How to Drive Group Sales From Gen-Y

By Trevor Lynn Chief Marketing Officer, Social Tables | September 11, 2016

From content consumption to meeting and function room design, millennial mindset will continue to be the primary change agent at properties.

Millennial: It’s a buzzword that we see in just about every article today, but there’s good reason for that. By 2025 millennials will make up over 75% of the workforce, which means they’re an ever growing portion of hotel guests, attendees, and the event planners you’re trying to reach. Asking how to reach millennials today, is really more like asking how to connect with the dominant mindset in hospitality ( and every other industry for that matter ).

Anyone associated with the meetings industry is being challenged like never before to meet the needs of this new generation of meeting attendee, planners most of all. The impact of the millennial mindset can be felt in meetings and at properties across every piece of the operational puzzle.

In this article, we’ll dive into the ways properties can reach millennials with more targeted content, and practical room-set design options and functionality.

Content Consumption

By now, properties are firmly planted in the social media world and they’ve been experimenting with content marketing in recent years. But events and hospitality are lagging far behind other industries when it comes to targeting content to millennials.

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Joey Yanire
Scott  Watson
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David C. Marr
Coming up in January 2018...

Mobile Technology: Relentless Innovation

Technology has become a crucial component in attracting and retaining hotel guests, and the need to enhance a guest’s technology experience is driving a relentless pace of innovation. To meet and exceed guest expectations, 54% of hotels will spend more on technology in 2018, and mobile solutions in particular will top the list of capital investments. Many hotels are integrating mobile booking, mobile keys, mobile payments and mobile check-in into their operations. Other hotels are emphasizing the in-room experience, boosting bandwidth and upgrading flat screen TVs to more easily interface with guest mobile devices. And though not yet mainstream, there are many exciting technology developments on the near horizon. The Internet of Things (loT) is taking form in some places, and can be found in guest room control systems, voice activation systems, and in wearable sensors that can be used for access and payment options. Virtual reality headsets are available at some hotels so guests can enjoy virtual trips to exotic locations or if off-property, preview conference facilities and guest rooms. How long will it be before a hotel employs a fleet of robots for room service, or utilizes a hologram as a concierge, or installs gesture-controlled walls that feature interactive digital displays? Some hotels are already using augmented reality for translation services, or interactive wall maps, or even virtual décor. This pace of innovation is challenging property owners and brands to stay on top of the latest technology trends while still addressing current projects. The January Hotel Business Review will explore what some hotels are doing to maximize their opportunities in the mobile technology space.