Hotels opening up across the world are now making a bigger splash than they ever have before when they first open their doors.
In particular, reality TV stars and those who are in the creative digital industries are called upon to officially open new hotels, such as Paris Hilton. There could be a time in the not too distant future when Ella, of Deliciously Ella opens a hotel that features a health-conscious kitchen.
These are the kinds of people who interest the millennial age group, similarly you might be able to get a good attendance going if you invite the creators of Brewdog to the opening of a hotel, under the guide that your hotel offers a high standard of craft beer.
Millennials as a group are keen on gimmick, even if they say they’re not, it’s difficult to open even a bar or restaurant that doesn’t have some kind of a theme or hook to guarantee its success and build up the evermore important word of mouth that is readily assisted by Twitter and Instagram.
But how do hotels make sure that they retain the interest of this audience that consists of people who are fans of seemingly diametrically opposed things?
Basically, hotels now have to immerse themselves into popular culture and seriously take note of trends that are running around social media.
We’ve got some ways that hotels can keep the interest of the fickle millennial market, read on for some valuable tips.
Get yourself a top notch social media channel
Millennials love tweeting and posting on Facebook and Instagram about just about everything that they’re #Doing.
They enjoy logging everything that they do and will use something really good, or really bad to fill space on the internet. Basically, if you deliver something substandard to a millennial, you and your customers are going to know about it very quickly because they will take a picture and tweet about it in seconds.
The flipside of this is that millennials also love taking pictures of things that they really like, so having Facebook and Twitter profiles is basically an easy way for you to get free promotion from your customers. They’ll snap a picture and tag your business into, meaning you’ll get a notification that they’re saying something nice about you.
In this way, having a social media presence means that you can cultivate a relationship with your customers that you wouldn’t be able to do otherwise. It gives you a window to road test ideas for your hotel and gauge the response of your discerning public before you actually roll out an idea in the hotel itself.
Having a humourous and actively engaged social media profile will boost the interest of your millennial customers more than you would think, and it’s surprisingly easy to maintain, once you get the hang of it.
Likewise a YouTube channel is a good idea, through it you can promote products in your hotel, or just use it to capture the goings on of London that you think your audience will enjoy.
Bear in mind the age group of the people you’re trying to reach and what drives them, you’ll find you know better than you realise.
Keep it local and crafty
If there’s one thing that millennials love, it’s local fare made by independent businesses and handcrafted by local people
For example, a stock of local real pale ales in your hotel bar will go a long way with the millennial customer. It’s very likely that a person asking about your craft beers is either making them at home for themselves, or knows someone who is.
Similarly, a millennial will really enjoy local flavours on the hotel menu. These aren’t people who will necessarily be won over by French Press coffee, instead they’ll enjoy a cafetiere of ground coffee beans that came from the local microroastery down the street.
Anything that has a bit of a backstory like this is really attractive to the millennial – sometimes just for the purpose of posting it on Facebook.
This fondness for local and handcrafted things isn’t just applicable to food and beverage, in fact the millennial customer will really enjoy furnishings that are local.
Throughout various bars, coffee shop and hotels there are tables made of chipboard that have been saved from a local skip. Or stools in the bar that were once used in a barber’s shop – also if you can get a barber into the lobby of your hotel for a day this will also go down really well – will be a big hit.
One reason for this attraction to local things are part of the millennial lifestyle that states that independent businesses and local economy is really important to the millennial. Another is that the more local things are, the smaller their carbon footprint is, making them all the more attractive because they’re kind to the environment.