They differ from baby boomers (born 1946–1964) in many ways, including their preferences when staying at a hotel. Millennials feel “interesting is more important than comfort.” They also lack brand loyalty for hotels, making competition for their business fierce. 

Hotel chains are therefore hurrying to upgrade their facilities to attract these younger guests in sneakers and baseball caps, who aren’t completely at home in quiet lobbies that reek of Olde England. Chains such as Hilton, Starwood, Marriott, and InterContinental have installed sleek and comfortable new lounges with stylish bars, plush furniture, areas for socializing, out-in-the-open power consoles for recharging electronics, and electronic concierge services. They’ve added state-of-the-art gyms, happy hours, free wine and tea tastings, yoga classes, designer shower heads, check-in kiosks to replace registration desks, and of course Wi-Fi access and high-speed Internet, which one observer described as “almost like air to millennials.” And, appealing to millennials’ green leanings, they’re going eco-friendly. The hotels of Starwood’s Element brand are pursuing LEED certification, and Hilton’s Home2 Suites eliminated the little bottles of shampoo in favor of less wasteful pumps in the shower.

While baby boomers enjoy the solitude of their rooms after a long day of business or sightseeing, millennials like to visit several restaurants and bars during their travels, so some hotels are introducing multiple eateries and lounges, all designed with different themes to create variety and keep guests from spending their entertainment budgets elsewhere. In New York, TRYP by Wyndham Times Square South partnered with Lobby Friend, a social media app that encourages guests to socialize with each other during their stay. Starwood Hotels and Resorts Worldwide set up a 20-member team to monitor and respond to guests’ complaints and suggestions—but not at a desk in the lobby. This team works solely online, constantly monitoring Instagram and Twitter posts by their outspoken guests. 

And, of course, hotels are increasing their own online presence, including on Facebook, Twitter, Google+, and YouTube, since the vast majority of travel arrangements are now made online. It’s all part of the hotel industry’s effort to woo a group whose travel spending has risen rapidly. The business has come a long way from placing chocolates on guests’ pillows at night. 

Questions 

1. Hotel chains see millennials as critical to their financial growth. What are some reasons why? 

2. How should the hotel industry use social media to connect with younger travelers?