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LET’S TALK TARGETING: REACHING THE DESIRED HOTEL CUSTOMER SEGMENTS / 1
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04 The Millennial Traveler The Leisure Traveler
let’s talk
40
06 Millennial Travelers are Visual Consumers 42 Leisure Travelers are Social Creatures
targeting
/////////////////////////////////////////////
08
09
Millennial Travelers are Information Hungry
Millennial Travelers are Value Hunters
44
46
Leisure Travelers are Workcationers
Leisure Travelers are Multi-Screen Investigattors
10 Millennial Travelers are Technology Addicts 48 Leisure Travelers are Value Seekers
Reaching the
12 Millennial Travelers are Social Butterflies 50 Leisure Travelers are Precise Planners
Desired Hotel
14 Millennial Travelers are Luxury Indulgers 51 Leisure Travelers are Eager for Experience
Customer
15 Millennial Travelers are Truth Seekers
Segments
/////////////////////////////////////////////
53 Top Tips for Targeting Leisure Travelers
17 Top Tips for Targeting Millennials
Table of Contents 58 The Meetings and Events Traveler
/////////////////////////////////////////////
22 The Business Traveler 60 Meetings & Events Travelers are Aware of the Numbers
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24 Business Travelers are Workaholics 62 Meetings & Events Travelers are Big Dreamers
25 Business Travelers are Constantly Connected 64 Meetings & Events Travelers are Schedule Specific
27 Business Travelers are Video Enthusiasts 65 Meetings & Events Travelers are Expecting Ease
29 Business Travelers are Convenience Cravers 67 Meetings & Events Travelers are Tech Savvy
31 Business Travelers are Experience Seekers
33 Business Travelers are Reward Reapers 69 Top Tips for Targeting Meetings and Events
Share this eBook
35 Top Tips for Targeting Business Travelers
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Thanks for downloading!
To tell a story that impacts travel shoppers, first you must
understand what stories resonate with them. Millennials, business John McAuliffe
travelers, leisure travelers and event planners are all searching for President
the right hotel property, but their requirements are very different.
This eBook will help you understand the travel shopping habits
and requirements held by the most popular guest segments. Each
of the four sections uncovers the characteristics, preferences and
behaviors of these groups, backed by reputable data. It also offers
practical tips for targeting each segment with your digital marketing
and highlights hotels that are doing it well.
Share this eBook
Armed with this knowledge, you’ll have a deeper understanding of
who your target market is, and how to reach them more effectively.
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Chapter One
the millennial
traveler
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The Millennial Traveler
The Millennial Generation (Generation Thus, there is a huge potential market
Y) has grown up. Born between 1980 to be tapped, but the Millennials have
and the early 2000s, this generation is a set of expectations that are vastly
one of the largest since the Baby Boom. different than previous generations and
According to ComScore, there are 79 understanding them is crucial to telling
million Millennials in the US, while only 48 visual stories that resonate with them.
million Generation Xers.1
This section will explore the top
This generation has now established itself characteristics that define millennial
in the workforce, and they are traveling travelers and how you can use visual
a lot for work. Worldwide, business stories to target them.
travelers age 30 and under are going on
trips 4.7 times per year. 30-45 year olds
are only going 3.6 times per year.2
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Millennial Travelers are
1 Visual Consumers
Millennials live and learn
visually. Instagram, a purely
visual social network, appeals
to Gen Y more than any other
age group. YouTube is now
the second largest search
engine after Google.3 They
respond far better to photos
and videos than text and
consume media quickly and
constantly on their computers,
tablets and smartphones.
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80% of Millennials say
they want brands to
entertain them.
visual content – Edelman 6
IS PROCESSED
IN THE BRAIN
60,000x
FASTER than text
– 3m corporation 5
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Millennial Travelers are
2 Information Hungry In a single month, Millennials spent four
full days online on all types of devices.
– ComScore 7
Pet Peeves of Millennials:
The most important thing
65% 52%
that you can offer a Millennial
is information. Millennials
are uncomfortable making
decisions without a lot of
Finding missing or unavailable Not finding this information
information to support them.
When they visit your website,
information. quickly and easily.
their expectation is that you – The Millennial Impact 8
will provide comprehensive
and easy-to-find information.
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Millennial Travelers are
3 Value Hunters 65% of Millennials like to compare prices
across different sites before purchasing
something online.
