The Danger of Trying Too Hard to be Hip With Millennials
By Dave Spector Partner, Tambourine | June 12, 2016
Every generation and demographic has seen its share of gimmicky marketing and cringe-worthy advertising. Millennials are no different. With all the attention millennials have received as the current 'it' demographic, hotel brands are being challenged to come up with brilliant campaigns that they can relate to.
In this push for creativity, some brands go overboard by jumping on the latest slang, trend, social media platform, or celebrity du jour, with the brand coming off as desperate as a result. While we can all admire a brand that will bend over backwards to sell to the world's largest consumer group, they can end up doing the one thing that Gen Y hates the most: Trying too hard.
Hotels and companies across the globe are clamoring for the hearts and wallets of millennial travelers.
And, who can blame us?
Millennials apparently make up the world's largest demographic, with about $200 billion in annual buying power in North America. As they come of age, millennials enter life cycles that require major spending, like education, children and real estate.
And they especially give hotel marketers a reason to celebrate with their affinity for remarkable travel experiences and their love for bragging about them on social media.