Bridging the Branding Gap: From Millennials to Boomers
By Yvonne Tocguigny Chief Creative and Strategy Officer, Archer Malmo | February 05, 2017
As a boomer, I'm in touch with what my generation looks for. My daughter, Laurel Pantin, a 29-year-old world traveler who has already ticked off twenty-one of the places on National Geographic's list of "50 Places of a Lifetime", probably travels more in one year than I have in my lifetime.
We compared notes on our top criteria when selecting hotels to see what attracts each of us. We agree that hotels building brands that aspire to appeal to both generations can and should walk the fine line between these five criteria.
Laurel: "I want to stay somewhere convenient to the things I want to do, but not in a super crowded, touristy area. In New York, that means staying downtown vs. Times Square. In London, I'd stay in Marylebone over Piccadilly. I also don't want to stay in a super out of the way neighborhood because it's hipster and cool, I'd rather a fair balance of convenience and hip-ness. The Bowery Hotel in New York strikes a great balance. It's near major subway lines, shopping, and restaurants, but isn't completely in the thick of it all.
Yvonne: "I choose hotels that I can count on being located near nice restaurants and amenities. The Ritz Carlton in Boston is a great example of this. I can relax about planning a trip because I know I can count on the hotel to put me in the center of beautiful parks, shopping and dining options.
Overall branding takeaways on location: What promise, if any, does your brand make when it comes to location? An oasis in the desert? Or the center of the oasis? Clarity and consistency on this is important to all audiences. But different generations want access to different types of locations. So your hotel's positioning around locations will either serve your existing brand or drive it in a new direction.