Having Trouble Communicating? Understanding the Millennial Mindset

By Cara Silletto Founder, Crescendo Strategies | March 19, 2017

Ever wonder what planet your new hires are from? For most, it is called Millennialland. It is my homeland, and it is a whole different world than where Boomers and GenXers were born. So why are your younger workers from this strange land so hard to understand, manage and retain? Why is it that they lack the loyalty of those who came before them? Why do they need so much handholding in the workplace? And where does this tremendous sense of entitlement come from? Allow me to explain.

Feeding the Stereotypes

Now before you get mad about seeing another article that feeds the generational stereotypes, let me assure you that you are right. Generalizing people based on their birth years is crazy! We should stop doing that. Instead, we should get to know each person to determine his/her own individual personality, perspective, and motivators. But, there are reasons we put people into initial buckets by birthyear, and the research does not lie.

There is an undeniable evolution of our society over time. Based on economic shifts, major events, and societal changes, we adjust our perspectives and priorities. Remember when pantyhose were required in the workplace? (Come on…aren't you glad that time has passed, ladies?) Things change. And that means each group born at a different time is likely to hold varying opinions about things such as "professionalism," which is subjective and tends to evolve over time.

Being born in a certain generation does not give everyone in that cohort the same personality. It is more about the fundamental similarities they hold due to the time in which they grew up, and the way their parents raised them.

Think about the Traditionalist workers (born pre-1945). For those who grew up in the shadow of the Great Depression, it is no wonder most of that generation identified stability, safety and security as their top priorities. We have evolved through Maslow's Hierarchy of Needs to want other things now that those basic needs have been met for most families in the United States.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.