Millennials Are Changing Meetings

By Kelly Parisi Solutions Development Manager, Spear One | September 06, 2015

A generation of 'immediate gratification' often comes to mind when considering the Millennial stereotype. Rapidly-changing needs and preferences. Consumed with technology and over-socialized content. Distrust of traditional media and advertising. Yet, the Millennial demographic should not be overlooked.

According to Forbes, Millennials represent over a quarter of the population in America and hold $200 billion in annual buying power. To date, about 55 million "Millennials" (16-34 year-olds) form the largest share of the U.S. civilian workforce – surpassing 53 million in "Generation X" (35-50 year-olds), 44 million "Baby Boomers" (51-70 year olds), and 5 million of the "traditionalist" generation. With these non-traditional innovators influencing the market, hotels are wondering how to evolve and cater to this new audience.

Millennials Are Important for Brands

Elite Daily, an online news platform with over 74 million monthly unique visitors, published "Millennial Consumer Study" in 2015, surveying 1,300 Millennials on various consumer-related topics. The study debunked a common myth, revealing that Millennials (60 percent of those surveyed) are actually very loyal to brands. If hotels ignore Millennials now as they are just starting to buy, it will be harder to capture their loyalty in the future.

How do you capture their attention? Understand their values and interests? Hotels must act fast to recognize these new buyers' needs and adapt accordingly. And while points, perks and brand consistency are nice, Millennials are asking hotels to reach beyond the traditional loyalty program.

Authenticity and Your Own Backyard

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Sherri Merbach
Matt Schwartz
Eugenio Pirri
Stephanie Hilger
Dennis Rizzo
Brandon Billings
Bruce Seigel
Dean Minett
Robert M. O'Halloran
Suzanne McIntosh
Coming up in April 2019...

Guest Service: A Culture of YES

In a recent global consumers report, 97% of the participants said that customer service is a major factor in their loyalty to a brand, and 76% said they view customer service as the true test of how much a company values them. And since there is no industry more reliant on customer satisfaction than the hotel industry, managers must be unrelenting in their determination to hire, train and empower the very best people, and to create a culture of exceptional customer service within their organization. Of course, this begins with hiring the right people. There are people who are naturally service-oriented; people who are warm, empathetic, enthusiastic, pleasant, thoughtful and optimistic; people who take pride in their ability to solve problems for the hotel guests they are serving. Then, those same employees must be empowered to solve problems using their own judgment, without having to track down a manager to do it. This is how seamless problem solving and conflict resolution are achieved in guest service. This willingness to empower employees is part of creating a Culture of Yes within an organization.  The goal is to create an environment in which everyone is striving to say “Yes”, rather than figuring out ways to say, “No”. It is essential that this attitude be instilled in all frontline, customer-facing, employees. Finally, in order to ensure that the hotel can generate a consistent level of performance across a wide variety of situations, management must also put in place well-defined systems and standards, and then educate their employees about them. Every employee must be aware of and responsible for every standard that applies in their department. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.