Millennials…. Are They Worth The Focus?

By Hillary Bressler Fractional Digital CMO, PinchHit Partners | April 22, 2018

There is much talk about Millennials and how they are influencing the travel market.

As the largest living generation at the moment, they have received their fair share of focus from the tourism industry and any others that want  to buy into their attention.

Are they worth the focus? Let's take a look.

Millennials work to live, not live to work.  They like to travel frequently.  As travelers, Millennials are an adventurous demographic that seek authentic experiences, fueling their love for travel.

Millennials are predicted to have the most buying power within the next five years, but Generation X is still the reigning big spender when it comes to travel.  Millennials traveled 35% more in 2017, according to 2017 Portrait of American Travelers survey. This group is growing into more seasoned travelers.

Studies show that Millennials aren't spending money on cars, TVs and watches. They are renting scooters and touring Thailand, catching the best music festivals, or hiking Machu Picchu.  This should be music to the travel industry's ears.

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Coming up in April 2019...

Guest Service: A Culture of YES

In a recent global consumers report, 97% of the participants said that customer service is a major factor in their loyalty to a brand, and 76% said they view customer service as the true test of how much a company values them. And since there is no industry more reliant on customer satisfaction than the hotel industry, managers must be unrelenting in their determination to hire, train and empower the very best people, and to create a culture of exceptional customer service within their organization. Of course, this begins with hiring the right people. There are people who are naturally service-oriented; people who are warm, empathetic, enthusiastic, pleasant, thoughtful and optimistic; people who take pride in their ability to solve problems for the hotel guests they are serving. Then, those same employees must be empowered to solve problems using their own judgment, without having to track down a manager to do it. This is how seamless problem solving and conflict resolution are achieved in guest service. This willingness to empower employees is part of creating a Culture of Yes within an organization.  The goal is to create an environment in which everyone is striving to say “Yes”, rather than figuring out ways to say, “No”. It is essential that this attitude be instilled in all frontline, customer-facing, employees. Finally, in order to ensure that the hotel can generate a consistent level of performance across a wide variety of situations, management must also put in place well-defined systems and standards, and then educate their employees about them. Every employee must be aware of and responsible for every standard that applies in their department. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.