Hotel marketing and sales departments have endured massive change in the past few years in terms of how they conduct their outreach, and there is little evidence to suggest that things will be slowing down anytime soon. Technological advances continue to determine how they research, engage and ultimately sell to these tough customers. Though “traditional” marketing is still in the mix, such as basic hotel and travel PR, there has been a major shift in focus toward online marketing.
First and foremost is an understanding of who comprises this puzzling and fast moving audience and how to market to them. Millennials (those born between 1981-1997) are the fastest growing customer segment in the hospitality industry, and they are expected to represent 50% of all travelers by 2025. This generation is highly experiential, and loves to travel. They might live in a small apartment in New York or San Francisco, but they will save and take that epic trip. Quality time is a top priority, as they lead a high-pressured work life, and value downtime.
Strong Social Media PR is Key
With the rise of millennial consumers, sales and marketing efforts will need to be more transparent and tech savvy, with a strong emphasis on empathy and personal customer connection. Social media is essential for this demographic and they expect hotels to engage them accordingly. A strategic social media PR campaign is essential that posts frequently and interacts with those who comment.
Targeted special interest groups include cultural buffs, foodies, LGBT, and adventure travelers – all of which are seeking novel experiences tailored specifically to their interests and needs. It is imperative that hotels include this generation when it comes to their 2016 digital marketing strategies.
Millennials get much of their news – if not all – online, through blogs and whatever pops up when they are surfing the internet, which they do constantly. So it pays to have a strategic public relations program that includes getting in top tier media like Conde Nast Traveler. The stories online from outlets like this are highly valued by Google, and indexed at the top of a search. They carry weight; hence their name “authority sites,” and the links are invaluable in a marketing program.
Many of the traditional sites like NYT.com or WSJ.com also have active readers who comment online, gaining interaction with the target market. Savvy people in their 20s and 30s are reading these outlets, because they are in the business world and following trends. So a comprehensive PR campaign includes both traditional and social media.
Instagram and Pinterest Are Tops: Juicy Images Are Key
Make sure you have juicy images for Instagram and Pinterest. Millennials are big on these social media platforms, so its essential to have a good, active presence there. And your marketing and PR departments have to stay on top of the pinning and sharing to get into the conversation.
Stay connected with Millennials – they are the future – and they are here now, big and strong in your target market, no doubt in that.