What is driving the trend for resorts to offer guests, including meeting attendees, more immersive experiences? Some of it has to do with the desire to capture the Millennial market, one that clearly wants more from a resort stay than hanging out on the beach or golf course.
While not yet in their peak earning years, Millennials, roughly those aged 18-34, are being carefully scrutinized by the travel industry and are the subject of countless consumer surveys. Among them is Unity Marketing’s Millennials on the Road to Affluence, which found that young consumers are not hesitant to spend money on travel, but that traditional luxury experiences hold little appeal. Instead, they are searching for authenticity, according to Pam Danziger, president of Unity Marketing.
“The gated resort experience is not what they’re looking for,” she said. “Getting off the beaten track and rubbing shoulders with the locals is more important.”
The survey also found that Millennials, whose numbers now even surpass Baby Boomers, are the most well-educated, Internet savvy and well-traveled generation in history, factors that make them particularly discerning about travel choices.
“You are dealing with a consumer who is much more aware of what they want and what is available,” Danziger said. “Many have been around the world already. They want something meaningful, and so travel suppliers have to add the kinds of experiences that make things meaningful to them.”
Among hotel companies well aware of the growing clout of Millennial preferences is Nobel Hotels & Resorts. Elizabeth Grillos, vice president of sales and marketing, noted that hotels and meeting planners alike now find themselves charged with addressing demands stemming from changing demographics.
“It’s become much more important to provide people with creative experiences they can’t simply get on their own,” she said. “This is partly the result of a demographic shift in which Millennials, even as they grow out of their 20s and come into the business world, are not losing their adventurous spirit. This is a group that wants unique experiences, so you need to customize the meeting to deliver them.”
