It’s the latest buzzword in the hospitality industry — millennials. Whether you are a hotelier, restaurateur, or in the travel industry, everyone wants a piece of this market. According to a Boston Consulting Group survey, 75% of millennials are interested in travelling abroad as much as possible versus 52% of non-millennials. That means there’s a massive niche that hotels are looking to capture.
Certainly, hotel chains have tried to get millennials interested by launching brands which cater specifically to that generation of travellers — think Citizen M, Radisson Red, and Moxy Hotels.
It was therefore interesting to hear our Great GM Debate keynote speaker Gordon Campbell Gray (read his interview on pgs 32-36) say that brand segmentation is unnecessary and his tactic is do fewer brands, but properly. He said: “Why can’t hoteliers just do less, but do it well?”
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Other than brands that cater specifically to a different demographic, hotels are pulling out all the stops to provide what they perceive to be required by millennials. From modern interior design, to casual dining restaurants in hotels, technology in hotel rooms...
But is it too much? Discussions at the Great GM Debate indicated that many believe the hotel experience has been “over-complicated” from a technology point of view. One of our columnists, Martin Kubler, asked from the audience: “Why do we need a degree in quantum mechanics to switch on the room lights?” Indeed.
Four Seasons Resort Dubai at Jumeirah Beach general manager and regional vice president Simon Casson said it right when he commented that technology in hotels needs to be simple and user-friendly.
The Rezidor Hotel Group regional director UAE, Egypt, Jordan and Oman Tim Cordon added: “The reason technology exists is to make our lives easier. So if you put a piece of technology into a hotel that doesn’t necessarily make every guest’s life easier then you have failed.”
What is working well, though, are apps — with many millennials using smartphones to book their holidays and stays, it’s an absolute must in the current market. All the hotel groups are investing their dollars into great programmes to not only ensure ease of guest experience, but also keep them coming back. Hilton has the Honors Programme, which allows guests to use their smartphone to check-in, check-out, and even select a room of their choice.
Marriott’s Rewards app has been specifically designed to request services and amenities, with a two-way chat function to have conversations in real time with the hosts at Marriott Hotels.
Other brands like IHG and Starwood Hotels & Resorts are also in on it, with InterContinental’s Concierge Insider Guides, and the latter’s app giving guests the opportunity to FaceTime with staff at any time.
There’s no doubt it’s an interesting time to be a hotelier — there’s a large, and demanding, crowd of people to please. The question is, how will you do it?
Devina Divecha, Senior Editor
devina.divecha@itp.com
Social: @DevinaDivecha
Twitter/Instagram: @HotelierME
Facebook: HotelierMiddleEast
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