5 Successful Tips on Managing Millennials in Your Hotel Workforce

By Rocco Bova General Manager, Chable' Resort & SPA | October 14, 2018

About 10 years ago I was working in India for the opening of a luxury hotel in New Delhi. It was then when I had my first share of this new, incredible generation.

I began studying everything I could on the subject, analyzing and comparing data available with real life examples, as they were to be the main source of labor for the hotel. And to my surprise, it was all correct… Millennials are really amazing people, only if you know how to handle them.

My research helped me in many ways to understand this so called 'new generation''. In reality this is exactly what I (Generation X) wanted to be 10 years earlier. So in fact, I created them.

Remember the days of the first mobile phones?? Big, bulky, heavy, with few and simple functions and short battery life. Well the answer to that and our wish was, small, light, with several functions and long battery life, because this is what we (Gen X), wanted. We wanted to be mobile, to work away from the desk, do more tasks in less time and thanks to the technology that we developed. It all happened!

I am not sure it makes sense to the readers, but it did to me at the time and still continues to. I have been reading and teaching my Millennial staff since, and frankly, all these wrong myths about them are, in many aspects, unfounded.

I don't agree they are difficult, I don't agree they want too much too fast and I don't agree they don't know what they want. What I do see, it's me, when I was their age, only with 100 times more resources (technology) at 100 times the speed.

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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.