Hotel Strategies for Marketing to Millennial Guests

Hotel Strategies for Marketing to Millennial Guests
 
 
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Table of Contents
Executive Summary……………………………………………………………………………………….….…… 3
Introduction………………………………………………………………………………………………….….……. 3
Body Paragraphs………………………………………………………………………………………………. 4
Recommendations……………………………………………………………………………………………….10
Conclusion………………………………………………………………………………………………………….….11
References………………………………………………………………………………………………………….… 12
 
 
 
 
 
 
 
 
 
 
 
Executive Summary
The research paper focuses on hotel strategies for marketing to millennial guests. Millennial guests comprise a higher percentage of hotel guests in the world. Therefore, hotels must adopt strategies that favor. The research paper’s primary purpose is to clearly outline the market strategies that hotels can adopt to attract millennial guests, who constitute almost 80% of all the guests that visit hotels. The strategies that hotels can adopt include boosting their presence on social media. Social media has become the easiest way to market and advertise in his world that the internet has revolutionized. Hotels can promote themselves through sites such as Instagram and Facebook as well as utilize influencers to build their brand. Also, hotels can use online reviews to acquire millennial guests. Most of the choices made by millennial guests are based on the reviews they acquire online. Hence a better review guarantees a considerable customer base. As well as customers’ reviews, hotels should have a good customer support base that uses emails to serve and solve any customer issue. This will create a good relationship between the hotels and the customers. Hotels should also engage in public, philanthropic work to build a reputable image, attracting millennials who are swayed by a philanthropic heart.  The research also provides recommendations such as adopting the necessary strategy affected by the hotel’s place. Services such as online booking should also be incorporated. The research paper contains all the sources utilized to come up with this report.
Introduction
Millennials are people who are born between the early 1980s and 2000. They make up the largest living population on this earth. They also spend more and are attracted to a more luxurious life than the other members or age group of this generation.  The amount spent by millennial guests likely increases as years goes by. It is approximated that millennial guests spend more than the previous years by approximately 30%. The gradual increase in spending and extravagance among millennials is a positive advantage and of high benefits to hotels and other service providers. To be able to attract a different variety of customers all year round, hotels must be of value to their guests. As millennial guests constitute a high percentage of hotel guests, hotels must strive to capture their attention by offering them fascinating services. Hotel venture as other businesses requires profits in order to be sustainable. Well-placed strategies acquire profits. Hotels strategize effectively and implement the strategies efficiently for the business to be a success. Hotels need to meet the needs of millennials and embrace their passions to target them. Millennials are repelled by traditional marketing methods but willing to spend extravagantly on whatever is appealing to them. Hotels must use this as a backbone to the strategies they set to attract millennial guests. The discussion, therefore, provides an in-depth analysis of hotel strategies for marketing to millennial guests.
Hotels must be very active on social media and on-trend with the latest events that attract millennials. Millennials were born and raised in a period of the internet revolution. They are addicted to the internet. Anything that captures their attention, especially those with life experiences and luxury, is very appealing. Therefore, they are willing to spend on whatever captivates them no matter the cost (Taylor et al., 2015).  Hotels should utilize this opportunity to market their brands on social media sites such as Facebook, Twitter, Instagram, Snapchat, Tik Tok, and even WhatsApp. Using celebrities and influencers with a substantial social media following will likely attract millennial guests to their hotels. Instagram should be utilized for the hospitality industry. It offers a platform for hotels and restaurants to display the captivating experiences they provide rather than just telling them about it. Hotels should utilize Facebook as it is a powerful platform for them to advertise their services (Chacko et al., 2012). Therefore, using social media is one of the main strategies hotels can use to market themselves to millennial guests.
Hotels should also emphasize online reviews to market themselves to millennial guests. Online reviews can make or break a brand no matter how vast and influential the brand is. Most millennials depend on online reviews to know the types of hotels that offer excellent value to their money. Online reviews are a positive way for hotels to market themselves to millennial guests. Hotels should ask their customers to leave positive feedback on social media sites such as Facebook, YouTube, Google, Yelp, Twitter, and Instagram. They should also offer incentives for posting positives (Leonidou et al., 2013). This strategy will encourage other customers to visit the hotel more often and choose it over others depending on the reviews. Online reviews are almost a full guarantee that customers will flock to the hotels. A high number of millennials flock to social media sites daily (Taylor et al., 2015). The more the number of reviews, the more the number of clients hence the more profits acquired. Popular sites with reviews of the best hotels help in boosting their brand. Therefore, online reviews are one of the best ways for hotels to market themselves to millennial guests.
