How to Create Experience-Driven Hotel Properties for Different Age Groups
By Felicia Hyde Principal & Lifestyle Studio Director, H. Hendy Associates | January 20, 2019
From Baby Boomers to Gen Xers to millennials, to the ever-growing Gen Z cohort, businesses today are all working toward a similar goal: designing properties and marketing their brands to attract different age groups. While each generation has specific needs and expectations, one commonality remains – the desire to travel. Hospitality continues to draw in people of all ages and is the world's fastest-growing industry to-date, leaving hoteliers scrambling to determine what works best for their target demographic.
Essentially, hotel accommodation shouldn't be a one-size-fits-all environment, but rather a unique and vibrant destination that offers a customized experience. A destination that delivers on the wants, needs and desires of its core audience and local community.
So, how can hoteliers create successful experience-driven properties that cater to myriad age groups? To start, consider applying design strategies that multifamily and apartment communities nationwide have implemented that delivered on millennials' needs for memorable experiences and baby boomers' desire for community.
The following shed light on design strategies that cater to every age group.
Baby Boomers (and Empty Nesters)
With their children grown up and off to work or college, baby boomers and empty-nesters (1946 to 1964) are downsizing by selling their homes and moving into apartment communities. A few reasons this group chooses to forgo homeownership is the minimal upkeep, convenience, access to community amenities and the opportunity to explore new areas. Empty nesters have a newfound freedom and in addition to selling their homes, research shows that 44 percent are making it a priority to travel more once their children leave 'the nest'. That said, hoteliers should consider leveraging similar design strategies that attract this generation to multifamily properties, into their own hotels. Key design elements and trends include: