FRANKLIN, Tennessee—Hotel operators must evolve quickly to meet the changing needs of hotel guest, speakers said earlier this month during a Hospitality Sales & Marketing Association International roundtable moderated by Hotel News Now.
Randall King, VP of corporate marketing and development at The Dow Hotel Company, said the guest dynamic has changed now that the millennial traveler is becoming a bigger force in the industry. Hotel operators need to comb through all the available data to figure out the best way to approach today’s guest.
“Our transient guest, who is that person?” he asked. “It’s no longer the person that’s been with Marriott for 30 years.”
He said millennials are looking for life experiences when they’re on the road. “They’re going to be that guest who’s going to say, ‘Yes, we had a great experience, but I’m going to try out that other hotel (and) see what they have to offer just to change things up a little bit.’”
Tonia Noonan, VP of sales and marketing at Sunburst Hospitality, agreed with King’s assessment.
“The customer is changing. The people selling to them have to change,” she said.
Amanda Dennis, VP of sales and marketing, full service at Sage Hospitality, pointed to hotels drastically changing their property’s design to suit the needs of millennials, who are more social and less likely to work solo in their rooms.
“Now you’re taking your computer downstairs (in the lobby), plugging it into a table that has an electrical outlet and you’re having a beer and watching the game with other people who are staying at the hotel,” she said.
Social media
A focus on social extends beyond just having a beer in the lobby, however. The HSMAI members were in agreement that social media has a role in capturing demand.
King said feedback on a hotel stay is instantaneous.
“If they have a great time, it’s posted on Facebook,” he said. “If they have a lousy time, it’s posted on Facebook, or whichever medium they take.”
Michael Tall, president and COO of Charlestowne Hotels, said social media engagement is key. “That’s what people want to do,” he said. “People are engaging into their experience.”
Dennis said social media is not entirely about engagement, however. It’s also about reputation management.
“When people start talking social media, they mean TripAdvisor,” she said. “How did that happen?”
Some members said it can be difficult for operators, who are already juggling several other tasks, to keep a close eye on social media platforms. Noonan said it needs to be a focus because hotels are conspicuous by their absence on social media.
“You can’t equate engagement to booking,” said Jeff Weggeman, senior VP of sales, marketing and e-commerce at Pyramid Hotel Group.
Phill Burgess, VP of sales and revenue optimization at John Q. Hammons Hotels & Resorts, agreed that hoteliers shouldn’t struggle to try to put a return on investment figure on their social media activities.
“Trying to put a ROI on social media is like trying to put a ROI on your mother,” he said.