|Outdoor spaces can draw Millennial travelers, such as the Assembly rooftop bar (pictured) at The Logan, Philadelphia's Hotel.|
Recently Travel Agent had a chance to speak with Sandy Heydt, director of sales and marketing at The Logan, Philadelphia’s Hotel, which is part of Hilton’s boutique Curio Collection, about what Millennial travelers are looking for in a hotel.
“I think what Millennials are really looking for is things that are different and interesting, and not your cookie cutter experiences,” Heydt says.
Over the course of our conversation, five key themes emerged:
1. Outdoor Spaces: A great outdoor space at a hotel provides a space where Millennials can socialize and feel comfortable.
“Rather than having just a traditional lounge that might be dark, open spaces where they can move around have a more relaxed experience,” Heydt says. Open spaces can also provide an opportunity for Millennials to stay active on the road, which is also important to this demographic.
2. Healthy Food: In addition to working out, health-conscious Millennial travelers also look for ways to keep eating healthy, even while on vacation.
“They want a variety of options, not just hotel fare, and they want it to taste great,” Heydt says.
3. Local Culture: A good hotel for Millennials should also reflect the culture of the area it’s in, says Heydt.
“I think a lot of these lifestyle brands are popular with Millennials,” says Heydt. “They want to feel like they’re getting a flavor of the city.”
A hotel with an interesting design and art scene also tends to draw Millennials, according to Heydt. “Millennials want to socialize in places like that,” she says.
4. Technology: Of course, tech-friendly amenities are another way to appeal to Millennial travelers.
“They want hotels to have the latest, and they want everything to work well,” says Heydt.
5. Careful Engagement: Finally, Millennials respond to hotels that engage with them — but only those that do so in a respectful way.
“We have the Kipsu app that allows us to have real time conversations with our guests,” says Heydt, noting that Millennial travelers tend to respond more to text messages sent through the app than other forms of engagement, like pre-arrival and confirmation emails.
“But we never sell to them on that app,” Heydt says. “We just want to connect with them on that app, so they like to connect with us. I think you have to be careful with that on social media in general — you can’t always be promoting, you have to tell stories or give information or people will stop following you.”