How To Attract the Millennial Market? Trends to Watch

By Lorraine Abelow Founder & President, Abelow PR | February 18, 2018

What draws the demanding Millennial market to luxury travel experiences? Since they work hard and play hard, these travelers seek adventure in an authentic environment -- be it city or resort property. In today's digital environment, it is vital to secure coverage in the outlets that are meaningful to them from Outside Magazine to Huff Post to Skift. 

Highlights To Follow:

1. What Is The Most significant Trend for 2018?

Experiential and authentic travel are the buzzwords that tickle their fancy. Not just going to the same hotel or destination, they are looking for new places to stay that resonate with their tastes. Even in the private jet sector, people aren't repeating the same routes. Customers are actively seeking out new and different places all the time and a top travel public relations agency can get you exposure to appeal to their new instincts. The growing affluent market is looking to expand their horizons.

2. Which Destinations Should You Monitor?

Traditionally, it's those inveterate travelers following The Rough Guide that pioneered destinations, and luxury followed. That continues to be the case with many destinations such as Costa Rica, but there are new places where luxury is coming in first and fast like Nicaragua. The same applies to Vietnam and Bali. Each has a number of world-class resorts that have opened up recently. Nicaragua recently opened a new private jet airport catering to this segment of the market. It's like Costa Rica was several years ago.

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Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.