未来酒店业的主力军:千禧一代┃The "M" Comes First In Future Hospitality

时间:2015-01-12来源:世界酒店联盟 作者:世界酒店联盟
  
 
预计到2020年,万豪国际酒店集团公司将已完成对Airbnb的收购;希尔顿全球控股有限公司将已偏向重资产发展,到时千禧一代将会要求酒店在卧室里重新配备橱柜。
 
 
下面我们就来讨论讨论千禧一代吧。所谓千禧一代即为那些年龄小于35岁的人们。如今千禧一代已经成为酒店行业发展最迅猛的顾客群。千禧一代愿意在探索、互动和体验上花更多的代价。大多数的千禧一代们都在寻求一种全方位的美食体验,并希望价格合理,酒店业者对于这一现象已经在大堂设计上做出新的改变。
 
他们在寻找一种独特新颖的体验,这种需求已经对酒店市场提出了新的要求,是时候做出改变了。而且,这群客户总喜欢依靠现代科技的力量做些大多数人力所能及的事:比如说酒店登记入住,饭店结账,寻找就餐、购物和玩耍地点等。除了借助这些科技手段外,千禧一代对于发表自己的意见也是很有一套的,如果他们的要求得不到满足,他们会用推特、脸书、Yelp或到到网(TripAdvisor)四处抱怨。
 
据全球最大的旅游营销公司之一MMGY报道:去年,有59%的千禧一代曾入住单体饭店,比“婴儿潮”一代(在美国,“婴儿潮”一代是指二战结束后,1946年初至1964年底出生的人)的入住率高了20%,同时是70岁及以上的老年群体入住率的两倍。
 
千禧一代是很具代表性的一代,如今他们占据美国游客数的32%,而到2025年时,他们可能会占所有游客数的50%,甚至更多。
 
 
By the year 2020, Marriott International will have acquired Airbnb; Hilton Worldwide Holdings will have embarked on a new strategy to go asset heavy; and millennials will demand closets be added back to hotel rooms.
 
 
Let’s talk about millennials, a.k.a. people under the age of 35. Millennials have become the fastest growing customer segment within the hospitality industry. Exploration, interaction and experience are the major focus of Millennials who are willing to pay more for a greater experience. Many of them are looking for an overall gourmet experience for a reasonable price and this has produced all new lobby designs in the hotel sector.
 
 
They are looking for a unique and novel experience and this has and will continue to command change within the market. Moreover, this customer segment is interested in utilizing technology to do things that many others have become accustomed to doing manually: checking in at hotels, paying their restaurant and bar bills and looking up places to eat, shop and play to name a few. In addition to wanting technology, Millennials have no problems speaking up. If what they are seeking is not handled to their liking, they will turn to Twitter, Facebook, Yelp or TripAdvisor to voice their complaints.
 
According to MMGY, 59 percent of Millennials stayed at independent hotels last year, 20 percent more than boomers and double those 70 and over.
 
The Millennials currently represent 32 percent of all US travelers and by 2025 will represent over 50 percent of all travelers.
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