By Heather Reid | Lone Tree USA –
You’ve probably heard the term Millennial, and if you haven’t…you might want to pay attention to our newest members of the workforce. The term that defines anyone born between 1980 and 2000 is not merely a catchy name. As of 2012, it is estimated that there are approximately 80 million U.S. Millennials, and they are bringing a specific and defined attitude and behavior with them to the work place. With high value placed on wealth, status, and convenience through technology, this group of workers is changing the way hospitality businesses stay on trend.
Millennials are willing to pay more for a greater experience. Many of them are looking for upscale gourmet offerings, free technology usage, and open spaces that cater towards communal hang outs.
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 finding local entertainment to name a few. Most importantly, when looking at the face of a changing consumer today, technology innovation is paramount. As most have heard, Starwood and Hilton will be having guests check in via mobile phone in 2015.
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. With the ease at which they can strike a complaint to the wonderful and vast world wide web….providers are having to insure “above and beyond” service to escape the dreaded blacklisting that so easily can occur.
Health and wellness trends will continue to drive customer decisions. Healthy food options are one of the easiest ways to cater to this trend, as well as providing for the gluten free, vegetarian, and vegan crowd. At the suggestion of a guest, The Chicago Marriott at O’Hare recently replaced their vending machine’s soda, candy bars, and ice cream with a “detox salad” made of kale, quinoa, Greek yogurt, berries and locally sourced honey. Although the response to the healthy vending machine has been positive, the hotel’s best-selling food item is still the Marriott burger. While the expectation may be there to provide healthy alternatives, there will always be a need to provide cost effective options as well. Diversification is the key.
Service providers are having to change and adapt to cater to this new generation, and Lone Tree is leading the way in the remote-housing market. Monitoring these trends has led to improved security features, goal for paperless transactions across the board, limitless menu options, state of the art entertainment and exercise facilities, and high end furnishing/linen options. With the goal to fulfill even the unexpressed wishes of all guests, Lone Tree stays on top of the trends to provide a warm, relaxed ambience for the duration of each stay. That, after all, is what the Millennials are coming to expect.