Authenticity and experiences are clearly important , and that trend has evolved not just the type of vacations that consumers take , but where they choose to stay . Half of all travelers tell us that they are influenced by a hotel ’ s theme and atmosphere when they are choosing a property , that ’ s up from 41 % of travelers in 2015 and 28 % of travelers just two years ago . Likewise , 52 % of these travelers suggest that they have interest in staying at an independent or boutique hotel .
This is having a sweeping effect on the hotel industry . Large operators and brands are clearly out to grab market share from these travelers with the dramatic increase of soft brands now available in the market . This is blurring the lines and definition of “ boutique ” and “ luxury ” for consumers – not only making it more difficult to book , but also creating gentrification in this product . The challenge , then , becomes differentiation in such a competitive landscape .
What factors should a hotel take into consideration when creating a marketing strategy that aligns to this trend ?
First , there seems to be a land grab in the travel industry for reaching the younger , millennial audience , because of their propensity for this “ authentic ” travel experience . And , we have a lot of research to suggest that this group is a prime target for travel brands . However , the mistake most hoteliers seem to make is that they typecast this group under a certain umbrella and image – when it is actually a quite diverse audience . For instance , you might be surprised to learn that Millennial parents who travel with kids spend twice what millennial couples spend on leisure travel each year : $ 6,113 for families annually compared to $ 3,534 for millennial couples . Or , that 25 % of all millennial travelers actually earn a household income greater than $ 125,000 . It ’ s important to consider the segments within this larger group and what makes them tick when creating marketing strategies .
Sea Island , for example , was seeking to attract a younger audience to their resort on the coast of Georgia . They were open to more creative programming and utilizing their assets to be more experiential . The sunset bagpiper on the golf course now offers bagpipe lessons . The resort was the backdrop for a series of Vineyard Vines catalogues which is a more youthful brand that skews affluent and resulted in their increasing instagram followers from 1,000 to more than 10,000 followers . They did Downton Abbey themed weekends with stars from the hit TV series and had a Seuss-themed Grinchmas Christmas extravaganza to attract families .
Can you share a successful project you have worked on where you designed a marketing strategy that encompassed authentic , experiential travel ?
The BodyHoliday in St . Lucia had NFL superstar , Randy Moss , run a boot camp for guests during their Well Fit retreat . It attracted hard core fitness enthusiasts to get the kind of training only available to pro athletes while utilizing the resort facilities in a picturesque , natural setting .
What is the most effective way to reach your guest and build a meaningful relationship ? Is brand loyalty still alive ?
Brand loyalty is still alive . In fact , our research suggests that 65 % of travelers with an interest in boutique and luxury properties say that they have a favorite hotel that they believe really takes care of them . In some ways , we actually see loyalty growing . Travelers in 2016 have told us that on average , they are members of 2.5 hotel loyalty programs – that ’ s up from an average of 2.1 programs in the previous year . At the same time , however , only 1 in three loyalty program members say that they are faithful to one hotel brand .
Hoteliers and hospitality companies must work harder to build those personalized relationships to compete …
Your annual Portrait of American Travelers Study highlights what motivates affluent travelers , the sources they look to for inspiration and what property attributes are most important to them . Are you able to give us a glimpse of the key elements luxury hoteliers need to know and how hotel brands can leverage these insights to reach their target market ?
We consistently see motivations like
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