Welcoming a New Generation of Road Warriors
By Kevin Richards Chief Operating Officer, Legacy Ventures | June 05, 2016
By the year 2020, millennials will comprise over 50 percent of the U.S. population and they are poised to overtake previous generations in their zest for business travel. According to research conducted by the Global Business Travel Association (GBTA) millennials are nearly twice as likely to want to travel for business then baby boomers (45 percent to 26 percent, respectively). In addition, a strong majority of millennials, 57 percent, say technology can never replace face-to-face business meetings. So ready or not, here come the millennials, the next generation of road warriors, packing their smart devices and looking for b-leisure, that combination of business and leisure that is so important to the under 30s.
Like all previous generations, not all millennials are alike, but like other demographic groups there are certain characteristics and generational preferences that dominate. At the Glenn Hotel, a 110-room boutique hotel in the hub of downtown Atlanta's business and entertainment venues refered to as the Centennial Park District. We have honed our service and approach to be a favorite for millennials. We appeal to both business and leisure travelers seeking an urban experience, as well as locals who stop by the Glenn for a craft cocktail enjoying the view from the SkyLounge or a chef-inspired meal at Glenn's Kitchen. The Glenn is a short walk to the city's major sports stadiums and concert arenas, as well as restaurants and nightlife, but in a downtown market with more than 10,000 hotel rooms in less than a one-mile radius, The Glenn is continually adding to its offerings to be the millennial favorite.
A boutique hotel, The Glenn has identified five key preferences of millennial travelers and our staff works diligently to ensure we lead in all of these areas:
What do Millennials Really Want?
Connectivity - Millennials are twice as likely as other age groups to select a hotel for its free Wi-Fi. But to really satisfy this handheld technology-driven generation, you can't limit the number of devices a guest can use, and you must make sure the connection is powerful. At the Glenn our internet pipe is 100 mb, however, when increased bandwidth is required, our HSIA partner can provide a rapid boost in bandwidth via our point-to-point solution. This favorable solution enables us to provide the correct bandwidth when needed at an optimal cost to the property.
In addition to working remotely, 46 percent of millennials say they use social media while traveling to connect with friends, and don't forget their ongoing searches for everything from ride sharing to hip spots for dining and connecting. And of course, it helps if you are the place to be seen. The Glenn is often home to celebs and notables who can be seen enjoying tea in the lobby or an infused cocktail at the bar. With lots of cozy niches, The Glenn is a haven for an online chat or a selfie. In fact, the Glenn commissioned a local artist to paint a mural on its outside wall that has become the number one selfie spot in downtown Atlanta. The mural is a stylized rendering of the Atlanta skyline and can be found all over Twitter and Pinterest.