The topic of catering to the millennial guest is something that is usually top of mind for hoteliers. In many ways, this generation is driving hospitality providers to embrace new innovations, which ultimately benefit all guests.
However, is catering exclusively to the millennial guest a smart business strategy?
It is easy to forget that those individuals over 50 years old, the “baby boomers,” hold the majority of our nation’s wealth. As such, hoteliers should consider the technology adoption challenges that come with this extremely influential demographic.
The reality is that a hotel’s IT plan should have varying degrees of technology to cater to both generations. For example, at check-in, while some millennials want to check-in with a mobile app, boomers might simply want to interact with a human.
In addition, a millennial might find it easier to use a social media tool – like Yelp – for dinner recommendations and reservations, while again, a boomer might prefer gaining these insights from a human concierge.
Of course, the technology adoption differences between these generations are not always black and white. Many boomers are tech savvy, and there are millennials who prefer human interactions.
This points to the need to offer a wide-variety of services that cover both the innovation and human elements of guest interaction. By taking this approach, you can offer a frictionless guest experience based on many services.
While the digital world has disrupted traditional methods of doing business, this does not mean that the old ways of engaging with guests – especially the 50-plus generation – are no longer effective.
Putting all your eggs in one demographic basket may not be the best approach.