– Scarborough Research 9
One reason for this is their
desire for the best rate
that can still offer a unique
experience. They want to be
sure that they’re getting the
maximum vacation for their
time and their money, and will
go to great lengths to find the
best deal. On average, a Millennial will check
10.2 sources before booking.
– Hotel Interactive 10
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Millennial Travelers are
4 Technology Addicts
80% of Millennials sleep
next to their phones.
– The Millennial Generation Research Review 11
Millennials thrive on
technology. A wired world
is all they have known and
the Internet is their primary The biggest pet peeve of Millennials who
source of information, and
increasingly the mobile use smartphones was trying to navigate
internet. Your website must
be optimized for mobile non-mobile friendly sites (76%).
technology if you plan to cater
– The Millennial Generation Research Review 12
to this demographic.
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60% of millennials use
their smartphone or over half OF
tablet to access travel MILLENNIALS
information. SAID THEY WOULD RATHER
sense OF
– Rosetta 13 GIVE UP THEIR
smell
THAN THEIR
TECHNOLOGY
– rosetta 14
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Millennial Travelers are
5 Social Butterflies Outgoing Trendy Ambitious Artistic Loud Lively Colorful
Foodie Creative Big Spender Independent Fancy Polished Friendly
Hipster Connected Social Involved Environmental Active Adaptive
According to Pew Research, 89% of
people aged 18-29 used social media in
2013.15 Social media is where Millennials
are looking for justification for their Confident Successful Bright Charistmatic Charming Cool Stylish
purchases. In earlier times, it would have
been difficult to find someone else who
stayed in a particular hotel and ask about
their experiences. With social media, it’s Contemporary Innovative Cutting Edge Modern Intelligent Imaginative Aspiring
easier than ever to see travel photos from
guests who have stayed at your hotel.
Energetic Original Fresh Versatile Sincere Savvy Perceptive
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PDATED
Americans under 63% S TAY U Percentage of Millennials
Who Use Social Media
the age of 34 more
frequently posted
through
negative reviews of
on bran d s
hotels (26%) within
the last year, versus
14% of their older works 91% 46% 39% 27% 17%
et
peers. socia l n – ComScore 18
– Egencia 16
– Ipsos 17
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Millennial Travelers are
6 Luxury Indulgers
Millennials are predicted to surpass the
spending power of Baby Boomers by
2018.
Millennials gravitate toward luxury – Oracle.com 20
services. According to Egencia, 42%
business travelers aged 18-30 said they
would spend more company money on
high-end meals, and 37% of the same
demographic said they would spend more
More than 70% would rather spend
company money on room service.19 Other
demographics do this at roughly half the
money on an experience than on a
rate. material item.
– Forbes 21
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Millennial Travelers are
7 Truth Seekers
One of the core values of
Millennials is authenticity.
77% consider travel reviews
very or somewhat important
and to this visual hungry
demographic, a photo or video
of your hotel is a review.22 8 in 10 Millennials say that user
They can smell marketing
spin from a mile away. They generated content on company websites
want to know what your hotel
really looks like and how other somewhat influences what they buy.
guests experience it.
– Bazzar Voice 23
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Of the top purchases Millennials won’t complete without
user generated content, HOTELS RANK 3RD AT 39%.
– BAZZAR VOICE 23
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Chapter Two
top tips for
targeting
millennials
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Top Tips for Targeting
Millennials
Make visuals first and frequent
Move your website to a visual-first experience, meaning large,
prominent visuals and text that is short and to-the-point. Take
every opportunity to provide information in visual formats rather
than text.
Move to multi-channel marketing
Make sure your story is relevant, snackable and compelling
everywhere these travelers are finding your hotel from online
travel agencies to review sites to social media sites like
Facebook, Instagram, Pinterst, Vine, Google+. Hotel Rafaello
taps in to the largest network of travel websites to reach billions ChicagoRaffaello.com
of online travel shoppers on thousands of channels with their
visual stories.
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Sam Houston Hotel on Facecebook
Top Tips for Targeting Millennials
Tell interesting stories
Feature your chef’s signature dish or cocktail on your hotel’s
Instagram feed, start a Pinterest board with decorating ideas
from your hotel’s interior designer. Social channels offer you the
opportunity to get creative, so use your imagination. In addition
to posting interesting visual stories on their Facebook timeline,
The Sam Houston Hotel also uses multi-media apps to tell
stories about their hotel, from the dining options to the fitness
center to the current promotions they have running.
