Case Study: Hotels Target Millennials with New Amenities

Hotel chains see millennials  as critical to their financial growth because millennials are likely to become the largest consumer group in U.S. history, and they have spending power of billions of dollars a year. As well as this, millennials have different preferences compared to baby boomers and other generations. They prefer interesting over comfort, which is an important concept for hotels to utilize when making their hotel likable to millennials. The hotel industry should use social media to connect with younger travelers because social media is a big part of the younger generation's lives. If hotels post promotions and ads that will interest millennials, it can help promote their company and generate more sales. Hotel chains are marketing towards millennials by having a lot of bold art that creates backdrops for people to take selfies and share online. Some hotels are adding dramatic and photogenic showers inspired by laboratories of the 1920s in their rooms. Some rooms also have mirrors that have an infinity effect that beg for selfies. A service offered is that staffers are encouraged to share their favorite local spots with guests. Some hotels place original local guides in rooms and publish them on the hotel's website, and some offer area tours for their customers. Some hotels are starting to host events a couple times a week also with food, tasting, and social events. These services and marketing strategies help hotels cater towards millennials and in turn get more sales and profit.