Baby Boomers, Millennials and Hotel Marketing

How to communicate, gain trust and attract a new generation to your brand.

The term “Baby Boomers” refers to the generations of people born after World War 2 when there was a growth in the birth rate. They were born in the 50’s and 60’s and they represented a large portion of the disposable income targeted by advertisers of products and services in the ’80s and ’90s.

“Millennials” refers to the generations that were born in the ’80s and ’90s and reached adulthood (with disposable income) as we came into the 21st century. The 2015 USA census recorded more Millennials than Baby Boomers for the first time.

When it comes to marketing to these diverse segments, do you as a hotelier stop to think about the different ways that these prospective customers are influenced about what they purchase or consume as a service? Many Baby Boomers remember a time when there were no mobile phones or even connected PCs, and when tablets were for aches and pains, whereas most Millennials have always been “connected”.

Traditional promotional methods such as advertising are ineffective as a growing number of consumers watch recorded or “On Demand” television and Newspaper sales are declining. Ad blockers online are growing exponentially. Studies have indicated that over two thirds of Millennials have installed “Ad Blockers” on their devices. And yet, more and more of your marketing budget is being spent on online advertising and E-Zines.

But Millennials communicate differently. Their trusted form of communication is the handheld device they have always had. They use Text, Snapchat or Facebook to communicate. And a decision to buy a brand or service can be made because they “trust” the communication. They know the source of the message.

This is one of the main reasons you should consider Brand Advocacy. It allows your clients to share their online booking details with their Facebook Friends. Your hotel is immediately exposed to large volumes of prospective clients. And they trust the source of the communication.

Think about it! The moment your guest clicks “Book Now”, every Facebook friend of that guest gets an incentive from you to book your hotel. And the message is from a “trusted” friend. It is fully integrated in your booking engine and it happens automatically.

This is a way to put your hotel at the centre of a trusted conversation between potential new guests. And it has impressive conversion rates!

Now you’re communicating.

Read More about our Brand Advocacy Solution