Millennials Seek More Value from Luxury Hotels. By Melanie Nayer ~ Weekly Exclusive - Views On The Latest Trends Wednesday, 9th July 2014
Exclusive Feature: Don't discount the millennials just yet, seems they might be the generation that keeps luxury travel companies thinking on their toes in the coming years;
Chase Card Services recently contacted a survey of more than 1,000 18-67 year olds who stay in a hotel at least five nights per year for business, pleasure or both.
The results showed a drastic shift in where luxury hotel services have been focused for the past decade.
“Millennials are a tech savvy generation that values social connections, convenience and opportunities to indulge in luxuries,” said Sisy Vicente, general manager, Chase Card Services.
“This is a generation of travelers that clearly sees the benefit of travel rewards, such as those that come with Elite status in reward programs.”
The study found that Millennials—generally defined as people born between 1980 and 2000—are more likely to seek out hotels with luxury services than their older luxury travel counterparts. Amenities that ranked high on the Millennials list included dry cleaning, spa services and pet-friendliness.
Here are some of the key findings from the survey:
Millennials are more likely to stay at a luxury hotel if it's near public transportation.
Millennial travelers are more likely than others to make personal connections while traveling, both in-person and through social media.
Millennials will likely make travel plans based on opinions through social media, and will spend time researching hotel options via social networks. Additionally, three in four Millennial travelers will post to one or more of their social media accounts at least once a day while traveling.
Perks and points play into the Millennial traveler's choice of hotels, too. The survey showed that women prefer travel rewards in the form of free flights or nights at a hotel, while men are more interested in points to redeem for travel-related items.
This survey is just one of many that points to Millennials as the next big spending group in the luxury market. So now the question becomes: how much will luxury hotels alter their offerings to appeal to this demographic?
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Melanie Nayer is a hotel reviewer and expert on luxury travel around the world. She has covered all aspects of hotels including corporate restructures, re-branding initiatives, historical aspects and the best of the best in luxury hotels around the world.
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