This article discusses how hotels can start to create powerful experiences, that are separate from the rooms in order to start to compete for a younger demographic’s heart. We discuss much of this in Chapter 3 of Experiences: The 7th Era Of Marketing
Millennials travel differently than previous generations — both for leisure and for business — and hotels have been slow to adapt their offerings in ways that appeal to millennials. Teresa Lee, an analyst — and self-described millennial — at hospitality researcher HVS took at swipe at the industry in a 2014 report by asking this simple question about the industry’s attempts to modernize: “Is this 2009?”
It’s no surprise.Hotels are trying to appeal to the under-35 set, but they’re going at it in the wrong way. While brands like Marriott, Hilton and Hyatt have begun embracing technology, modernization isn’t solely about technology. It’s not just about allowing guests to check in via phones, equipping staff with tablets, or inventing robot butlers. It’s not even about having a great ad campaign.