Generation Experience: Attracting Millennial Hotel Guests

Understanding how hoteliers can win over the most competitive demographic in the hospitality sector is crucial. With millennials becoming the most competitive demographic,  hotel furniture manufacturer Knightsbridge Furniture surveyed 1000 18-34-year-olds to understand what they are really looking for in a hotel.

The Research

The research’s results were striking. One area of inquiry revealed that an overwhelming 87% of respondents cited the interior design as important when booking a hotel. With a grand total of 81% identifying a ‘cool bar’ as a critical factor in their choice.

The research also highlighted the power of social media as a communication tool. 76% professed to have shared an image of a hotel (including bar, pool, restaurant, bedroom) that they have stayed in. Furthermore it is a signifier of good taste. As 83% stating that they booked a hotel because they had seen images from someone they follow on social media. 73% check the social media feed of hotel before booking and 1 in 3 would be put off booking altogether if a hotel had no social media presence.

With this in mind, interior design is more important than ever. A well thought out design scheme could be part of the solution for hoteliers wanting to build a loyal following amongst the millennial generation. As whilst 82% of millennials stating a preference for experiencing a new hotel each year. A significant 42% will return for an impressive design.

Digital Considerations

Website performance was another key area of investment for hotels. More than half of millennials would be put off booking a hotel if the website was difficult to use. Just shy of half (49%) expressed that they would be put off if they couldn’t book instantly online.

Alan Towns, CEO of Knightsbridge Furniture explained more about the research:

“We know from previous studies that the millennial generation is socially conscious, experience led and extremely connected. This research shows how this resonates though the hotel sector at every level, from the way a room is booked, the value this groups places on social media and the importance of the physical environment. Thriving hoteliers recognise the necessary investment in design, furniture and finishes to keep this audience returning. Equally important is the management of social media channels and vitally, having the best Wi-Fi in town!”