As the world becomes increasingly more reliant on digital media and, so following, social media, it’s stressing more importance on businesses to interact with their customers through these channels.
To build a successful marketing campaign, hotels need to ensure that they are reaching out to a millennial audience on social media and how they feel about it? Not only this, but they need to make sure that the message they create for millennials is well thought-out and carefully tailored.
It isn’t wise to assume that you know who your audience is by sticking emojis or hashtag slang words like #OnFleek into your campaigns. If a hotel really wants to connect with millennials then they need to do so much more, purely because millennials are a surprisingly discerning audience. Although millennials might not always know what they want or what they like all the time, they always know exactly what they don’t like and they have no compunction about telling you their negative opinions on your mixed messaging.
While it may work for certain clothing lines or media companies to use cheeky one-liners on Twitter, this isn’t necessarily going to be the case for hotels. Millennials will expect you to have a voice that is consistent and approachable and it’s much easier than you think to achieve a good social media presence that garners a lot of traffic from the millennial age group.
Why do I want to target the millennial market?
In short: because millennials are the market. That’s the truth of it, whether you agree with the rise in digital technology and the need to have a social media presence or not, the reality is that you need it to help your business as a hotelier, or general manager.
Millennials are in control of the buyer market, even if they don’t realise it themselves. But, they are the driving influence behind much of the decisions that a business should make. This is because millennial habits, such as the rise in use of smartphones and social media are causing businesses to restructure their platforms to offer the consumer market what it needs.
Take for example Airbnb; on the face of it, this is just a place where people can book accommodation for their holidays. However, this business is largely based on its foundation as a mobile application, that allows people to create a profile and speak directly to each other, to decide if they want them to stay in their house or vice versa.
Airbnb takes several strands of the habits of millennials and fuses them together to create an ease of service and a product that this age group of consumers love. Other similar businesses are having to seriously compete with this service, to reach its level of success.
In terms of what it offers millennials, it feeds into their habits of preferring to use something that is online, in a mobile app format, is social, offers discounts and allows them to go on holiday easily.
Not all millennials are negative
Although it’s true that the internet and technology like smartphones give people a voice that they can use to submit anonymous negative reviews about hotels, you should also remember that millennials are a group of positive people too.
Everything that someone writes on the internet is written in ink, not in pencil and this goes for the compliments and positive feedback too – so you need to remember that when you’re working on your social media.
Often, millennials will be scouring around on Facebook and Twitter, looking for deals on one-night stays in amazing hotels. This is where a hotel can really up their game; by offering this sort of deal, it encourages the millennial group to like and share your Facebook page and your status.
Not only does this get you one extra like, but it spreads your message further than you could manage it by yourself.
You should never underestimate the power of recommendations from friends either, if someone’s friend on Facebook likes your page or shares your status, then several of that person’s friends are going to at least go and see what your page has to offer. Whether they’re just looking for some general information on your hotel, or what to see what the rooms are like, people are going to end up on your page because their friends are looking at it – the opinions of their friends are important to them, don’t forget that!
The above examples are the three types of people you need to engage: likers, sharers and content creators. Although sharers and content creators are going to get you more interaction and their potential for lead gen is better, you still need to keep your content fresh and engaging for those likers too.
Millennials can tell when you aren’t being sincere
In a world where it’s painfully easy to create a profile and pretend to be someone else – it seems like there’s one of these stories every other day in the news these days – it’s really important for you to be authentic with your social media posts.
Millennials can tell the difference between a genuine post and a fake one, they’re experts and they can sniff out when you aren’t being sincere in a second.
Just because something is popular doesn’t mean that your hotel needs to jump on the bandwagon. If it makes sense for the branding that you’re trying to do and you’re interested in engaging in that way then you should do it, if you’re not, and you’re just tweeting or posting about something that’s currently popular, it’s going to look odd and it’ll mess with your message. Think about things before you post them and be sincere, because millennials know the difference.
An example might be referencing a popular culture TV show like Googlebox. If you start tweeting about how hilarious the previous night’s show was, that’s probably going to confuse your audience, likewise if you do a Facebook post about the rising popularity of vajazzles. Unless someone from Googlebox or Big Brother comes into your hotel, you probably shouldn’t do a random post about it.
Even if they do come in and you take a photo of them at the hotel bar, you still need to consider what kind of subsection of millennials are interested in this type of popular culture. You could lose a lot of followers or engagement from people who don’t want to run into quasi-celebrities. On the other hand, a lot of people would love it, it’s a tricky one – tread carefully!
Avoid saying BUY THIS NOW
Although an upfront call to action can be good, most millennials prefer not to fall victim to the hard sell on social media.
Calls to action that can help you can be statements like ‘read on for more information’ and things of that ilk. But, make sure that you avoid using flashing straplines because they aren’t popular anymore – unless you’re going for something ironic, millennials do love a healthy dose of irony.
Marketingprofs.com has said that if your product is great, then you don’t need to oversell it, instead you should want to include your millennial audience in your message. By doing this with your social media messages, you’re going to illicit a much better response from your target consumers and you’ll reap the benefits much more easily.