Optimize, optimize, optimize
Optimize your website for all devices so that it is easy to
navigate and your visual media loads quickly. Do you
offer special promotions to those who book via a mobile
device? Mobile-loving Millennials may appreciate the perk.
Check out the Marriott Courtyard Chevy Chase’s website
(CourtyardChevyChase.com) from your smartphone or tablet
to experience the multi-media driven smartphone and tablet
versions of their hotel website.
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Top Tips for Targeting Millennials
Be authentic
Deliver what you promise in your online storytelling. Instead of
trying to guess what Millennial guests are craving, ask them
on your social networks. What kind of perks would win them
over to your brand? You’d be surprised what an in-room iPhone
charger can do to create loyalty from this crowd.
Encourage their visual storytelling
Guests are some of your most valuable content creators,
sharing content and telling stories on your behalf. Don’t be shy
about asking them to tag, tweet and pin photos they take during
their stay then get their permission to feature some of your
favorites on your website.
1888Hotel.com.au
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Top Tips for Targeting Millennials
Focus on the experience
Show the unique experiences that await guests
in and around your hotel. You’re offering more
than four walls and a bed, express to them what
they’ll experience when they stay with you, from
where they’ll dine, who will greet them and what
there is to do in the neighborhood.
Using a dynamic web gallery, Hampton Inn
& Suites Austin showcases the “essence of
Austin” by featuring art by local artists.
HamptonInnAustinTx.com
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Chapter Three
the business
traveler
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The Business Traveler
Business travel is undeniably a lucrative out as they are behaving more and more The increase in the number of
segment for hotels to tap. In 2014, like leisure travelers. unmanaged business travelers presents
this demographic is expected to take opportunities for hotels to reach and
461 million trips collectively, and total This is partially due to the fact that more engage them in new ways on new
business travel spending is expected to business travelers are unmanaged, or channels. Hotels that shift their digital
rise to $289.9 billion representing a 6.6% “going rogue.” This phenomenon occurs marketing to better target these travelers
increase over last year.24 when a business traveler goes outside will be rewarded with a bigger piece of
of their company travel program and the business travel pie.
Reaching this customer segment books their own arrangements through
requires hotel marketers to understand the channels of their choosing. With This section will explore some of the
who today’s business travelers are, and the increasingly blurred lines between top characteristics that define the
what they are looking for when planning business and leisure travelers, many modern business traveler and offer
and booking travel. Clocking in at an customers in this segment choose not tips on how you can effectively target
average age of 46 years old, business to book through company mandated and engage them.
travelers are frequent fliers and glued to channels, but to make their own plans to
their smartphones.25 In addition, today’s maintain flexibility.
business travelers can be difficult to point
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Business Travelers are
1 Workaholics
29
27
Traveling around the world
for business may sound
prestigious and fun, but those
who do it actually work more 28
hours than those who stay in
the office. According to PC
Housing, business travelers
work for 240 more hours
per year than the average
American worker.26
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Business Travelers are
2 Constantly Connected
Move over dogs, mobile is man’s new best friend. According to
PC Housing, 59% of business travelers said they would feel
disoriented, distraught, or lonely without their smartphones for just
a week.30 More than half (57%) of business travelers are using
their mobile devices as travel information tools before and during
travel.31
The bottom line is that business travelers will be staring at a
screen more often than not so optimizing for smartphone and
tablet website visitors is no longer an option, it’s a necessity.
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The average business
traveler will check
their smartphone 34
times a day.
33
– PC Housing
32
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Business Travelers are
3 Video Enthusiasts Viewers retain 95% of a message when
they watch it in a video compared to
10% when reading it in text.
– Insivia 35
Video is an effective way to reach and
engage travel shoppers as they research
and compare hotels online. Corporate
travelers are no exception. In fact,
nearly 20% more business travelers
watch online travel videos than leisure
travelers.34 Due to their busy schedules,
business travelers especially crave short,
snackable content that gets straight to
the point, and video fits the bill.
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Travel video viewing
is on the rise,
36 69% of business
travelers watch online
travel videos,
up 5% from 2012.
– Google 2013 Traveler 37
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Business Travelers are
4 Convenience Cravers
With hectic lifestyles and packed
schedules, business travelers crave
64% of business travelers start the travel
convenience in every aspect of their
travel. They want to be able to find
process with online search.
and book their hotel quickly using the – Google 2013 Traveler 39
device of their choosing and they want
convenience during their stay. A testament
to just how much travelers crave
convenience, a study revealed that 79%
of travelers stated that they will happily
exchange personal information about their
preferences for a more customized and
streamlined experience at a hotel.38
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67% of EMPLOYEES save some type of PERSONAL INFORMATION
ONLINE TO STREAMLINE THE BOOKING PROCESS.
