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Capturing the Hearts of Gen Z and Millennial Travelers – By Natasha Roque – Image Credit Unsplash+
Hotels must continuously adapt their marketing strategies to attract the next generation of travelers—Millennials, Gen Z, and the emerging Gen Alpha. These generations are characterized by their brand agnosticism, limited expendable income, and a strong desire to prioritize unique travel experiences over traditional spending. To effectively engage this audience, hotels need to employ creative digital marketing strategies that go beyond conventional social media and loyalty programs.
I’m passionate about this topic and brought it to my fellow HSMAI rising marketing leaders to discuss. Read on for the six key takeaways from our discussion to engage younger generations.
- Embrace Authenticity and Experiential Marketing
Authenticity is vital for younger travelers who seek genuine and unique experiences. Instead of relying solely on polished, brand-centric content, hotels should focus on creating immersive and relatable experiences that resonate with their audience. For instance, partnering with local influencers or hosting exclusive events can provide guests with memorable interactions that feel personal and authentic.
One member shared how their hotel collaborated with a popular podcaster to host live recordings at their venue. This partnership allowed guests to engage directly with the podcast host, creating an organic and immersive experience that drew in fans and increased the hotel’s visibility.
- Leverage User-Generated Content and FOMO
User-generated content (UGC) and the creation of Fear of Missing Out (FOMO) are powerful tools in digital marketing. Encouraging guests to share their experiences on social media platforms not only enhances the hotel’s online presence but also builds trust among potential travelers.
Develop campaigns that reward guests to post about their stay, such as photo contests or featuring guest stories on the hotel’s official channels. Highlighting real experiences can attract new customers looking for authentic and trustworthy recommendations.
- Utilize AI and Emerging Technologies
Artificial Intelligence (AI) offers significant opportunities to enhance the guest experience and streamline operations. AI-driven chatbots, for example, can provide personalized recommendations and assist with bookings, making the interaction more efficient and tailored to individual preferences.
Try integrating AI tools that analyze guest data to offer customized itineraries or suggest activities based on past behavior. Additionally, monitoring AI-driven interactions can provide valuable insights into guest preferences and emerging trends.
- Focus on Niche and Passion-Based Travel
Today’s travelers are increasingly planning trips around specific passions and interests rather than just destinations. Hotels can capitalize on this trend by aligning their offerings with these niche interests, attracting a more targeted audience.
A hotel near a popular anime convention partnered with event organizers to offer themed packages. Guests attending the convention could enjoy exclusive amenities and experiences tailored to their interests, making the hotel a preferred choice for attendees.
- Strategic Partnerships and Influencer Collaborations
Forming strategic partnerships with influencers and aligning with trending events can significantly boost a hotel’s appeal to younger demographics. These collaborations should feel seamless and organic to avoid appearing overly commercial.
Partner with micro-influencers who have a strong, engaged following within specific communities. Hosting events or featuring influencers in unique hotel experiences can create buzz and attract their followers to the hotel.
- Enhance Loyalty Programs with Unique Experiences
While loyalty programs remain effective, enhancing them with unique, experience-based rewards can make them more appealing to younger travelers. Offering perks beyond traditional discounts can foster deeper brand loyalty and encourage repeat visits.
Introduce tiered rewards that offer exclusive experiences, such as behind-the-scenes tours, personalized services, or access to special events. These unique incentives can differentiate the loyalty program and make it more enticing for members.
Further Reading
Other Resources:
Questions for your Team:
- How are you adapting travel trends and User-Generated Content (including reviews) to advance your digital and content strategy?
- How can hotels leverage emerging tools like AI while simultaneously observing the reemergence of the traditional travel agent to gain visibility and increase bookings?
- Which traditional and emerging channels are proving promising or most effective in engaging the next gen traveler?
- Strategic partnerships are essential to keep legacy brands current. Marriott, for example, has partnered with trending sporting events like Formula 1 to reach new audiences in key segments leveraging the Bonvoy loyalty program.
- What are examples of successful or dream brand partnerships you have seen?
- How have you seen hotels successfully begin to create Lifetime Value with the market segment defined as HENRYs (“High Earning Not Rich Yet”)?
Natasha Roque, Manager, MDS Guide (Marriott Digital Services, Customer Success) Marriott International, Rising Marketing Leader Council Member. Connect with Natasha on LinkedIn.
This article originally appeared on HSMAI.
