Hotels must adapt to the next generation of guests

For years, the baby boom generation has dominated and dictated how hotels behave and promote themselves. But now, as more and more Gen Yers and Gen Xers travel, hotels will need to become more sensitive to their needs and travel habits. And with the rise of social media as a major marketing platform, hotels will need to refocus their energies on this exciting new medium, one dictated by ‘young and forward’ thinking.

Addressing this sea change in perspective will not be easy for hoteliers. It represents radical ideas and requests, even somewhat crazy. For example, in the past, hotels would always leave the lights on for their guests at all times. There is even a major hotel chain that uses that concept as a motto. But this isn’t always what this younger generation wants: in a greener, more environmentally conscious atmosphere, these younger travelers would rather you left it dark. These youngsters would rather enjoy the dark, save the Earth, and shine the light on themselves than have you waste all those kilowatts each and every night. This fact is a small sample of the great shift change that hoteliers face around the world. Changing not only the way they market their business, but also their own business model.

There are a host of other issues and changes that the younger traveler brings to redefine the luxury hotel experience. Technology is obviously cutting edge. And not just cutting-edge technology, but cutting-edge mobile technology. Book, view virtual tours, find rates (and discounts) not only from the host hotel but also from the competition, view room layouts, check in and pay all from your portable electronic device.

If that wasn’t enough, all that technology needs to happen before the guest even steps foot in your hotel. Once the boot is on the carpet, you better be greeted with wireless internet (free and high-speed), full-service fax/business center, electronic keys (self-erasing), flat screen TVs, television satellite, Tivo, mobile DVD players, iPads, iPod music centers and electronic self-closing shades. Of course, make sure all this technology is always turned off when not in use! Continuing with the green theme, make sure that beds, towels and sheets are not changed for free and that any laundry or dry cleaning services are as eco-friendly as possible.

From a design standpoint, hotels are getting fancier with furniture to boot. The taste for the modern design of the next century predominates. If your hotel doesn’t feel like it’s from the 21st century, then you won’t get 21st century bookings. More and more young travelers and travelers with younger tastes dictated by social media dominance will create a shift change for your hotel. From design to technology, booking methods and marketing, the future of the hotel will be in the eyes of the next generation.