The hospitality industry is undergoing a significant transformation, and young people are at the forefront of this change. Booking a hotel has evolved dramatically over the past few decades. Thirty years ago, or even just ten years ago, consumers primarily relied upon travel agents, phone hotels directly, magazines or teletext (showing my age!) to secure their accommodation. Fast forward to 2024, and the landscape has completely transformed. In today’s tech-savvy world, nearly everyone books their holidays online, with platforms like Booking.com leading the way in providing convenient and efficient service.
The advantages of booking online are significantly more convenient than any other way, for example, time saving, instant email confirmations, reviews at your fingertips and the option for last minute bookings.
Over the years hotels have had to develop and evolve with their marketing and booking options by adding their venues to booking.com and other platforms, as well as creating social media accounts – all to keep up with our ever-changing consumer habits. Currently, social media presents a prime opportunity to excel both for your own venue’s online presence, as well as your customers advertising it for you.
Additionally, to the younger generation the visual appeal and shareability of their experiences are as important as the experiences themselves.
Young people are drawn to aesthetically pleasing environments that offer perfect backdrops for their social media posts. In fact Globe Trender found that 20% of young Brits admit to choosing destinations based on potential photo opportunities for social media.
Hotels and restaurants with aesthetically promising interiors, unique design elements, and photo opportunities can transform a space into a social media sensation and therefore attracting more of the younger generation to your establishment.
In today’s competitive hospitality market, young people are more discerning than ever when it comes to choosing a hotel. They evaluate a multitude of factors beyond just the basics of comfort and convenience.
According to a report by Little Hotelier “more than half of them [millennials] consider free wi-fi as the most sought-after hotel amenity.” This is now essential for hotels and accommodations, and by understanding and catering to these diverse preferences, hotels can better attract and satisfy the younger generation of travellers.
According to a blog by Mize, 34% of millennials book a hotel from viewing it on social media. This highlights the powerful role that platforms like Instagram, Facebook, and TikTok play in shaping travel decisions. Young travellers are heavily influenced by visually appealing posts, stories, and reviews shared by their peers and influencers.
Moreover, consumers also use social media as a source of research – with 21% of Brits using social media to research their destination before booking.
I believe video reviews offer an authentic glimpse into the hotel’s ambiance, amenities, and experiences, making them a crucial form of marketing for a hotel or businesses alike. For example, my father thoroughly researches all his hotels on YouTube before booking, watching tour videos to get an in-depth view of what he is paying for.
By recognizing and harnessing the power of social media, hotels can tap into a vast network of potential guests who rely on these platforms for travel inspiration and recommendations. Creating a tour video allows hotels to present genuine, unedited footage, providing customers with transparency and reassurance when looking at their accommodations.
By understanding and catering to their preferences, particularly through the strategic use of social media, hotels can attract and satisfy this influential demographic.
Continuous improvement and adaptation to digital trends will be essential for maintaining customer satisfaction and staying competitive in the ever-evolving hospitality market.
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Source: https://mize.tech/blog/positive-and-negative-effects-of-social-media-on-the-tourism-industry/
Source: Brits spend big on vacation prepping for social media (globetrender.com)
Source: Millennial travel: Trends and statistics | Little Hotelier