– EGENCIA 40
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Business Travelers are 42% of those aged 18 to 30 spend
5 Experience Seekers more company money than their
own on pricey meals.
– Egencia 42
Today’s business travelers are looking for
unique and social experiences at hotels.
35% of business travelers state they
are looking for “more boutique-style,
more social-type hotels for their travel
experience”.41 What’s around the hotel
is also important, because when these
busy business travelers take a break
(especially the Millennial ones) they want
to experience the local culture, dining and
attractions.
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Location matters over everything
when business travelers book hotels,
with travelers most frequently citing it
as the most important feature.
– Egencia 43
72% of business travelers are
interested in the ability to view hotels
on a map using their mobile devices.
– Sabre 44
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Business Travelers are
6 Reward Reapers 83% of travelers worldwide feel that
they should be personally entitled to
travel reward points when traveling on
business.
– Egencia 45
The allure of loyalty programs to business
travelers who travel frequently is the
ability to quickly rack up rewards on
business trips then cash in on them for
personal trips in the form of free stays,
upgrades, and other services.
Business travelers under the age of 45
tend to feel more entitled to their points.
– Egencia 46
leonardo.comCOMPLIMENTARY MOVIES
VALET SERVICE
RESTAURANT DISCOUNTS
IN-ROOM CHAMPAGNE
LOCAL ATTRACTION PASSES
UPGRADED ROOMS
PREMIUM TIERED INTERNET SERVICE
MUFFIN BASKETS
AIR MILES
FREE HOTEL STAY
LET’S TALK TARGETING: REACHING THE DESIRED HOTEL CUSTOMER SEGMENTS / 3 4
LATE CHECKOUT
WEEKEND DISCOUNTS
FREE SPA SERVICE
– Google 2013 Traveler 47
booking by 84%.
DRINK VOUCHERS
LOUNGE ACCESS WITH BREAKFAST
A hotel loyalty program increases
the likelihood of business travelers
EVENT TICKETS
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Chapter Four
top tips for
targeting
business travelers
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Top Tips for Targeting
Business Travelers
Make your marketing more visual
Creating a visual-first experience on your websites and ramping
up your visual storytelling on travel websites including corporate
self-booking tools will have a big impact on busy business
travelers. Use fresh and compelling images, videos, and virtual
tours to show how your hotel will make the business traveler’s
trip successful.
The Hilton Lexington/Downtown has corporate travel
shoppers covered with plenty of high-quality visuals on their
websites that highlight amenities that matter most to these
travelers.
ChicagoRaffaello.com
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Sandestin.com
Top Tips for Targeting Business Travelers
Optimize everything
Since business travelers are mobile addicts, make sure
your website is optimized for convenient use on any type of
smartphone and tablet and includes all of the information they
need before, during and after their stay. Don’t forget to include
images, virtual tours and video!
Communicate convenience
It’s such an important element to the business travelers, take
every opportunity to communicate how convenient and easy
your hotel will make their stay. Showcase features like docking
stations in your guestrooms, grab-and-go breakfast options,
workout gear lending, express check in/check out, airport
shuttles.
The Courtyard Sandestin emphasizes their newly refreshed
business lounge and interactive information center where all of
the information a business traveler needs during their stay is
only one touch away, now that’s convenience.
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Top Tips for Targeting Business Travelers
Appeal to the big spenders
Since Millennial business travelers are willing to spend more
company money than their older coworkers, appeal to them by
highlighting your room service and dining options and any other
relevant upgrades and promotions.
Pump up the perks of your loyalty
program
Take a look at your loyalty program and identify the perks that
matter most to business travelers and promote those items in
your visual storytelling.
The Best Western Leisure Inn plays up the value of their
rewards program which offers points that can be redeemed for
airline rewards, gift cards and free room nights.
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Top Tips for Targeting Business Travelers
Show them an experience they
won’t forget
Business travelers are putting more effort
into making their trips worthwhile and more
enjoyable than ever before. Give them a reason
to book with you by showcasing attractive
amenities, local events, and attractions.