Hotels should also ease the booking and reservation process aesthetically attractive to millennial guests. The easier the booking process, the higher the number of clients. By easing the booking process, clients will find it easy to access the hotels in their free time without visiting the actual place. Listing hotels on popular traveling sites and making direct bookings will likely be more profitable than presumed. As millennials spend most of their time on social media, anything that they consider a waste of time or tiring is likely to trigger them away, no matter the experience offered. Rather than traveling to the hotels and book rooms, millennial guests prefer to book the available hotels online (Taylor et al., 2015). Online booking is also less time-consuming and less tiring. As a result, hotels that adopt this strategy are likely to benefit more than those that shun online booking. Most hotels have already adopted online booking. However, what will likely distinguish them in terms of customer attraction is the booking process’s smoothness. The booking process should be very smooth to the user without unnecessary disturbances such as unrequired adverts as this may disinterest the customer (José et al., 2019). Embracing online reservations is thus an effective strategy for hotels to adapt in order to be fascinating and appealing to millennial guests.
Hotels and restaurants should also provide caring and excellent customer support that utilizes emails as a form of communication. Emails tend to be easier for communication and more official. Millennials prefer emails when raising complaints; hence, the use of emails to solve service issues by customer support boosts hotels’ public image. Customer support should always address the issues faced by clients. Millennial guests like to spend money on whatever they want (Mittendorf & Christoph, 2018). However, to keep attracting them, hotels should always take care of them while making them feel at home no matter how far they are from their actual homes. Millennial guests love to be extravagant in hotels where the customer support is flawless, fast, and stellar. If the services are not delivered in accordance with their expectations, it is likely they will never come back. Also, the reputation will be hugely spoilt. Millennial guests like to spend their time in hotels where their presence is appreciated. Therefore, customer support should provide solutions to the issues that arise from the service provided by hotels.
Another strategy that hotel managements should apply is to think like millennials. All the strategies adapted should be focused on millennials. To develop those strategies and experiences that millennials love, it is essential to be personified and create experiences that they love. This can be achieved by hiring workers who are born in the millennial era. They can create experiences that can address their age group by focusing on appealing issues. One of the ways the millennial workers can market the hotel is being exponentially intractable. Instagram is one of the most attractive social media apps for millennials, especially for teens. They flock to Instagram to mostly show off and boast to their peers the kind of experiences they’ve had. Millennial employees, therefore, know how to capture their attention in all social media applications, especially Instagram. They can post pictures and generate videos that can bring out the virtual experience of the hotel.  Millennials are always pursuing perfect and enjoyable experience that proves the worth of their money (Kumar, 2015). They possess the fear of missing out on life experience. It is not just about the creation of spas and swimming pools that are captivating. Rather the hotel should also possess great cameras that are able to capture them enjoying themselves. Photographers and video recording professionals should also be hired. The pictures captured and recorded videos of them enjoying will likely create a mutual correspondence with the such that they will be attached to the specific hotel for eternity. Standout features that enable them to picture themselves in a captivating and scintillating environment also attracts millennials. These features should be put in recreational spaces that can be captured and photographed so that they can boast their vacation on Instagram. Consequently. They might attract some of their friends who want to experience a similar feeling.
In addition, hotels should strive on providing quality services at an affordable rate. Profit is significant to ensure the hotel runs smoothly without shackles. However, to ensure that all the social classes, whether rich or poor, are able to experience the sweetness of vacations, hotels should make their services affordable (TSAI et al., 2015). Some millennials might have a preference from those luxurious and extravagant hotels to cheap and affordable ones. The cheap and affordable are likely to address the millennials who lack enough money to pay for those grand hotels. Not all hotels will be able to meet the standards set by all millennials. Some will be considered inadequate for their lifestyle, while others will be able to satisfy millennials’ taste. This can be solved by creating similar experiences in the super luxurious hotels at an affordable price. The likelihood of millennials flocking affordable hotels but with similar experiences is very high. Affordable services are likely to increase the number of clients, increasing the number of profits (TSAI et al., 2015). Millennials are show-offs. Therefore, each of them will try to create an enjoyable experience in hotels, not to be left out.  Cost-effective services provided at an affordable rate will attract everyone. Every social stratification should have a hotel that addresses its issues. Not all hotels can be seven stars. Some need to be five stars but provide similar experiences to those of five-star hotels. Therefore, affordability without hindering the quality of services and experiences increases the number of clients and markets the hotel more.
