When it Comes to Millennials, Bet the House on Las Vegas

By Brian Wise Sales Manager, Infor CX | November 25, 2018

Hospitality marketers are currently facing a more challenging landscape than ever when it comes to attracting and appealing to millennials. The methods used for generations past are proving to be irrelevant for this current audience, not just in where they are going, but why. A recent article from Gary Green, renowned casino expert and host of "Casino Rescue," depicts this conundrum as it relates to one of the most famous vacation destinations – Las Vegas.

Gary states, "A new breed of visitor is showing up (in Las Vegas) … to enjoy the good rooms, food, and shows but ? and this is where it hurt ? not to gamble." Because of that, Gary concludes ". . . Millennials are NOT flocking to casinos; nor should anyone with a grasp on reality expect them to … or spend a lot of money to attract them."

But, as famous baby boomer, Kevin Costner, said before setting off on his own construction spree in one of his signature roles: "If you build it, they will come." This same motto that inspired Kevin Costner's character can now be used to attract millennials – to Las Vegas, or any other destination.

It is first important to understand who the millennial traveler is. No one explains this better than Resonance Consultancy in their 2018 Report, The Future of US Millennial Travel, which concluded millennials ages 20 to 36 prefer urban locations, included amenities and an abundance of activity options.

Viva la Cities?

Per the report, over the next two years, millennials are just as likely to flock to a major metropolitan city (38 percent) as they are a beach resort (40 percent). According to World Travel Monitor, city trips soared by 82 percent between 2007 and 2014, with 2007 being the year when older millennials graduated college and entered the workforce.

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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.