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JUNE: Sales & Marketing: The Rise of the Millennials

Jon Conching

While the millennial traveler is a relatively new demographic, these Gen Y travelers are becoming increasingly important for resort marketers to target in order to gain enduring brand loyalty and consumer trust. They make up a quickly-growing demographic seeking thoughtfully-curated leisure and business experiences and use various mediums to research and finalize travel-related purchases. According to Pew Research, millennials represent the largest generation of consumers today, totaling 75.4 million, surpassing the 74.9 million Baby Boomers. Within this group of consumers, is the millennial family traveler – individuals or couples with children who are looking for travel experiences that fit their wants and needs as a family unit. READ MORE

John  Kraft

A 2012 survey by SilkRoad Technology revealed that some 75 percent of employees use social media on the job, and that 60 percent do so multiple times a day. Of those surveyed, 49 percent said they use social media to connect with coworkers and 44 percent said they use social media to connect with customers. Yet, only 23 percent of employees had received a social media policy from their employers, and only 7 percent had received social media training. Clearly, employers are not communicating with their employees their preferences about using social media. But not addressing social media issues can be as bad as encouraging them. READ MORE

Maja Derviskadic

Millennial’s may look to OTAs and Airbnb when they just want to book a room, but they’re flocking to social media to build robust itineraries that will be the envy of all their friends. Savvy marketers know that winning over this generation is about immersive experiences that sell the property and destination vs. a package or special room rate. Now is the time to pay attention to emerging platforms on the rise like Snapchat, Periscope and Facebook Live Stream, which can take audiences on a visual journey from the lobby to the bar and behind-the-scenes in 60 seconds or less. READ MORE

Megan Paquin

Millennial travelers crave connections to local culture. Large convention hotels and boutique resorts alike are challenged to offer the authentic, memorable experiences travelers in this influential demographic demand. But, rather than compete with local artisans and tastemakers, hoteliers can boost their bottom line with collaborative initiatives. Along with local influencers, curating native experiences within the hotel can increase incremental revenue and drive repeat business. Locally sourced food and beverage options have become a standard in most hotels. Some hotel restaurants even boast ingredients sourced from their own on-site farms, gardens or breweries. Yet, millennial travelers trend toward dining experiences outside of the hotel for a true taste of the destination. READ MORE

Coming Up In The July Online Hotel Business Review


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Feature Focus
Hotel Spa: Front and Center
The Spa/Wellness movement that exploded a few years back continues to reverberate and expand. Once considered to be an "add on" (which was often relegated to an unused space in the hotel basement), spas are now front and center within the hospitality industry, and hotel management is realizing just how much a luxurious spa can contribute to the bottom line. Room rates are higher. Bar tabs are higher. Food checks are higher. In addition, guests now frequently choose a hotel based on its available spa services, so having a spa within the facility can provide significant financial returns. Plus, guests are using those services in new and novel ways. Some guests are requesting treatments upon arrival (as a way to counter jetlag or to kickstart productivity) and they are often booking their sessions through a hotel app. Some hotels are even offering free massages upon check-in as an inducement to stay. Still other guests are building their entire travel and vacation plans around exotic spa and wellness experiences and of those, thermal hot springs are currently very popular. More and more people are seeking out thermal hot springs as an affordable, social and naturally therapeutic spa experience. Honeymooning couples are seeking out spa packages designed just for them. Couples massages, aromatherapy treatments and nutritious cooking classes make for a romantic and healthy honeymoon they can both enjoy together. Other leading spas are offering stress management courses, classes in meditation and yoga, anti-aging treatments, and spa services designed specifically for men. The July issue of the Hotel Business Review will report on all these trends and developments and examine how hotel spas are integrating them into their operations.