Hotels should also make sure that their websites are simple and breathtaking at the same time while being on top of the search engines. Being top of the search engines with the right keywords creates an ability to harness more clients hence successful marketing. When millennials search for luxurious hotels, for example, the search engine will display all the hotels that have elegant as their keyword. Missing out on the specific keyword that is able to attract a particular target audience can be catastrophic for hotels. The search engines display hotels that are easily accessible online. So if the hotel is not accessible online, the Chances of marketing the hotel to millennials is tough (YANG et al., 2015). A well-managed hotel should have an online presence everywhere with the relevant keywords and search engines to ensure they do not miss out on potential bookings. In addition, hotels should make sure that their website is able to load super-fast. Millennials are impatient people; hence if the site loads slowly, they are likely to access another site that has super-fast lading ability. It is, therefore, essential to have a robust online presence. Besides, the website should be simple as well as breathtaking.  While it might seem like a non-relevant marketing strategy, the website’s aesthetic value can capture the attention of a possible client. Some websites are slacking hence become a turn off to potential customers.  The website should be beautiful as it acts as the first impression to the client (YANG et al., 2015). If the website is ugly and unappealing to the eye, customers will likely ask how the physical location looks like resulting in the loss of customers.  The website should also be simple and user friendly. It should enable customers to make reservations quickly and easily. Therefore, as a marketing strategy, the website should emphasize simplicity, straightforwardness and clean navigation.
Lastly, another strategy that is efficient in the marketing of a hotel is marketing a specific location. Locations, where the hotel is located are able to attract millennials at a high rate. Hotels situated in scenic views can market the panoramic views. When potential clients visit the scenic views, they’ll have no other viable option but ask for the hotels’ services. Scenic views are attractive. The physical appearance is exquisite hence enough to boost the number of customers visiting the hotel. Millennials love travelling more than spending time in hotels. When the location is excellent, it attracts them. Vacationers are always indecisive about whether to visit a hotel or not as the area plays a significant part (Ahmad et al., 2015). It is crucial to advertise the amenities offered by the hotel and the location and its attributes. Millennials want to comprehend what makes a particular location exquisite and fun.  For example, The W Hotel in Chicago, rather than promoting its amenities, also promotes the kind of activities around it. This attracts millennial clients hence increasing the number of potential customers. Hotels should, therefore, take advantage of the incidences that occur around them and use it as a marketing tool (Ahmad et al., 2015). Hotels should also create partnerships with the locals. Locals can provide unforgettable experiences to vocational guests by welcoming them and showing them the different types of cultures they subscribe to. Millennials are intrigued by such things. Marketing the location and maintaining good partnerships with locals in the hotel setting is an efficient marketing strategy.
Recommendations
The hotel industry faces a massive crisis if marketing strategies are not fully and effectively implemented. Other than effectively utilizing marketing strategies, there are several recommendations that hotels must consider in order to be attractive. Hotels must train their staff well. The well-trained staff can provide services at ease and avoid any issues that might lead to customer dissatisfaction. Hotels might also donate some of their profits for philanthropic work. This will help boost their public image hence attract many millennial guests out of goodwill.  Hotels should adopt digital marketing and move towards the digitization of hotel services in order to be attractive to their respective clients (ANA et al., 2019). As millennials spend most of their free time on social media, digitization will boost their marketing and enlarge the customer base. Having influencers to advertise their brands will also increase their customer base. Therefore, it is paramount that hotels adopt marketing strategies that are effective and suit their businesses by gathering advice from professional financial officers, business people, and other economic advisors. Hotels should also be ready for crises that can cripple the entire hospitality industry, such as the coronavirus pandemic, to avoid bankruptcy. A well-developed hotel management marketing strategy guarantees success and a profitable venture.
 
