Known for following trends but also keen on maintaining an attitude of standing out from the crowd, millennials can be a hard group of people.
This is not least due to the fact that it can be hard to define exactly what constitutes a millennial. For many, clarification relies on a certain age group, which is largely accepted to be those between 18 to 35. However, this is a huge range of ages, which can further muddy the waters of confusion when you’re trying to aim your hotel’s services to a millennial market.
With this in mind, you might be wondering why bother marketing towards this group of people at all? Quite simply, they are the majority of people who are spending money, which means that they have the most power or sway over markets and trends. Most millennials are successful too and tend to have jobs that see them travelling a great deal. For this reason, they are the people who are most likely to be interested in staying at your hotel, whether this is for work or leisure purposes.
This is why it’s important for you to be considering their preferences and it’s best to avoid displeasing them because they are a generation that loves reviewing everything, including the places that they stay in.
We have pulled together ten reasons why millennials might not be staying with your hotel and they’re all things that can be easily fixed at one time or another.
You’re not online
We’re not for one second suggesting that you don’t have a website for your hotel; in this age it’s insane to assume that you wouldn’t have one if you have a business. However, it isn’t enough to just have a standard website, what you need is a fully realised and functioning online presence.
Millennials use the internet for everything: shopping, dating, ordering food, booking travel and accommodation – obviously this one is highly relevant to you.
When a millennial looks to book a hotel room, they are likely to spend time investigating that hotel’s Facebook and Twitter profiles. Not only for pictures of rooms and updates about menus and prices, but also to see what people think of your hotel. As we mentioned, millennials love giving their opinion and you can bet that reviews will be left and read on your social media networks.
Build a specific social media campaign with strong messaging to engage directly with your millennial audience and you are sure to see the benefit.
People can’t book online
This might seem fairly obvious, given our first point but the reality of it is that your audience needs to be able to book a room in your hotel online.
You need to look carefully at the customer journey online too, which basically means that it should be as easy as possible for people to book a room on your website. If it’s too complicated or the journey is laborious and prone to crashing, millennials will get bored and will be happy to book somewhere else, where they don’t have a problem.
Millennials crave instant gratification and simplicity – despite what you may see on restaurant menus – which is why online booking is paramount.
Bad mobile experience
It’s not enough that you have a website that is easy to use, it should also be fully mobile, so that millennials can view your site on their smartphones, tablets and other devices.
According to most marketing heavyweights, such as Forbes, mobile technology use is at its highest peak and is going to do nothing but continue to increase over the next two years. With this in mind, you really need to ensure that your website offers a high standard of mobile experience.
Most of a millennial’s purchasing is done through their smartphone or tablet and this is buying power that your hotel can’t miss out on.
You don’t confirm bookings right away
As we mentioned, millennials are a group of people who expect instant gratification – these are people who have distant memories of dial-up modem connections, if they know what that is at all.
For this reason, you have to have a highly responsive booking engine that sends an email to the person almost as soon as they have completed their reservation with you.
If you don’t do this, you run the risk of the millennial thinking that you are running a fraudulent scheme, instead of a legitimate hotel.
Lack of professionalism to negative reviews
It’s likely that someone is going to make a complaint about your hotel. Regardless of how hard you work and the service you provide, it’s completely natural for things to go wrong.
Key cards might stop working, someone might get the wrong room or order at your hotel restaurant, but it’s how you deal with these complaints that is most important.
Nobody likes when someone is rude in a review online, particularly about your hotel but you have to be careful that you don’t become defensive or rude to this person. If you do this, not only does it signify to your audience that your hotel makes mistakes but it also shows that you’re happy to shout at your customers.
They can’t pre-check in
This has become a popular hotel feature over the recent years and it involves your booking tool sending them an email before their arrival. In this email, you should confirm the room and manner of booking with them to prevent any mistakes or hold-ups during check-in.
You’re not there when they’re checking in
Millennials are impatient and have a deep loathing of queues, or generally waiting around for something to happen.
As such, we highly recommend that you make sure at least one person is at the reception desk at any one time, to prevent any waiting or disgruntled millennial customers.
In a digital world, where so many systems are automated, it is unforgivable for you to accidentally double-book a guest.
You should invest in a robust system that makes it just about impossible for there to be inventory mistakes across your channels. All of your different systems should be able to “speak” to each other, so you have all the correct information at your fingertips.
Forgetting special requests
Most good hotels, M by Montcalm collection included, offer special requests for guests, which millennials in particular really appreciate. These can be requests for the room, late check-out or even dietary requirements for the hotel restaurant.
However, nothing gets rid of this good feeling faster than if you forget to fulfil the request that they have made. Again, a strong booking engine will help you to ensure that there aren’t any mistakes and sending a member of staff to check a particularly specific request doesn’t hurt either.
You don’t acknowledge positive feedback
Always make sure that you respond to reviews that are both positive and negative – although there are more issues to address in negative reviews, you shouldn’t forget that a positive review takes time to write too.
Stay connected with the people who write positive reviews about your hotel and don’t forget that it will certainly help you to reward them if they are a frequent customer.
For information about the hotels in the Montcalm collection, including the millennial favourite, M by Montcalm Shoreditch London Tech City Hotel, contact us now.