Hospitality + Millennials: a redefinition

Hospitality + Millennials: a redefinition

Over the years, we have seen many different generations, all with their own stories: the G.I generation, the Silent one, the Baby Boomers, generation X, the Millennials and even the following generation, the Z. But why are the Millennials so important to any business today? Who are they? Why and how do they have such an impact?   
    

First of all, who exactly are these renowned Millennials? According to demographers, Millennials are born between 1980 and 1995. The US has only the third largest Millennial population in the world. The world’s largest Millennial populations are in India and China. To be more precise, 58% of the world’s Millennials live in Asia. This represents over one billion people! These numbers thus make the Asian Millennials a key target for any business.   

   

Why, you may ask? Let’s start by a simple truth: there is no way to deny it, Millennials have been shaped by technology. This means that they make a thorough use of our fully connected world: 59% of Millennials use social media to find information, compared to only 29% of the 35+ crowdIDG Research Group asked Millennials about the subjects that interest them most and what gets them to visit a website. The answers given can be applied to any business:  

  • 75% of Millennials wanted news   

  • 59% of Millennials wanted information about travel   

  • 62% were interested in food   

  
Moreover, 69% of Millennials are ready to go on a website to get a coupon and 70% of Millennials click on ads. These are facts that no company should ignore!  

Asia 

In Asia, Millennials are the wealthiest generation their country has seen. Which may explain why they are inclined to eat out and travel so much. According to Daxue Consulting, 44% of Millennials say they eat at home only twice a week. And food delivery services generate a $1.2 M revenue in China. Tourism is not left behind: 2/3 of Chinese passport holders are under 36, and make up 40% of Chinese international travelers. Moreover, top travel destinations of the Asian Millennials are Hong Kong, Singapore, and Tokyo! Let’s take a closer look at numbers related to the hospitality industry. 

Restaurants 

95% of Millennials use their smartphones in a restaurant. The need for Wi-Fi access is thus obvious. Indeed, Millennials are willing to share data if they can get recognition leading to personalization. Acknowledging the need, power, and use of technology allows operators to collect information on behavior, and target promotions to increase average order value or deliver unique experiences that fuel repeat business.   
   
More than half of Millennials want to order food and beverages, delivery and takeout, through their mobile. 41% already do so, which is proof that when the option is available, Millennials are quick to use smartphone ordering. 52% of Millennials want to access their loyalty programs on their mobile devices. However, only 16% of Millennials already manage loyalty via mobile. Why such a gap? Not enough companies offer such a fully connected loyalty program! This represents a huge opportunity for food and beverage operators.  

Hotels

In hotels, this use is even more flagrant. The Millennial traveler makes up over one third of the world’s hotel guests. That number should reach over 50 percent by 2020. In terms of hotel experience, Millennials have very high standards. A powerful and reliable Wi-Fi is one of them. Overall, more than 90% of Millennials connect to the hotel Wi-Fi. And before arriving, 23% have checked into using a mobile device, 48% booked the room online, and 54% have browsed the hotel website  

  
According to Millennials around us, hospitality employers could make a better use of technology. Seeing how connected Millennials are in hotels and restaurants, smartphones could be used to order room service, pay for the food, plan the next lunch, book an outdoor activity such as golfing or an indoor activity such as a spa treatment, connect their own music to the speakers of the room, write a guest feedback, order extra towels or luggage pickup, etc. Hospitality businesses are forced to rethink their designs, services and infrastructures, to meet the Millennials’ expectations and deliver them both a meaningful and memorable experience.  

Mobile technology is undeniably shaping consumer expectations. This leads to a redefinition of hospitality, based on the Millennials’ preferences. To offer these fully connected services and options, integrated platform and software solutions appear as the best means to meet the guests’ ever-changing needs. However, no matter how important mobile device options are, it is absolutely not the only fact to take into account. Indeed, many Millennials still favor the “human touch” and need to receive personal services in restaurants, bars, coffee shops and, hotels. The balance between these two needs is the real key for a successful future.  

  
Nowadays, it is evident that the Millennials are the ones to target, the safe business bet, the trend to follow, and the way to success. With this in mind, HARi hopes that its customers and friends will be able to best meet the Millennials’ needs and expectations. Nevertheless, we should keep an eye on the next generation Z, for in a few years, this generation, which has never known a world without internet, will be even more powerful than the Millennials!   


How can HARi help you adapt your services to the Millennials’ needs?  

With powerful and fully connected products and solutions  
Have a look here, or contact us now! 

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