Lately, we have heard a great deal about Millennials. The way they interact with technology will have a supreme impact on the travel and hospitality industry. What devices are used when are they investigating or buying travel? How are they buying travel? What matters to them and what doesn’t? All of these questions are swirling around, and we, as an industry are being incredibly reactive trying to keep up with what we think they may do. It is crazy.
Back in 2012 digital luminary Brian Solis coined the term “Generation C: The Connected Customer.” It is the disruption of technology that has lead to Generation C. Not only are Millennials using their devices to shop and buy but almost every businessperson is also connected as are an increasing number of older, over-40 individuals.
Why must we have strategies devoted to finite segments? Should we not have a strategy that targets everyone who uses a tablet or smartphone to research and purchase? OK, I fully understand that younger people respond to different marketing messages and that they will be more likely to cozy up to something that they feel is directed solely at them. However, sometimes due to a lack of resources and budget, hotel and travel companies need to cast a wider net. Think ‘Gen C’.
A recent study by Google concludes that Gen C are avid consumers, enthusiastic early adopters, and passionate brand advocates, and when brands figure out the right way to engage them, they can become the biggest spenders, the most vocal supporters and the most influential opinion formers.
- They don’t just passively consume—90% create online content at least once a month.
- They’re passionate brand advocates—two thirds agree that “if there is a brand I love, I tend to tell everyone about it.”
- They’re active consumers—56% have taken action after watching ads for a product or service on YouTube.
- They’re regular YouTube users—76% of Gen C visit YouTube weekly and 36% visit daily.
Generation C is always on. They are posting on social sites, checking their email, texting with friends and colleagues. They are using the phone as a phone – what a weird idea! All this being said these are the people the hotel and travel industry needs to be connecting to in any manner that they can. Ideally, each property or brand will determine how its target customers want to connect and offer it.
Connected travel customers can now purchase products on myriad devices. They can connect to your hotel via countless methods. Companies that do the best job of working alongside the connected generation are those that empower the consumer to decide on which channel of communication they want to use.
Generation C is full of different types of people representing different market segments, buying power and expectations. So you must put a plan in place to reach as wide an audience as possible with your messaging but then work on targeted messaging to different demographics that you want to attract.
The world of trying to message to different targets is fraught with problems; however, you will not know what works if you do not try. Experiment with different messages and different images that evoke emotion and try different offers. After a short period of time, you will begin to understand fully what works and what doesn’t.
Having a good plan to deliver relevant messages and content to Generation C, so they will view your company, as a valued member of their tight-knit circle is essential to ensuring your success. They are connected, and so are you, so connect with them.
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