Millennials set to drive tourism
dubai — Millennials are the next generation of tourists, and hotel operators need to keep a close on their needs and expectations if they are to retain a competitive edge in the market.
Speaking in a panel session at the recent 2018 Hotel Show Dubai, Anne Scott, general manager at the W Dubai – The Palm, said that millennials are about to become the lifeblood of the travel industry.
“They are set to be the biggest demographic of travellers in the next few years,” she said, adding that it pays to be adventurous when dealing with millennials.
“They do come with their own set of needs and expectations when they travel and book hotels,” she said. “A recent survey revealed that 86 per cent of millennials look for culturally-authentic experiences that are meaningful to them. They want to connect with the destination and the people there. What you should be doing in this case is curating a micro experience that is memorable. Add value to their vacation and form a connection with them.”
One of the best ways to interact with them, she added, is through social media. “They are looking for a reason to post about their holiday and stay. Give them a reason to post about your brand and a reason to keep coming back. It is also very important to keep evolving and offering fresh experiences.”
Max Wiegerinck, general manager of Aloft Palm Jumeirah, says that they are three main things to keep in mind when catering to millennials. “Everything has to be digital; make sure that there is something to see and take pictures of; and most importantly, engaging with them and offering the experience that they are promised.” Like Scott, he noted the importance of interacting with millennials.
“Ask them what they want to see in the city. This is especially important if they have come to Dubai for the first time and are looking for something that will make their trip memorable.”
However, he also noted that it was important to focus on the basics of hospitality. “There is a lot of technology that is available today to do things faster, but there are certain things that will remain the same. Everyone wants good service, everyone wants to be greeted with a smile, everyone wants to remember their vacation as having been fabulous.”
Gonzalo Rodriguez, general manager at the H Dubai, noted that there is a challenge to deliver instant gratification in the hospitality industry today. “One thing that you can count on is the fact that millennials will do their research about anything and everything, and they will have a number of alternative options at their fingertips. If you can’t meet them on their terms then they will simply go somewhere else. Sustaining a business will be extremely different if you approach their challenges with an outdated mentality. Millennials look for speed, convenience, and value.”
Another factor that operators have to be up-to-date on are trends. “Look at how popular food trucks became recently. Millennials wanted the experience and all of a sudden, you see food trucks everywhere in Dubai. This sends out a strong message about what we should be looking for in the market.”
Lastly, he pointed out the importance of feedback in improving the experience for the guests. “You have to look at feedback, and not just from one source, but multiple sources. Look at reviews that are left on travel, hotel, and dining websites; look at reviews and discussions that are happening in different languages on different channels on the Internet,” he advised.
86% of millennials look for culturallyauthentic experiences that are meaningful to them... Add value to their vacation and form a connection with them
Anne Scott, General manager at the W Dubai – The Palm