How Do Millennials Shop for Hotels?


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By: Ryan Racketa, McConnell Marketing, Business Development Specialist

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Baby Boomers are no longer our largest generation; the Millennial generation, those born between 1982 and 2000, now bears that name, and the hotel industry is taking notice. Several brands such as Marriott and Hilton are changing the way they design their rooms to appeal to Millennials. This change has some members of the older generation complaining, but the numbers do not lie. Millennials are not only the largest generation, but they are also the most well-traveled. An Expedia report found that people under 30 travel 4.7 times per year for business, versus 3.6 times for those age 30-45. On top of that, Millennials take 4.2 leisure trips per year, versus 2.9 times for older generations.

Typical Millennial Traveler

  • Curious and Adventurous
  • Tech Savvy
  • Constantly Connected
  • Love Convenience
  • Blended Business/Leisure Lifestyle

Millennials are the most connected generation, with the vast majority of them using smartphones, smart watches and tablets in their day-to-day lives. Just as booking hotels from your computer was the thing to do just a few years ago, booking from phones and tablets is the common practice now for Millennials. More booking sites are developing apps that streamline the process and make it easy to book. Convenience and ease-of-use are both very important to this generation.

Review Sites

Reviews of the hotel and discounted rates are just as important as the ease of apps. Booking apps will feature a tab for reviews, showing others what people thought of their personal stays. What are Millennials looking for in a hotel? What matters most to them when booking? Millennials will try to find the best deal on a cost to rating ratio, knowing that better hotels will cost more. Millennial travelers spend less time in the hotels and more time exploring the city they are in. Due to this, hotels are focusing on making a stay cheaper by taking a minimalist approach on room design.

With hotels doing their best to reach the younger demographic, we are sure to see more changes coming to the hospitality industry in the future. What changes would you like to see in the future of hotel rooms and booking? Comment below!

About McConnell Marketing

Founded by a former Director of Sales and Marketing, now women-owned and operated, the McConnell Marketing powerhouse team has over 25 years of experience in luxury hotel marketing. We specialized in brand development, copywriting, graphic design, and are also adept at web design, content marketing and social media strategy.

DOYO Live – Digital Marketing + Interactive Design Event in Youngstown, Ohio.

McConnell Marketing will be participating in DOYO Live’s – Thought Leadership Panel Discussion. Steve Kandray, Marketing Director of Business Development at McConnell will be participating in the panel discussion to share his thoughts on topics on the hospitality industry as it relates to marketing, as well as a number of members from Steve’s team at McConnell will be attending DOYO. Be sure to connect with Steve at DOYO.

DOYO Live will be announcing the full line-up thought leadership over the next few weeks!

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