Capturing the Millennial Through Customized Spa Experiences
By Victor Bennett Chief Operating Officer, Suite Spa | July 2015
According to the US Census, in 2015 there are 92 million millennials in the marketplace. They range from 18-35 years-old and are presently the largest demographic age group. Jen Usery of the Worthgroup, a leading hospitality architect and design firm, conveys that millennials are expected to represent 50 percent of all travelers in 2015 – 50 percent!
The travel industry predicts that millennials will incrementally out spend any other age group on travel services in the next 12 months. Millennials' fervor for wellness, search for novel experiences, and social media and technology, are driving hotels to create new brands or to tweak existing culture to address the unique needs of this age group. Hotel spas are strategically positioned to provide just what the millennials are looking for.
When they focus on wellness, address the potential and pitfalls of a lifestyle of saturated technology, and create customized spa experiences, it can increase ROI, guest experiences and satisfaction.
Millennials are Dedicated to Wellness
Though they have lower employment rates and lower incomes than the other groups, they do spend money on the things they value, and they value wellness. As an example, over the last four years, millennials' spending on overall apparel and footwear has steadily dropped, while they regularly chose to spend more on athletic gear (Goldman Sachs – Company Data Personal Consumption Expenditures). From the bands on their wrists, they track every step, every heartbeat, every hour of rest and every calorie. Fitness is very important to them - a lifestyle of exercise and eating right shapes their choices. Millennials are more willing to pay for fresh and healthy food and are the drivers of today's "food movement". Organics, antioxidants, probiotics, hormone and GMO-free are part of their routine vernacular.
Millennials are Relationally and Technologically Connected and "Wired"