The Intercontinental NYC Barclay features
videos hosted by their Concierge highlighting
the incredible experiences New York City has to
offer. This inside scoop gives business travelers
the trustworthy insight they desire.
IntercontinentalNYBarclay.com
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Chapter Five
the leisure
traveler
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The Leisure Traveler
From spring break and winter holidays The wide variety of these travelers means This section will explore more of the
to honeymoons and graduation trips, their desired amenities vary greatly, top traits that characterize the modern
there are endless reasons for leisure from kid-friendly activities to fine dining leisure traveler and offer tips on how
travelers to hit the road. Everyone enjoys options, leisure travelers need to know your hotel can effectively attract them
a vacation, which means this popular exactly what hotels have to offer. and earn their business.
segment consists of travelers from all
ages, genders, and cultures. With 3 out People love to travel; whether it’s visiting
of 4 domestic trips taken being for leisure relatives, shopping, or relaxing on the
purposes,48 this well-traveled customer beach, traveling for leisure is showing no
segment warrants the focused attention signs of slowing. Globally, leisure travel is
of hotel marketers. thriving; in 2013, the industry generated a
massive 3.3 trillion dollars and achieved
The average age of leisure travelers is an overall growth of 3.2%.50 This is
47.5 years old, and while many families an excellent testimony to why leisure
enjoy a vacation together, more couples travel is one of the most important travel
are electing to leave the kids at home segments to target.
and embark on a grown-up getaway.49
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Leisure Travelers are
1 Social Creatures
Word-of-mouth marketing is alive and
thriving, but it’s also evolving. Facebook,
Twitter, Instagram and TripAdvisor
have changed how travel shoppers are
connecting and sharing with each other in
the 21st century. Savvy hotel marketers
are monitoring these channels closely.
Why? Because 92% of consumers trust
earned media like social media posts
and reviews above all other forms of
advertising, like paid ads.51
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53
52
54
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Leisure Travelers are 37% of managers expect their employees to
2 Workcationers check email while on vacation.
– CareerBuilder.com 56
18% read or send work emails in private
You can (physically) leave the
situations, hiding the fact that they do so
office without digitally leaving
the office. Individuals have
from their loved ones.
never been better connected, – Skift 57
enabling them to work from
anywhere. Work-life is often
leaking into personal vacation
time as 34% of leisure 3 in 10 workers contact work during vacation.
travelers check work email
– CareerBuilder.com 58
and/or voicemail some time
while on vacation,
28% check regularly, and
6% check constantly.55
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52
59
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Leisure Travelers are
3 Multi-Screen Investigators
70% researched an upcoming trip on
their tablet, 53% on smartphone.
Favoring convenience and and booked on a tablet and
mobility, leisure travelers 71% on a laptop.60 – Google 61
are increasingly comfortable
researching and planning For vacationers, optimized
travel on their smartphone
and tablet devices. They’re
mobile websites are not
optional, they are a necessity. 27% of leisure travelers booked their
also becoming more
comfortable booking directly
It’s crucial for information to
be accessed smoothly from accommodations on a tablet, and
from these devices. In fact, of
those who researched travel
mobile devices while the
travel shopper is on-the-go, 25% on a smartphone.
on their smartphone, 40% allowing them to leisurely
– Google 62
booked on that same device, book whenever they want.
while 48% have switched over
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63
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Leisure Travelers are
4 Value Seekers For leisure travelers, hotel room price
was the most important feature (63%).
Air fare price was second (50%).
– Expedia 65
Vacationers traveling with a family often
attempt to stretch their budget. In fact,
85% of leisure travelers last year said
that price was the most important 72% of leisure travelers said that price
factor when choosing a destination.64
However, even cautious spenders are was what drove their booking decision.
willing to pay for a valuable experience.
Highlighting value-added services for – Business Wire 66
your hotel will justify a higher price, since
travelers will see it as getting more bang
for their buck.
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66% of LEISURE TRAVELERS
plan to spend MORE TIME RESEARCHING before BOOKING TRAVEL
because “FINDING VALUE IS MORE IMPORTANT”.
– GOOGLE 67
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Leisure Travelers are
5 Precise Planners 51% booked at least 30 days in advance
of their flights.
– Sojern 69
68% began researching online before
Arranging for time away
from work, school and
According to an Expedia
study, travel shoppers visit
they decided where or how to travel.
commitments at home means travel websites an average – Google 70
this travel segment can’t of 38 times before they
afford to be spontaneous. book.68 With so many options,
Most leisure travelers spend
a significant amount of time
choosing the most desirable
vacation for the best value is 58% of leisure travelers always start their
researching, planning and
weighing their options.
key for leisure travelers, and
they’re willing to put the time travel booking and planning process with
into researching for the best
option. search.
