We recently launched a research report (featured in Lodging Magazine) uncovering that Millennials (those currently 22-37) have a higher demand for enriching experiences over traditional hotel amenities.
Our Insights team at FutureBrand Speck surveyed 250 travelers to better understand how to attract and retain guests in the hospitality sector, and found disparate results among the generations. Younger generations are more willing to pay for technology and wellness services when they are well integrated into the hotel journey. Millennials surveyed would be more appreciative of fitness and wellness offerings during their stay than older generations, with Millennials being 1.5X as likely compared to those 40-55 and 2X those 56+
They’re more likely to cite issues with fitness and wellness as a reason for negative hotel experiences. 2X as many millennials answered ‘Fitness and Wellness Issues’ on what made your hotel experience negative, other than pricing or location as compared to those twice their age.
Technology is also a major interest to Millennials, with 71% saying it increases the speed and efficiency throughout their hotel stay. As technology has allowed personalized content to be in every room of their home, Millennials want the same experiences on-the-go, with 67% wanting the same video streaming services and 52% smart TVs in hotel rooms, to binge those coveted Netflix shows their entire travel.
While almost everyone has a smart voice assistant in their pocket, and many having additional smart speakers at home, the study revealed, there is not a big need for such voice technology in the hotel space, with only 10-17% requesting them in their future hotel stay.
Voice interfaces are still refining their personal experience. Until people have a better sense what they can do with these voice assistants and where, they will focus more on the tried and true technologies they are aware of first.
Director of User Experience, FutureBrand Speck
A majority of millennial respondents feel that integration of modern technology is one renovation that would most improve their overall experience at a hotel (45%). But, “Hotels cannot lose track of comfort (61%),” the report notes.
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