B&B s are Stodgy! How to Gain Guest Loyalty from Millennials to Boomers. Clichés. Really? Or is this the story too many people believe?

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Cathleen Spencer
6 years ago
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Inn Consultants and Brokers Since 1993 A Story about Grandma s

Or is this the story too many people believe?

"The Times They Are A Changin'" Come gather 'round people

And accept it that soon You'll be drenched to the bone If your

1 How to Gain Guest Loyalty from Millennials to Boomers B&B s are Stodgy! Inn Consultants and Brokers Since 1993 A Story about Grandma s Attic by Peter and Ricky MTBBA, Missoula 2015 Really? Or is this the story too many people believe? Clichés Oh so pretty! "The Times They Are A Changin'" Come gather 'round people Wherever you roam And admit that the waters Around you have grown And accept it that soon You'll be drenched to the bone If your time to you Is worth savin' Then you better start swimmin' Or you'll sink like a stone For the times they are a changin'. Millennials to Boomers Overview Understand the changes Adapt accordingly Reap the benefits

1969 Boomers who are they? They are you (?

Born 1980 onwards / Grew up digital Echo Boomers 90% say their phone never leaves their side

Instagraming, banking, shopping and planning travel!

2 1969 Boomers who are they? They are you (?) and me They are greyer They are stiffer They are fewer every day Millennials who are they? Born 1980 onwards / Grew up digital Echo Boomers 90% say their phone never leaves their side 75% check their phone first thing 78% spend 2 hours a day texting, surfing, tweeting, Instagraming, banking, shopping and planning travel!!! who are they part 2 Fast becoming the biggest consumer market Use tech to create stronger sense of self More pride and loyalty than you think Don t believe job security exists All about community and family

Today! Millennials And it is a mindset too!

liable to verbally complain undercover critics?

3 Today! Millennials And it is a mindset too! Millennials are Travelers Account for 1/3 of business travel Within 5 years a majority of all travel 2014 spent more on travel than Boomers Don t love traditional hotels (B&B s too?) Rule Changers Use tech to create sense of self Persistent Biographers documenting through social media Forming opinions and developing loyalties Less liable to verbally complain undercover critics? Want to collect Experiences not stuff Caution Trends ahead Spotting trends has changed Before they were easy to see Today they are on us immediately Change isn t coming it is now What to do? Personalize and customize Market to your current and future guests Embrace the millennial mindset Content is the same as always the context is different Technology and Innkeeping timeline 800 number Website Online availability Online booking engines Review sites Social media Mobile sites Video Sharing economy

Uber Nomics Airbnb The Sharing Economy A shift in the way the global economy is organized For transportation Uber For lodging Airbnb For laundry Washio For booze Minibar For massages Zeel $2 Billion

4 Uber Nomics Airbnb The Sharing Economy A shift in the way the global economy is organized For transportation Uber For lodging Airbnb For laundry Washio For booze Minibar For massages Zeel $2 Billion invested in 2014 in on demand services! Technology makes these possible Just so you are aware 1 million listings worldwide in 190 countries 325,000 listings in the USA 1600 new hosts worldwide per day 25 million registered guests globally 1 million new guests per month The Guest Experience Inns have always been more about the experience rather than just a place to sleep Are you offering the same experience today that you offered 5 years ago? Its more than just décor and food, though they are critically important Seek out / offer the unusual something special Are you providing Instagrammable moments? The Stay Ignite the imagination Elevate the stay Surpass guest expectations Everyone likes feeling special! Offer upgrades as available Provide extras without being asked Have a loyalty program Early in / late out Create unforgettable experiences Wow! Delights!

your site and images current? Responsive? Are you engaged in Social Media? What are you offering? Are your rooms yesterday or today? What a little imagination can do!

Too slow to adapt = Un planned obsolescence Conclusion: Be flexible and adapt or be deemed irrelevant! Our Challenges Do you see changes happening?

5 What To Do? What is old is new again Start by learning about your guests, their wants and needs AND how they communicate Basics count : Traditional marketing still matters Are your site and images current? Responsive? Are you engaged in Social Media? What are you offering? Are your rooms yesterday or today? What a little imagination can do! Lack of Adaptation and the results La Brea tar pits Buggy whips 8 tracks and VHS tapes All are relics! Too slow to adapt = Un planned obsolescence Conclusion: Be flexible and adapt or be deemed irrelevant! Our Challenges Do you see changes happening? Are they happening in your neighborhood? Yet? Do you feel threatened? What are you doing to adapt to today s environment? What are you doing to foster this loyalty? Your Action Plan Increase your personal bandwidth Throw out your buggy whips Don t be fearful of change Embrace it Look at your business and your brand Position yourself for tomorrow s successes by building brand loyalty today Embrace your future

6 Thank You! Inn Consultants and Brokers Since 1993 /speaker handouts

UIEvolution is the leading cloud software provider focused on delivering valuable consumer experiences to vertical industries. HITECH 2015 TECH TALK

UIEvolution presents UIEvolution is the leading cloud software provider focused on delivering valuable consumer experiences to vertical industries. HITECH 2015 TECH TALK BE OUR GUEST MILLENNIAL TRAVELER