 
Conclusion
In conclusion, hotels should adopt management strategies effective for marketing to millennial guests. The discussion, therefore, provides an in-depth analysis of hotel strategies for marketing to millennial guests. Hotels must be very active on social media and on-trend with the latest events that attract millennials as a way of marketing to millennial guests. Also, hotels should emphasize online reviews to market themselves to millennial guests as online reviews can make or break a brand no matter how vast and influential. Furthermore, hotels should also ease the booking and reservation process aesthetically attractive to millennial guests.  Hotels and restaurants should also provide caring and excellent customer support to ensure that millennial guests are satisfied with their services. Millennial guests comprise the highest percentage of those visiting hotels. Hence, everything that does not address their likes and passion is unworthy. Hotels should perfect market strategies that address the millennials’ passion and the value of their money. Hotels that fail to appease millennial guests are likely to lose a massive number of clients, as a result becoming redundant. A good hotel management strategy markets itself very well to millennial guests, who constitute a higher percentage of many hotels’ customer base in the world. Hotels must therefore have a good strategy that ensures the millennial customers are continuously attracted.
 
 
 
 
 
 
References
Ahmad, S., & Saber, H. (2015). Understanding marketing strategies with particular reference to small- and medium-sized hotel businesses in the United Arab Emirates. Tourism and Hospitality Research, 15(2), 115-129. Retrieved March 19, 2021, from https://www.jstor.org/stable/26478267
ANA, Maria-Irina, & ISTUDOR, Laura-Gabriela. (2019). The Role of Social Media and User-Generated-Content in Millennials’ Travel Behavior. Management Dynamics in the Knowledge Economy, 7(1), 87-104.
Chacko, Harsha E, Williams, Kim, & Sch affer, Jeffrey. (2012). A Conceptual Framework for Attracting Generation Y to the Hotel Industry Using a Seamless Hotel Organizational Structure. Journal of Human Resources in Hospitality & Tourism, 11(2), 106-122.
Hoteliers Blend Tech and an Authentic Experience in 3 Guest Segments. (2018). PR Newswire, pp. PR Newswire, 2018-11-14.
José G Vargas-Hernández, & Lic Laura Valeria Rueda Gómez. (2019). Consumption Characteristics of the Millennial Generation and Strategies Implemented to Satisfy Them: Airbnb Case. Anwesh, 4(2), 1.
Kumar, V. (2015). Evolution of Marketing as a Discipline: What Has Happened and What to Look Out For. Journal of Marketing, 79(1), 1-9. Retrieved March 19, 2021, from http://www.jstor.org/stable/43784378
Leonidou, Leonidas C, Leonidou, Constantinos N, Fotiadis, Thomas A, & Zeriti, Athina. (2013). Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance. Tourism Management (1982), 35, 94-110.
Mittendorf, Christoph. (2018). Collaborative consumption: The role of familiarity and trust among Millennials. The Journal of Consumer Marketing, 35(4), 377-391.
Taylor, D. Christopher, Barber, Nelson A, & Deale, Cynthia. (2015). To tweet or not to tweet: That is the question for hoteliers: A preliminary study. Information Technology & Tourism, 15(1), 71-99.
TSAI, Y., DEV, C., & CHINTAGUNTA, P. (2015). What’s in a Brand Name? Assessing the Impact of Rebranding in the Hospitality Industry. Journal of Marketing Research, 52(6), 865-878. Retrieved March 19, 2021, from http://www.jstor.org/stable/43832407
YANG, Q., & HU, Z. (2015). A RELATIONSHIP STUDY ON MARKETING STRATEGY MANAGEMENT TOWARDS CUSTOMER RELATIONSHIP MANAGEMENT AND PERCEIVED VALUE. Acta Oeconomica, 65, 173-185. Retrieved March 19, 2021, from http://www.jstor.org/stable/24857728

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