphic explains it.
5 Steps to Creating a Millennial Marketing Strategy [Infographic]
Be flexible and identify new ways to make guests happy.
As guest behavior and pattern continues to evolve, expectations will continue to rise. Navigating these changes can be challenging. Learn more about how we can help your Hotel.
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Our Social Media Management team has refined these processes to help Hotels. Contact us today to learn more.
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Try something new it will magnetize your Hotel!
Be flexible and identify new ways to make guests happy.
As guest behavior and pattern continues to evolve, expectations will continue to rise. Navigating these changes can be challenging. Learn more about how we can help your Hotel.
Credit
A special thanks to Jessica with Ghergish & Co for collaborating on this article.
Salesforce is the world’s #1 customer relationship management (CRM) platform.
About the author
Are Morch is the founder and owner of Are Morch – Hotel Marketing Coach. Get more from Are on Facebook | Twitter | LinkedIn | Pinterest | Instagram| Podcast
