Millennials, Now Bigger than Boomers, Offer Hotels Challenge
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As the summer travel season hits its peak, the $928 billion global travel industry is reaching out to a new key segment: millennials.
Hospitality chains are doing everything from changing up decor — updating rooms with trendier furnishings and glitzing up lobbies with musical acts — to adding services such as budget prices, 24-hour cafes, full-service bars and even yoga classes in pursuit of the millennial traveler. And in a nod to this digitally conscious generation, they are wooing them with social media, concierge apps, free Wi-Fi and smartphones used as room keys.
“This is a huge generation that will have a big impact, and we’ll continue to meet them wherever they are,” said Mary Beth Parks, senior VP-global marketing at Hilton Worldwide, which has more than 4,300 hotels in 93 countries.
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