In keeping with the national trend, 20- to 35-year-olds are transforming the Texas group scene. With young leaders like “Paul VII,” the seventh-generation CEO of the state’s most-honored winery shaping the hospitality landscape, CVBs and hotels are getting in synch with the Gen Y agenda.
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“Gen Y’ers value the destination experience above all else,” says Leah Cast, public relations manager for the Galveston Island CVB. “Wishing to discover and be seen at cool, unique and less-traveled hot spots, they gravitate to venues that represent local flair, relying heavily on peer review.”
Unsurprisingly, this age group uses technology to learn where to go and how to get there.
“They want customized, personal information specifically relevant to them,” Cast says. “With ‘now’ being the operative word, we have upgraded our social media presence and planner website accordingly.”
Increased engagement is the story in Houston, as an expanding Gen Y population, drawn by the city’s strong job market and low cost of living, has influenced significant development of restaurants, nightlife, entertainment, green spaces and other demographic-specific likes.
“For example, Houston’s once sleepy downtown has been transformed into a vibrant 24/7 destination for food, concerts, nightlife and more,” says Leah Fillion, Visit Houston’s public relations manager. “As Gen Y locals and visitors increasingly engage in local experiences, it’s made Houston more fun overall.”
Targeting Gen Y meeting planners, attendees and media, Houston’s recently launched Facebook-specific campaign promotes developments and fun in the convention district and the city. With a fast-growing Instagram presence, the bureau is also introducing a Snapchat channel this summer.
Visit Plano uses its digital and social media platforms to actively promote specific details and benefits of its hotels, meeting facilities, dining, nightlife and other group assets.
In Irving, the CVB hosts Instameets and posts, tweets and blogs about everything from technology and free Wi-Fi to food, music and entertainment to attract Gen Y interest. Visit Lubbock’s new website, equipped with all the Gen Y digital necessities, also customizes microsites for visiting groups.
“Social media directly impacts meetings and events,” says Brady Closson, director of sales for the Grapevine CVB, citing the example of placing live Twitter feeds alongside speakers during sessions, something unseen even two years ago. Grapevine’s aggressive social media campaign includes a new blog to help attendees customize their local experience.
“We are also seeing Gen Y’ers gravitate toward venues with advanced technology and connectivity options,” Closson says.
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Mobility is a Gen Y hallmark, which according to the San Antonio CVB translates into group blocks being scattered throughout the city, as the Gen Y crowd is more willing to meet at smaller, less expensive hotels.
Another defining trait is the spirit of collaboration, which the Dallas CVB reports is strong with its Gen Y groups. Long known as a Fortune 500 stronghold, “Big D” is now gaining notice for its robust start-up culture.
The city also has more than 30 well-networked YP (Young Professional) groups deeply engaged in social issues and civic leadership. Savvy to this demographic, the Dallas CVB touts its support of the Gen Y community through college internships, while also exposing these future business men and women to the meeting and events industry. According to the bureau, they are some of its biggest assets when it comes to events and marketing.
The Corpus Christi CVB similarly participates in networking events, social mixers, educational programs and community service opportunities with Young Business Professionals of the Coastal Bend, an organization covering career fields such as sales, retail and hospitality.
