Marketing to Millennials: How the Travel Industry Can Win Their Hearts and Wallets

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How to Market to Millennials Discover the secrets to Gen Y marketing for the hotel and travel industry. This presentation will include what it takes for millennials to bond with your hotel brand and the unspoken rules of “speaking Millennial.” Learn what Millennials look for before they make a reservation and the best ways to engage with them. Bonus tips on how to work with millennial meeting planners.
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  • 1. Bob Rauch President R.A. Rauch & Associates Junvi Ola Chief Content Editor Hospitality Content Studio
  • 2. WHO Are Millennials WHAT Are Their Travel Patterns WHAT Are Their Preferred Travel Experiences HOW Can You Successfully Market to Millennials HOW is the Lodging Industry Catering to Millennials
  • 3. U.S. population born in 1980s and 1990s 25% of U.S. population 30% of U.S. workforce LARGEST consumer group in U.S. history $200 billion in annual buying power!
  • 4. • Avid technology users • Find great value in social interaction • Large focus on finding a work-life balance
  • 5. • Very likely to extend business trips for personal travel • Willing to spend more for better experiences • Well traveled and able to decipher a good guest experience versus a poor one
  • 6. • Take nearly 9 trips per year • Likely to voice complaints when they are unsatisfied • Find much enjoyment in leisure travel
  • 7. KEY Marketing Tip: DO NOT focus on the hotel product (the price, the normal amenities, awards, your history).
  • 8. • Show them an ACCURATE and AUTHORITATIVE portrayal of your hotel experience. • Videos are HUGE with Millennials
  • 9. Millennials are the MOST INFORMED consumer generation. Before booking, we will: •Spend hours researching online •Ask our friends and social network about the property •Read your reviews on TripAdvisor, Yelp, etc.
  • 10. Pick 1-2 staff members to monitor emerging trends in social media and communication.
  • 11. Millennials actively want to support businesses that make them laugh or show some imagination.
  • 12. At the speeds which Millennials move, your Website better be CLEAN, UNCLUTTERED and EASY TO NAVIGATE.
  • 13. • More than ¾ of Millennials are influenced in their travel choices by their friends.
  • 14. • Give us Something to Talk About • Create a conversation around your hotel, not just a two-minute laugh
  • 15. Become a ‘social media concierge’ Monitor keywords of your destination and chime in with helpful tips
  • 16. You must fear the bad Millennial review! Address these reviews quickly.
  • 17. Even more important for older, established brands our parents love
  • 18. Because we love to brag about our travels to everyone we know.
  • 19. Kimpton Hotels W Hotels
  • 20. Ace Hotel New York
  • 21. Control4 Technology in City Center Las Vegas hotels
  • 22. Hotel Palomar, San Diego
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