The emergence of millennials forces innkeepers and hotel owners to evolve and shift their marketing strategies. Gone are the days when bed and breakfasts and boutique hotels served only as a retreat for older, married couples looking for a quiet respite. The hustle and bustle of millennial life means that young professionals are searching for unique lodging with a local feel and plenty of convenient amenities. As an innkeeper, you need to provide that break with homey, personalized accommodations and all the little details you’ve worked so hard to consider. So, how do you tell your story in a way that appeals to this different demographic? Here are some things to consider when trying to grab the attention of the millennial generation.
If you want to explore marketing plans and strategies that capture current and future millennial travel trends, Q4Launch can help. Our team of dedicated individuals wants to see your business grow and prosper, and our proven digital marketing strategy effectively reaches target demographics with a combination of:
- Social Media management
- Search Engine Optimization
- Content Marketing strategies
- Website design
- Targeted Pay-Per-Click Ads
- Engaging lead generation
Contact us today for more information on how Q4Launch can revolutionize your marketing strategy.
MILLENNIAL TRAVEL TRENDS
Travel trends change every year. That’s why it’s important to make sure you have all the tools and information necessary to appeal to different demographics. Targeting an audience is the basis of marketing. If you can find your specific target market and stick to it, all you’ll have to do is figure out how to get through to them. Below are eight things you should consider when trying to target millennials.
TELL YOUR STORY WITH PHOTOGRAPHY
The phrase “a picture is worth a thousand words” rings true in marketing to millennials, especially in the hospitality industry. Even the most well-written description of your area and property can’t compare to a photo of the real thing. You want to put the potential customer in the footsteps of the photographer. This allows them to envision themselves staying in your room and enjoying all of its amenities and features. At the same time, poor photography can hurt your chances of bringing in millennial consumers. If photography is not your forte, then consider hiring a professional photographer to showcase your property. For more in-depth information, take a look at our blog on why you need to hire a professional photographer for your website photos.
ON SOCIAL MEDIA
Millennials live on social media. Lifestyle blogs, vacation documentaries, and personal accomplishments are just a few of the many aspects of young professional lives that sit at the fingertips of millions. Instagram and Facebook allow you to learn everything you need to know about a person you’ve never met. The same goes for your B&B or hotel. Social media platforms like Facebook offer the opportunity to drive a portion of over two billion monthly active users from your page to your website. Additionally, there are three main reasons to create a strong social media presence:
- Social media builds credibility
- Social media garners a loyal following
- Social media brings awareness to your business
Weekly posts about your rooms, amenities, area, and other aspects of your property build credibility by showing potential customers who you are. These converted customers then share their experiences on social media, showing people that it’s worth their time and money to visit you. For more on how to run your social media account, read our guide outlining why you need a strong social media strategy.
YOUR AMENITIES AND CONVENIENCE
It’s the little things that differentiate between a good stay and a great one. These amenities and conveniences can be anything from complimentary WiFi to laundry rooms to onsite pools. Millennials are always plugged into their phones, laptops, and tablets, so something as small as high-speed WiFi can go a long way. This is an area where you can separate yourself from the competition by offering an exclusive list of complimentary services or activities.
The Inn at Moonlight Beach sells itself as a holistic inn where mind, body, and spirit can relax and rejuvenate. It is an excellent example of an inn that features a list of unique amenities, such as:
- Quality, healthy foods
- Special fitness areas
- Advanced air filters
- Purified faucet water
- Lighting systems that promote sleep
These might not seem like difference makers, but they set the Inn at Moonlight Beach apart from other inns in the area that don’t have these features. Offering onsite events can also greatly increase traffic to your property.
INCENTIVES & CUSTOM PACKAGES
When potential guests search for your property online, they look at the activities and attractions in the area. Creating packages that feature a special incentive with a room significantly increases the chance of someone choosing your inn over another one with similar accommodations. Supplement a room rate with a special discount for concert tickets, museum tours, or other events in the area. Promoting these events on social media also increases your chances of people staying at your inn. For millennials, this can create the “fear of missing out” on an experience if they don’t stay at your property.
YOUR LOCAL AREA
While having great rooms and a spectacular property draws visitors to your B&B or hotel, your guests didn’t come to sit in their room. Don’t just sell your property, sell the area around your property. Make sure you create a form of lead generation that adequately captures your area. If you are near a big town or city, sell the convenience of your location and all of the places you can access. If you are in a rural area with a lot of outdoor activities, sell an adventurous or secluded experience where guests can relax and escape the fast pace of city living.
Emphasizing your local area goes hand in hand with having accurate, eye-grabbing photography of your property and location. If guests can see your area and they like what they see, they’ll have a compelling reason to stay with you.
YOUR WEB PRESENCE
Like we mentioned earlier, millennials are constantly online. They receive most of their information from the Internet, making a strong web presence incredibly important. A sleek, modern, and easy-to-use website can make all difference in garnering a loyal customer base. In contrast, a messy looking website that is old and difficult to navigate gives your business a bad look. After all, if you showed up to a sales deal with your shirt untucked, dirty clothes, and sloppy hair, would you expect someone to buy your product? The same thing goes for your website. Read more about what makes a great bed and breakfast web design on our blog.
IN PAY-PER-CLICK AND AD CAMPAIGNS
Investing in pay-per-click (PPC) and ad campaigns allows you to break through the wall of millennial travel trends. While organic traffic is the ultimate goal in spreading your name across the web, paying for an ad on Google is a great starting point. If your website features well-written, relevant, and keyword-rich content, these ads can help your site appear in more and more searches, which will ultimately result in more organic traffic. If you want to know more about the importance of investing in PPC and ad campaigns, read our guide to understanding PPC in the hospitality industry.
RELATIONSHIPS WITH YOUR GUESTS
The concept of local living is a popular millennial travel trend. Building relationships with your guests, sharing your history, and creating a community-focused environment is essential for your property. Telling these stories and interacting with guests on social media creates a strong, loyal network. This validates your property and ultimately strengthens your brand identity.
There are many ways to capture and understand ever-changing millennial travel trends, and Q4Launch offers unique and effective marketing strategy for your property. Our professional group of marketing geniuses offers a full-service approach, including:
- Website Design
- Email Marketing
- SEO implementation
- Content marketing creation
- Lead generation
- … And more!
We care about helping you grow your business. If you’re interested in growing your brand with us, request a free Google Analytics analysis for your website. This report will show you the strengths and weaknesses of your website and explains how users interact while visiting the site. If you want to learn more about Q4Launch’s passion for hospitality marketing and dedication to our goals, speak with one of our team members today!