According to a recently published report, 70% of respondents said they would be more likely to book a hotel if it featured additional tech amenities such as keyless entry, mobile payments, Smart TVs and smartphone charging access. More than half (57%) would return to a hotel if it had powerful WiFi. Once a hotel brand clearly understands the impact that Millennials have on their business, there are a few things that can be done in order to make it more attractive for this tech-centric demographic.
INTEGRATE MOBILE KEYLESS ACCESS
Providing guests with the ability to access their rooms using their mobile phone is the most popular tech trend gaining traction across our industry today as it maintains a holistic travel experience that most Millennials are already familiar with. Mobile keyless access enables a hotel to offer remote mobile check-in where hotel guests can activate their mobile key and head straight to their room. Mobile key solutions can also give your guests personalized access to the gym and other hotel facilities such as spas and meeting rooms. This is exactly the type of tech-enabled convenience Millennial guests expect during their travel experience.
ASPIRE TO BE INSTAGRAM-WORTHY
Launching and maintaining an active Social Media presence has become an essential part of a hotel’s online marketing initiatives. When you engage visitors and guests through social media, you create a direct relationship channel that can lead to more profitable direct bookings. However, creating and maintaining an active social media presence today means more than publishing consistent content. User-generated Content (UGC) is quickly becoming the keystone of an integrated content marketing strategy. A simple and effective example of UGC is a branded Instagram filter for your hotel. If your hotel brand isn’t using it, then you’re missing out on key opportunities to let your customers promote your products and services for you. Millennials indicate that information they receive through UGC is highly trustworthy and trusted 40% more than information they get from traditional media sources (TV, print & radio), including newspapers and magazines.
FINAL THOUGHTS
According to research from Cornell Center for Hospitality Research, 50 percent of all travelers to the United States will be Millennials by 2025. However, this doesn’t mean that you should wait a few years to implement new and relevant hotel technology. The time to do so is now. While it may seem like investing in technology just to cater to a specific demographic of travelers, Millennial guests also come with some serious benefits. The main benefit being their desire, and ability, to share their experiences with friends and family before, during and after their visit. Whether their guest experience is a good or bad one, Millennials will express their opinions and stories to their social networks . After all, this generation knows how brand marketing works better than any other – and smart hoteliers will respond accordingly.
