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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