How to attract Millenial guests for Hospitality Businesses


How to attract Millenial guests for Hospitality Businesses

It seems that Millenials do not like conventional tourism. “Tailor-made” tourism made of sustainable travel, personalized itineraries, active holidays, food and wine tours are the most popular among Z generation travelers. A trend that highlights a clear change in the approach of young tourists increasingly looking for unusual outdoor destinations and new experiences – which have become more appealing to them than pre-packaged offers.

Sustainability is the very essence of this new type of vacation: green holidays, with low environmental impact and respect for the ecosystem and local traditions, including pet-friendly travels, are increasingly taking hold among young people who are more attentive and responsible than the previous generation of “Boomers”. Risk and adventure are now replaced to build a personalized travel experience made of new intangible values: authenticity, emotions and memories.

Social networks play a major role, since the Millenials were the first to deal, from their childhood, with the digital world. Social medias influence the choice of destination, as well as the reviews  received. Furthermore, new generations travel with an influencer spirit, even without being one, publishing on their own channels, through selfies, posts and videos, destinations and places to inform their virtual friends. Their attitide is free, collaborative, open but also careful of their image and reputation in the web.

Following these new trends, many of the hotel facilities, like those where our bachelor’s students are doing their internship, increasingly focus on the customization of the service with the aim of catering for the new generations. Most of the hotels, in fact, instead of just offering food, accommodation and itineraries, provide a high-quality and authentic service: dynamic environments, modern design, smart rooms with high technological equipment and use of environments with a spirit of sharing and collective experience.

For example, among the Italian pioneers of hotel room automation in the hotel, TH Rome Carpegna Palace Hotel  (that hosted 5 of our students as trainees ) was the first hotel in Italy to introduce Alexa in the experience of the guests. On the other hand, Hotel groups like Club Med, in order to meet the new tourist trends, have sports facilities such as swimming pools, tennis courts and beach volley grounds for employees (including our interns of the bachelor’s degree)to better interact with guests and experience the same emotions. Others, such as Steigenberger Hotels which hosts 4 SIO trainees, combine the experience of luxury with a responsible philosophy towards the environment, with a roadmap for the staff that includes binding short-term targets, for all key sustainability issues.