Destination Creativity: Creating the “In The Now” Place to Be

By Dianna Cordle Director of Sales, Holiday Inn Dayton Fairborn | September 02, 2018

What do you do when you are not a destination location? How do you overcome that your beautiful hotel is not sitting on a golf course or the ocean but right in the middle of an urban area facing a six-lane highway? The struggle is real for many hotel properties of all brands. However, by focusing on the new "millennial" traveler's needs and desires, you can turn your property into the "in the now" place to be.

The concept is to focus on what drives the millennial traveler. Weaving these motivators into your property's foot print will set you apart from your competitors. First, you must understand who this traveler is and what makes this traveler choose your property. According to the Pew Research Center, millennials were born from 1981 – 1997, making today's millennials 21 to 37 years old, the United States' largest living generation, and the majority of the workforce. Taking the steps to review, relate and connect will prove profitable to your property as you begin to create a destination.

Review what important characteristics define this individual. The millennial traveler works hard but plays even harder. Start by tracking all areas of social media as it describes your property. Continue with your hotel 's web site, Facebook, Instagram and Twitter.

Relate your property to what is important to this high-powered generation. Money is very important to this group but living "green" is even more important. Health and fitness is key to their selection when choosing that perfect home away from home. But, let us not forget this group is the leader in the "foodie" craze. A variety of entertainment options are key to motivating this group.

Connect and blend the hotel design to include an inviting and relaxing environment. The term "open concept" is not just the trend on every TV house show but the desirable design of the millennial travel. Relaxing while surfing the internet in an open area with other travelers is more desirable than being secluded in the hotel room.

Reviewing you or reviewing them might be a debate that could go on for quite some time. However, hotel management teams must evaluate their web-sites and ADR, constantly comparing it to their competitive market share. Rest assured your millennial traveler has researched your web-site and your comp set, possibly more than the average hotel manager.

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Coming up in December 2018...

Hotel Law: New Administration - New Policies

In a business as large as a hotel and in a field as broad as the law, there are innumerable legal issues which affect every area of a hotel's operation. For a hotel, the primary legal focus includes their restaurant, bar, meeting, convention and spa areas of their business, as well as employee relations. Hotels are also expected to protect their guests from criminal harm and to ensure the confidentiality of their personal identity information. These are a few of the daily legal matters hotels are concerned with, but on a national scale, there are also a number of pressing issues that the industry at large must address. For example, with a new presidential administration, there could be new policies on minimum wage and overtime rules, and a revised standard for determining joint employer status. There could also be legal issues surrounding new immigration policies like the H-2B guest-worker program (used by some hotels and resorts for seasonal staffing), as well as the uncertain legal status of some employees who fall under the DACA program. There are also major legal implications surrounding the online gaming industry. With the growing popularity of internet gambling and daily fantasy sports betting, more traditional resort casinos are also seeking the legal right to offer online gambling. Finally, the legal status of home-sharing companies like Airbnb continues to make news. Local jurisdictions are still trying to determine how to regulate the short-term apartment rental market, and the outcome will have consequences for the hotel industry. The December issue of Hotel Business Review will examine these and other critical issues pertaining to hotel law and how some companies are adapting to them.