Winter 2018

Generation Experience:
New Research Suggests the
Design and Connectivity are key to
Attracting Millennial Hotel Guests
To understand how hoteliers can
win over the most competitive
demographic in the hospitality
sector – millennials – hotel furniture
manufacturers Knightsbridge Furniture
surveyed 1000 18-34-year-olds to
understand what they are really
looking for in a hotel.
The research revealed that an
overwhelming 87% of respondents
cited the interior design as important
when booking a hotel, with 81%
identifying a ‘cool bar’ as a critical
factor in their choice.
The research also highlighted
the power of social media as a
communication tool, with 76%
professing to have shared an image
of a hotel (including bar, pool,
restaurant, and bedroom) that they
have stayed in. Furthermore it is a
signifier of good taste, with 83%
stating that they booked a hotel
because they had seen images from
someone they follow on social media.
73% check the social media feed of
hotel before booking and 1 in 3 would
be put off booking altogether if a
hotel had no social media presence.
A well thought out design scheme
could also be part of the solution
for hoteliers wanting to build a loyal
following amongst the millennial
generation. As whilst 82% of
millennials stating a preference for
experiencing a new hotel each year,
a significant 42% will return for an
impressive design.
Website performance was another key
area of investment for hotels – more
than half of millennials would be put
off booking a hotel if the website was
difficult to use, 49% would be put off
if they couldn’t book instantly online.
Alan Towns, CEO of Knightsbridge
Furniture explained more about the
research:
“We know from previous studies that
the millennial generation is socially
conscious, experience led and
extremely connected. This research
shows how this resonates though
the hotel sector at every level, from
the way a room is booked, the value
this groups places on social media
and the importance of the physical
environment. Thriving hoteliers
recognise the necessary investment
in design, furniture and finishes to
keep this audience returning. Equally
important is the management of social
media channels and vitally, having the
best Wi-Fi in town!”
Jessica Burston –
Knightsbridge Furniture
www.cfasuk.co.uk WINTER 2018
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