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 June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.