What Does it Take to Inspire Hotel Loyalty Among Millennials?
A girl sits on the bed in the Ace Hotel's king suite. Ryan Ng / Flickr
It’s not that millennials have no loyalty — it’s that their loyalty is more influenced by peers’ opinion, social media, and design than past generations. Hotels looking to tap into millennials must start with authenticity and tackle loyalty schemes second.
Excerpt from Hotel News Now
Several sources disputed the notion that millennials aren’t loyal to brands. However, it takes effort to build that loyalty, they said.
Christine Cutten…tends to agree that millennials are not generally brand loyal, “they can be influenced by the wisdom of the crowd. Wisdom of the crowd takes more precedent over brand as young consumers turn to social media to leverage the input of their friends.”
Other hotel executives said millennials will be loyal to a brand if it aligns with their values and interests. Authenticity is a key driver.