When it comes to attracting millennials, this can seem like a daunting task, particularly if you feel that you’re not part of their generation. Getting inside the mindset of who they are, what drives them and what they’re looking for from your hotel can appear like a difficult thing to do but actually it can be extremely simple.
The reality is that millennials are the main group of consumers in the world at the moment and have the most influence over buying and selling trends, so if you have promotions or features of your hotel that you would like to sell – these are the people to market to.
It really isn’t difficult for you to put yourself in the shoes of millennials, particularly if there are members of your team who are willing to put in the time to make changes in important areas of your business. Although you will need to put resources into different places, the best things about this is that it shouldn’t be expensive for you to do, at least not in the first instance. The main step you need to take is to reach out to your millennial audience and make them feel heard.
At M by Montcalm Shoreditch London Tech City Hotel, we’ve pulled together some tips for you to keep in mind when you’re encouraging millennials to book to stay at your hotel.
Social is everything
Whether you agree with it or not, millennials are incredibly sociable creatures and this refers to social media and actually spending time talking to people.
Millennials love to give their opinions on things and to be asked what they think of anything from global politics to the price of a hotel room.
With this in mind, you should be looking to engage with them at the source: their social media channels. If you aren’t spending time engaging with your audience on Facebook, Twitter and other platforms you are really doing yourself a disservice.
It’s easy to create social media campaigns that people can get on board with, particularly if you’re only encouraging them to ‘like’ your page to keep up with your updates. Using platforms in this way takes a lot of the legwork out of promoting new features and menu changes etc in your hotel. It’s also a lot cheaper for you to manage.
Millennials trust user-generated content
User-generated content (UGC) is some form of content, i.e. editorial, pictures, illustrations etc that are created by a millennial’s peers.
These are not necessarily reviews that are made by people with expert opinions or who have studied in various areas to refine their opinions. Instead, UGC is centralised around the thoughts and opinions of people who have been to places and have either written a review on a blog or left a comment on a message board or Facebook page.
Although this might seem trivial, millennials are much more likely to trust the opinions of their peers, so you definitely need to keep them in mind.
Work this to your advantage by encouraging millennials to give you their opinions, either on cards, via email or ask them to take your hotel in their social media posts. You can even offer reward schemes to give them more of an incentive to be totally honest.
Show your local roots
When it comes to going on holiday, millennials aren’t convinced by package deals – they prefer to immerse themselves in local culture and want to know they have had an authentic experience when they leave.
With this in mind, you should make sure that you stock local beers, wines, snacks and you should also be using local ingredients in your restaurant where possible. People are much more interested now in supporting local businesses, rather than large companies, so you should show that you do too.
Be different and personal
As we mentioned, millennials are big on authenticity and this includes the staff working in your hotel. Each one of them should have a genuine personality and interest in personalising a guest’s experience.
It’s important to remember that each one of your guests is looking for something slightly different from their experience with you. If someone asks for a restaurant recommendation or some sights to see, you should make a point of asking them what they usually like eating or doing and work from there.
Going the extra mile by making these sorts of recommendations and showing that you have an interest in making someone’s stay the best it can be is going to get you a long way with your millennial visitors.
For information on rooms, conference suites and the spa at M by Montcalm Shoreditch London Tech City Hotel, contact us now.