Changing Desires of Consumers
Yet, while people are spending more money on travel, demographics are changing and consumers’ desires are shifting, forcing hoteliers to adapt.
In years past, most travelers wanted uniformity in hotel brands. When someone went to a Holiday Inn in Ohio, they expected it to be exactly the same as the Holiday Inn in New York, and so they were. But now, hotel guests from millennials to baby boomers are increasingly looking for more distinctive experiences that fit their particular tastes.
Baby boomers, those born between 1946 and 1964, are a key market for the hospitality industry. With a lifetime of hard work behind them, many boomers
have retired, and with money and time on their hands, they are ready to travel. In fact, leisure travel spending among the boomer generation is expected to surge 47% over the next 20 years.
Boomers tend to be focused on family time, interested in “active relaxation” like golfing, hiking, or wine tours, and they’re willing to spend on luxury and convenience. Though open to the latest technologies, boomers value the human touch more than millennials do. They’re more likely to call a hotel than send an email or Facebook message, and they’re going to want a real person to answer.
Millennials, on the other hand, are typically looking for lower cost options that still offer impressive amenities. This emerging market, making up an increasingly large share of hotel guests, is willing to sacrifice that bigger, nicer room so they can spend more on exploring their surroundings.
“Customer needs are shifting. They don’t just want a room with a bed and a shower. They want to be inspired.”
-Jon Weitz, CEO of the Avocet Hospitality Group