– Google 71
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Leisure Travelers are
6 Eager For Experience
83% of family travelers want to engage
In attempt to gain every possible with maps of the areas they visit.
experience from their vacation, today’s – MCD Partners 73
leisure travelers want to stay close to
the action while visiting their desired
destination. 66% of vacationers said
that location is what drove their booking
decision.72 Leisure travelers want to have
78% of family travelers want to request
an authentic experience, so choosing
a well located hotel property that gives
a late check-out to maximize their time to
guests the ability to explore local activities
and attractions is a must.
explore.
– MCD Partners 74
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75
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Chapter Six
top tips for
targeting leisure
travelers
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NickHotel.com
Top Tips for Targeting
Leisure Travelers
Know your story
Leisure travel encompasses a wide variety of consumers,
including family vacationers, shoppers, honeymooners and
spring breakers. With such a broad segment, hotel marketers
should take the opportunity to narrow in on the story that
appeals to their target market. You can’t be everything to every
type of travel shopper, so define the story you want to tell to
your most desired customer.
The Nickelodeon Hotel is a hot spot for family fun. They
use their online channels to tell a story that tells their target
customers that this is hotel is the perfect place to bring the kids.
Nickelodeon Hotel on Pinterest
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Nickelodeon Hotel on Facebook
Top Tips for Targeting Leisure Travelers
Nickelodeon Hotel
Make social media a priority
on Twitter
Take the opportunity to build relationships with travel shoppers
through social media. These platforms enable you to share
updates, engage followers, respond to comments and build
trust with consumers. Remember to post photos and promote
special offers, too!
Make it work for workcationers
Hotels should highlight the features that allow “workcationers”
to get some work done quickly without compromising their
vacation. Use visuals online to feature amenities including free
Wi-Fi, work areas with computers, complimentary coffee, and
more. If these travelers don’t feel that they can comfortably and
efficiently get their work done at your hotel, then they will simply
find one that can.
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Best Western Plus Stovall’s Inn
Top Tips for Targeting Leisure Travelers
Emphasize value
Focus on promoting services that consumers see as valuable,
this could include a manager’s wine reception, pillow concierge,
local restaurant vouchers or any other thoughtful perks you
can offer. Even budget-conscious travelers are willing to pay
more for perceived value, so be sure to clearly present these
features.
Optimize! And don’t forget the visuals
Travelers are researching and booking on their smartphones
and tablets, and smart hotels are taking action by optimizing
their web content for these devices. Travel shoppers crave
visual content, so be sure to include optimized photos and
videos when converting your website as well. Red South
Beach Hotel displays a strong visual presence and enables
travel shoppers to book directly from their device.
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Red South Beach Hotel
Top Tips for Targeting Leisure Travelers
Play up your location
A hotel’s location is one of its most enticing
qualities, so brag about your surroundings! Be
clear about the nearby attractions that leisure
guests will have access to. Consider building
partnerships with local venues and attractions
that specifically offer discounts to your guests.
Located in Miami, Red South Beach plays up
their most attractive features: sun surf and sand!
Don’t leave guests wondering what makes your
location special – show them!
Offer something special
Appeal to travel shopper’s value-seeking nature
by promoting special offers online. These perks
increase the incentive to choose you over
other properties online. Offers could include
discounted rates for booking online, restaurant
vouchers and admission to local events.
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Chapter Seven
the meetings
and events
traveler
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The Meetings and Events Traveler
Meetings and events travelers are a Meeting and event bookings are showing With a focus on smaller-scale events
wide and varied group. Planning and no signs of slowing down. Event planning commonly held at hotels, such as
traveling for everything from off-site is one of the fastest growing occupations business meetings, town halls, corporate
business meetings and conferences to in the United States,76 and the meetings parties, weddings, family reunions and
lavish dream weddings and milestone and events industry earned $263 billion religious celebrations, this section
anniversary parties. One common thread in direct spending with 205 million total will explore the top characteristics
is that these travelers take their meetings attendees in 2012.77 that define the meetings and events
and events seriously, so finding the planners and travelers and offer
proper venue is top of mind. Targeting this lucrative segment can help tips on how your hotel can win their
hotels achieve increased revenue from business.
