Hoteliers; do you know your baby boomers from your millennials?
Reaching out to a new key segment; the millennials, hospitality chains are doing everything from changing up decor -- updating rooms with trendier furnishings and glitzing up lobbies with musical acts -- to adding services such as budget prices, 24-hour cafes, full-service bars and even yoga classes in pursuit of the millennial traveler. And in a nod to this digitally conscious generation, they are wooing them with social media, concierge apps, free Wi-Fi and smartphones used as room keys. The reason is clear: the demographics sheer size!
Fifty percent of the world’s population is under the age of 30. Which means that half of the world’s population of 7.6 billion is now a mix of Millennials (anyone born between 1981 and 1996 / ages 22-37 in 2018) and the ‘Post Millennials (those who were born from 1997). Just as we refer to the Baby Boomer generation or Generation X, the term Millennial refers to the last generation born in the twentieth century. There is general consensus that the millennial generation also referred to as ‘Generation Y’, has now surpassed the Baby Boomer generation as the most populous generation in history. By 2020, this generation will move into its prime earning years and lead us into the future.
Technology, in particular the rapid evolution of how people communicate and interact, is another generation-shaping consideration. Growing up to the development of technology, baby boomers are classified as digital immigrants, (whereas millennials are known as digital natives). Boomers were in their teens to early 30 when the first IBM PCs and Apple appeared. The main technology breakthrough at that time was the rotary telephone and tube television. Generation X grew up as the computer revolution was taking hold, and Millennials came of age during the internet explosion. Social media, constant connectivity and on-demand entertainment and communication are innovations Millennials adapted to as they came of age. In this progression, what is unique for post-Millennials is that all of the above including the iPhone launched in 2007, have been part of their lives from the start.
The implications of growing up in an “always on” technological environment are only now coming into focus. Recent research has shown dramatic shifts in youth behaviors, attitudes and lifestyles – both positive and concerning. Millennials are more likely to own a smartphone than have a landline telephone. Reading is done on a computer or other electronic device. Reading an old-fashioned newspaper (and getting ink on your fingers) is practically unheard of for a 20 year-old. The Millennial generation relies on technology to help them get things done quicker and more efficiently than earlier generations. They may not know ‘who said what’ but they can get the answer almost immediately by using the Internet.
Whilst the year of birth determines which generation one belongs to, it does not inhibit any youthful looking boomer from seeking the identity of a millennial. However, appearance alone will not suffice. One needs to shape one’s behavour accordingly. So, if you can walk, chew gum, and text, all at the same time, you might just about make the cut. Seriously, how do you identify millennial travelers? Other than recognising them by age, you can tell much by simply observing their behavior. Men and women in this age group tend to get things done in an active, quick, or energetic manner. Not only do they expect fast service, they will not hesitate to demand it.
If you are standing in line at the hotel reception and a Millennial is in front of you, don’t be surprised that the young couple in front of you have used an app like CheckMate to check-in from a remote location so that they can grab the key card and head off to their room no sooner they arrive at the hotel. Unlike baby boomers, millennials do not attach a lot of importance to personalized attention and face-to-face interaction. The first thing a millennial would do when he / she gets to the room is to place their smartphone, tablet and music player on the recharging station. They have to stay connected with the world. A baby boomer on the other hand, will first check out the bathroom and the view from the room.
Millennials stay constantly connected, taking pictures, posting videos, sharing life with 250+ friends on Facebook and texting over 30 times an hour. They enjoy the experiences they encounter during their stay and share content when they are happy / unhappy at the hotel. Put a F1 car or miniature train display in the lobby and see all the smartphones come out. A Millennial wants to show-off by posing besides the display and taking a ‘selfie’ to share with friends. Millennials do it all of the time. If your restaurant serves a fantastic looking dish don’t be surprised if a picture of it is sent to over 200 people. So it’s the hotel’s task to take full advantage of their philosophy. Hotel managers if you can make your young guests excited about some part of their experience at your hotel, they will share their positive experience within their social circles. That can lead to more business in the future. Likewise, should a millennial have a bad experience – expect them to instantly take bad pictures and tweet those to hundreds of people. Remember bad news travels six times further than good news!
Ilzaf Keefahs
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