In an increasingly competitive marketplace, it is important to ensure that you are catering for the needs of the younger consumers. After all, they are likely to be the people that will be using your service in years to come and much emphasis needs to be placed on creating a lasting impression. Here, we take a look just exactly how leading hospitality brands are engaging with their younger audience, and some of the benefits of it
Brand promotion through influencers
Across many sectors, marketing teams have been working closely with influencers to promote their products, lifestyle and brand for many years; and the hospitality industry is no different. The younger generation of today - millennials - are very different to their predecessors. They are no longer interested in traditional forms of advertising such as newspaper marketing or television ads; they are more inclined to turn to social media platforms to find out where the latest ‘influencer’ is staying, eating or drinking. They put value into what these celebrities, bloggers or the elite are doing and brands are able to promote themselves much more naturally. It’s a new and increasing popular way of engaging with new audiences to show that anyone can live like an influencer. With the constant influx of social media apps and updates - such as Instagram stories or Facebook live - these influencers are inviting everyone on a journey with them and allowing you to experience the moment with them and subtly encouraging you to know that you can do the same.
Marketing travel as a lifestyle
With the continuous rise of well connected flights and budgeted accommodation around the world, it’s not hard to see why millennials are heading around the globe to create their own travelling adventures. Most of the younger generation have put careers and investing in a house on the backburner and packing their bags to explore new cultures, embrace new food and drinks and be involved with experiences that they’ll never forget. Many hospitality companies have already tapped into this and have very cleverly marketed travel as a way of life. They’ll use content across blogs, websites and on social media to really connect with their new audience sharing inspirational messages to obtain interest from younger travellers. Hotels have come away from simply sharing pictures of their rooms and are sharing experiences that have been created within it which is much more moving and motivational than just a bed!
Allowing the younger generation to promote business
Across the younger generation, it’s extremely normal for them to whip out their phone to snap a picture of their food or drink, upload it straight onto social media, tagging who they are with and where they are. Hospitality industries are embracing this and encouraging their guests to take photographs of their establishment and post it on social media. One way they are getting people to do this is through having quirky decor, great art-work, cool cutlery - and most importantly access to free Wi-Fi. In return, they are gaining online promoting for free - a very clever tactic!
These are just some of the ways that hospitality industries are really engaging with the younger audience, Let us know your thoughts on what makes the younger audience tick over on Twitter! x