These guests are a profitable segment meetings and events bookings and attract
for hotels to target with weekday guests more guests overall. Because it is such
maximizing hotel meeting and business a vast segment, it’s important for hotel
facilities and weekend guests dining and marketers to be aware of which sub-set
dancing the nights away. of this group they want to attract.
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Meetings and Events Travelers are
1 Aware of the Numbers
While numbers may range, there is Family reunions typically cost $51 to $99
always an event budget. Even corporate
events have to stay within the boundaries per person, with 57% of reunions having
of company budgets, and financially
conscious brides-to-be are always between 50 to 149 attendees.
counting costs. The average spend for
a wedding reception venue in 2013 was
– GroupTravel.org 79
$12,905.78 No matter what type of meeting
or event this traveler is planning or what
they’re willing to spend, they want the
most value and best experience for
The average bar or bat mitzvah budget
their money.
runs roughly $15,000 to $30,000.
– eMitz.com 80
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81
$985 was the average
amount spent on
graduation parties.
– GraduationParty.com 82
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Meetings and Events Travelers are
2 Big Dreamers
Much like leisure travelers planning their
vacations, consumers that are seeking
a venue for their meeting or event have
visions of what they want their experience
to be like. The business person dreams
of “wow-ing” their client and closing the
deal while the couple celebrating their
milestone anniversary dreams of re-living
their wedding day in the company of their
closest family members. Simply put, these
travelers are looking to understand how a
hotel will bring their dreams to life.
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83
The average
wedding is planned
for 14 months.
– TheKnot.com 84
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Meetings and Events Travelers are
3 Schedule Specific 15% of weddings happen in each month
of June and September.
– TheKnot.com 85
Since they’re planning a particular Employees attend 62 meetings per
meeting or event, these travelers typically
have exact date requests and of course, month, on average.
strict time schedules. Being able to
anticipate and accommodate these – Atlassian 86
travelers’ demands is critical to winning
their business and satisfaction. Knowing
when different types of meetings and
events typically occur throughout the year
25% more meeting bookings take place
and how they’re structured gives hotels
the opportunity to anticipate demand
in February than any other time of the
spikes and target accordingly.
year.
– BlueJeans.com 87
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Meetings and Events Travelers are
4 Expecting Ease
Meetings and events are multi-faceted
and often require a range of services 54% of meeting professionals reported
and departments within a hotel to play
a role. Depending on the type of event usage of virtual and hybrid meeting
they’re planning, these travelers will
have a variety of requests for food and solutions — both to enhance face-to-face
beverage, technology, décor, furniture
layout, guestroom blocks and so on. They meetings and to integrate on-site and
want a hotel that will accommodate their
requests (no matter how big or small) remote meeting elements.
without a hassle.
– Meeting Professionals International 88
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85% of Meetings in the US
ARE CONDUCTED AT VENUES WITH
LODGING
GENERATING MORE THAN
275 Million Room Nights Annually.
– SKIFT.COM 89
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Meetings and Events Travelers are
5 Tech Savvy 30% of meetings include a mobile
participant.
– BlueJeans.com 91
59% of those traveling for business
No different than the average consumer,
event travelers are constantly meetings use their mobile device to
connected and using multiple devices to
research venues and accommodations research travel information before and
for their meetings and events. This
dependency on technology is made during travel.
obvious when many travelers carry 3-4
devices while traveling, the most common – Google 92
being smartphones, laptops and tablets.90
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"I can BEARly remember the last time I was offline."
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Chapter Eight
top tips for
targeting Meetings
and Events
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Top Tips for Targeting
Meetings and Events
Inform and inspire
Providing the details that the meeting and event planner is
looking for online is crucial, but don’t subject them to paragraph
after paragraph of information. Visuals (photos, virtual tours,
short videos) along with short, yet descriptive text and bullet
points highlighting your meeting and event spaces will do the
trick.
Be everywhere
Well-connected meeting and event planners (professional or
not) are using a range of online sources to research venues
and accommodations. Ensure that you have a visually ChicagoRaffaello.com
compelling presence on event planning sites like Concur, CVent
and OneWed, your own website, and social media sites like
Pinterest, Instagram and Facebook.
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BarnsleyResort.com
Top Tips for Targeting Meetings and Events
Show the real experience
There’s no better way to help a bride to envision her special day
at your hotel than by showing her what it could look like, the
same goes for other types of events. Floor plans and staged
photos are important at showing details, but it’s the real event
photos that show the experience that make the biggest impact.
