As a luxury hotel destination, your marketing portfolio would not be complete without strategies targeting the youngest of travelers. A national survey conducted by Preferred Hotel Group to identify emerging trends in multigenerational travel has uncovered the significant impact that younger travelers have on destination and booking decisions.
“While the growth of multigenerational travel has been a buzz in the hospitality industry for several years, shifts in the economy, new technology, and even contemporary parenting have had a measurable impact on how multigenerational travel is packaged, planned, taken and paid for,” says Lindsey Ueberroth, President & CEO of Preferred Hotel Group, a global collection of independent hotels and resorts. “This is multigenerational travel ‘2.0.’ And these days, children are calling the shots, grandparents are increasingly funding the cost of the trip, and an overwhelming percentage of Millennials – 91% of those surveyed – say a multigenerational trip is something they try to take every year.”
As a luxury hospitality marketing agency, our mission is to reach high net-worth consumers across multiple, targeted mediums to convey a message of luxury and leisure. With that concept in mind, our leading marketing professionals build strong brand awareness and emotional connections between client and consumer, particularly affluent consumers with expectations of perfection.
According to recent research from the Digital Luxury Group, global consumer interest in the luxury hospitality industry increased 7.7% from July 2013 through July 2014. The research goes on to state:
A paramount goal of hospitality & hotel marketing is not only to understand the consumer path to booking, but also to gain a deeper comprehension of consumer browsing and deliberation before booking. A recent study out of Cornell University School of Hotel Administration, Using Eye Tracking to Obtain a Deeper Understanding of What Drives Online Hotel Choice, is shedding some light on this incredibly pertinent and interesting subject of human behavior.
This recent study has taken eye tracking paired with in-depth interviews to uncover precisely what probable guests look at and think about as they manage the browsing and deliberation process of booking a hotel.
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When individuals are online determining which hotel or resort they want to book with, they go through a set of congruent steps to reach that booking outcome: Continue reading