Co-creating the story. It’s what the millennial market wants.

The market millennial market is growing for the hospitality industry and they know what they want from a hotel experience. Since they work hard and play hard they seek an ‘real’ experience most of all and price is always important in how they choose where to stay. They want value, no hidden costs and as personalised experience as possible. So the exact opposite of the ‘big hotel’ experience. Most of all they want simplicity and service, and whilst we are about it, if you can communicate by text to keep them up to date, have a buzzing lobby and the prospect of sampling a craft drink, whilst surrounded by art and creativity represented by local talent they will most likely be sold! And make no mistake, they will share it all with their friends, good or bad! They will photograph the lobby, their food, anything worth remembering in the room and their discoveries locally.

This young market connects with brands more emotionally than any other market and as they share their experiences genuinely, the brands and hotels that connect and be a part of the co creating the brand ‘story’ will win the day in capturing the hearts and minds of this audience. Then, if they can sit in the lobby connected to WIFI with a perfect latte they will return again and again!

Boutique, independent hotels like Hotel ICON, that have the ability to deliver a more unique and personal experience, are quickly enticing this market. They are more influenced by brands who care about sustainability and market themselves in more personalised ways, so that’s Instagram, YouTube, Facebook and Twitter becoming necessities for any plan. The millennial may go to TripAdvisor first to check out what people say about their experience, but is then likely to check out social media to see how the brand represents itself. So keeping up to date is essential.