Tag Archives: Millenials

Millennials and the Art of the Bizcation

millennials
There has been a lot of talk about ‘bleisure travel’ and ‘bizcations’ recently, which happen when a guest combines business travel with leisure and nearly every article I found on the topic highlights the opportunity for business travelers (often millennials) to extend their stay for a few days so they can bring their family along for a mini vacation.

 

This is great, and certainly a trend that should not be ignored, but what about the Millennials who don’t have families?

When you ask a 20 or 30 something what they like to do in their spare time, chances are you are going to hear “travel” somewhere in their answer. Millennials love to explore and many are obsessed with the romantic notion of seeing the world. Yet, with so much to see in the world, it is nearly impossible to get to it to all, especially while holding down a full-time job.

Enter the bizcation. Opportunities for Millennials to turn a business trip into a vacation are more obvious in bigger cities and international destinations– New York, Las Vegas, London, Barcelona etc., but that doesn’t mean your property in the Midwest or a small town on the East Coast shouldn’t target bleisure travelers.

I think it is important to point out that while Millennials want to see the world and visit many countries, they are just as curious about destinations close to home. What they are ultimately seeking is adventure, a good story to tell, and an experience they can share with friends. As a hotel marketer, it is your job to pick out these opportunities for adventure near your hotel and share these ideas with your guests. Give them a reason to want to explore your city or town, and they will come.

By now, you know the typical tactics to turn a business traveler into a bleisure traveler: Offer them a special rate for the weekend, throw in perks such as free wi-fi or free breakfast, highlight fun & interesting activities near your hotel, etc. What you may not realize is that you are more likely to entice Millennials with a few small tweaks to your typical messaging.

Most hotels & resorts list nearby attractions on their website, but how can you re-think this section to target the Millennial audience? The trick is making sure you highlight UNIQUE attractions & activities that are hard to come by in any other place.

Below, I show you how to look for alternate activities to list on your website and in your marketing message that may better attract Millennials.

For more: http://bit.ly/1Qdt4f3

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Impacting the Bottom Line in 2016

2016

2016 promises to be the most profitable year our industry has ever seen due to strong rate growth, minimal supply impact, low interest rates and oil prices, and a somewhat minimal impact from disruptors like Airbnb, living wage bills, and health care costs. As we do every year, following are the trends that will help you maximize your business opportunities in the year ahead.

Analytics rule:

Everything is trackable now. Not only can we see how much attention a certain ad campaign is getting, but we can see the geographic location of the users interacting with it, their age, and a general idea on their income. Use this information to target your marketing efforts to your specific buyer persona and watch your ROI skyrocket. Also, arm yourself when looking into digital advertising campaigns. Do you know how much one visit to your website is worth in dollars? Knowledge is power and you have it all available at your fingertips.

Consolidation is only just beginning:

The Marriott acquisition of Starwood and the Expedia acquisition of Orbitz are harbingers of a consolidation coming in the hotel industry. While it is too soon to determine what other brands or companies will decide to come together, it is clear that we are entering the age of consolidation as the economy enters the mature stage. The impact on guests and hoteliers will only be determined as this wave of consolidations plays out, but for the immediate future, bigger is better.

2016 Digital marketing is dominated by mobile and video:

The average user consumes more than 65 minutes of live video a day and this number is growing fast. Periscope alone averages 2 million daily active users with over 10 million total accounts created as of August 2015—barely 5 months after it launched. Millennials look at live streaming video the same way past generations viewed television.

Invest in capex immediately:

While the money is available and cheap, take advantage now of major expenditures including renovations that may not only be required by the brand, but will also revitalize your hotel now and through the next downturn. Remember, new supply is coming and a tired hotel loses twice—in 2016 when rates can be pushed to pay for the capital expense and in the future when demand drops and those who have renovated win! Moreover, the sharing economy could have a material impact on lodging demand by 2017.

Millennial mindset trends toward group settings:

Millennials and those who have the “millennial mindset” are looking for John Naisbitt’s high-tech, high-touch experience. They like a personalized, gourmet experience for a reasonable price and this has produced all new lobby designs in the hotel sector. Lobby bars and hotel restaurants are wide open with combination work, play and eat/drink spaces designed with this youthful customer in mind. So give them what they want—personalized experiences that create value. This group is quick to criticize via social media, so “wow” customer service is your best protection here.

Optimal channel mix:

Online travel agencies (OTAs) are having a tremendous impact on distribution. They are responsible for incremental demand and the OTA’s extensive marketing campaigns and sophisticated platforms reach travelers who might not find your hotel any other way. Owners still view OTAs as an expensive channel, but it’s a channel we most definitely need going into the next downturn. Find ways to use OTAs without relying on them as your primary resource—and get more eyeballs to your own web site.

For more: http://bit.ly/1OcwrRp

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Hospitality Industry Management Update: “Attract Millennials With Millennials”

“I see folks around me in the hotel industry, and they’re bouncing between jobs.… When we are bringing on this staff, it’s important to show them there is this upward mobilityInforgraphic Attract millennials and there is a reason you should be here for more than two years,” he said. “I think that’s important and maybe this whole jumping around between jobs is getting a bad rap about loyalty.”

Front-desk associate or freestyle rapper? The two need not be mutually exclusive—particularly as operators seek “rock stars” to provide a more authentic level of service to guests who increasingly want that real experience.

Who better to know about what millennial guests, in particular, want than hoteliers who belong to that generation?

“I always harp on with my corporate staff, I want people at the front desk who have a rock-star personality,” said Ravi Patel, the 29-year-old president of Hawkeye Hotels.

He has just that in Del, a front-desk associate at one of Hawkeye’s hotels who dabbles in freestyle rap on his off days. Working alongside Del is another double-duty performer who spends part of his time as a bartender.

“These guys know exactly what it is to be really engaged with your audience,” Patel said. “So now whenever I see the surveys come in from that hotel, it literally names off, ‘Oh yeah, I talked to Del, and he told me what he does in Des Moines.’ It’s really capturing a different kind of associate as well and getting them to work for you.”

For more: http://bit.ly/1b3hlSV

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Filed under Employee Practices, Guest Issues, Hotel Employees, Hotel Industry, Management And Ownership, Social Media