Be sure to ask permission before using photos from past
events.
Strategize your storytelling
Use the information you have about the dips and spikes in
your hotel’s meetings and events bookings to your advantage
and tailor your visual storytelling accordingly. For example, if
you know your hotel typically books the biggest meetings in
September, start featuring visual stories about how you make
meetings successful several months earlier.
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Top Tips for Targeting Meetings and Events
Sweeten the deal
When it comes to decision-making time, the little things can
make the biggest difference (especially when working with
budget constraints). Stand out by promoting special offers
specifically for meeting and event planners, like meal, bar or
room upgrades, complimentary breakfast for overnight guests,
or discounts for booking during certain time periods.
Be creative!
Walk and talk technology
Being technology savvy online and on-site is crucial. First,
make sure your website is optimized for smartphones and
tablets. Second, be sure to emphasize the technology driven
features your hotel offers in your visual storytelling. Show
guests connecting to your hotel-wide Wi-Fi, getting work done
in your business center, or using the in-room docking stations
to charge up their devices.
leonardo.comLET’S TALK TARGETING: REACHING THE DESIRED HOTEL CUSTOMER SEGMENTS / 7 3
About Leonardo
Leonardo is a technology and online media company for the global hospitality industry. We
provide e-marketers at hotel brands, management companies and hotel properties with technology,
sales conversion tools and a global travel media network that enables them to better visually
merchandise their hotels to millions of in-market travel shoppers monthly.
Our core products, the VScape® Digital Asset Management System and VBrochure™ Online
Merchandising System, leverage the VNetwork™ - the largest media syndication network in the
industry. It includes all major search engines, Global Distribution Systems, online travel agencies,
travel research and supplier websites, search portals, review, travel editorial, local directories and
major social media and video sharing sites.
Taking advantage of VBrochure’s mobile and social media platforms, hotels can ensure that their
rich visual presentations reach consumers on their mobile devices and through their social graphs.
For more information about Leonardo, visit www.leonardo.com.
Share this eBook
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THE MILLENNIAL TRAVELER 1 http://www.comscore.com/Request/Presentations/2012/Millenials_Report_Download_-_January_2012 2 http://viewfinder.expedia.com/news/future-of-travel-report 3 http://
www.forbes.com/sites/onmarketing/2013/07/03/trying-to-understand-gen-y-get-comfortable-with-being-uncomfortable/ 4 http://www.forbes.com/sites/onmarketing/2013/07/03/trying-to-understand-gen-y-get-
comfortable-with-being-uncomfortable/ 5 http://oit.williams.edu/files/2010/02/using-images-effectively.pdf 6 http://www.edelman.com/news/study-finds-millennial-generations-power-to-influence-is-increasing/
7
http://www.comscore.com/Insights/Presentations_and_Whitepapers/2014/Marketing-to-Millennials-5-Things-Every-Marketer-Should-Know 8 http://www.themillennialimpact.com/2013research 9 https://
www.mediabistro.com/alltwitter/millennial-mind-infographic_b36619 10 http://www.hotelinteractive.com/article.aspx?articleid=28911 11 http://www.uschamberfoundation.org/MillennialsReport 12 http://www.
uschamberfoundation.org/MillennialsReport 13 http://www.slideshare.net/RosettaMktg/millennial-deck-071813 14 http://www.slideshare.net/RosettaMktg/millennial-deck-071813 15 http://www.pewinternet.
org/fact-sheets/social-networking-fact-sheet/ 16 http://viewfinder.expedia.com/news/future-of-travel-report 17 http://www.marketingcharts.com/wp/online/63-of-young-americans-stay-updated-on-brands-and-
products-via-socnets-26635/ 18 http://www.comscore.com/Insights/Blog/Why_Are_Millennials_So_Mobile 19 http://viewfinder.expedia.com/news/future-of-travel-report 20 http://www.oracle.com/us/industries/
financial-services/gen-y-survey-report-165297.pdf 21 http://www.forbes.com/sites/onmarketing/2013/07/03/trying-to-understand-gen-y-get-comfortable-with-being-uncomfortable/ 22 http://viewfinder.expedia.
com/news/future-of-travel-report 23 http://resources.bazaarvoice.com/rs/bazaarvoice/images/201202_Millennials_whitepaper.pdf THE BUSINESS TRAVELER 24 http://hub.gbta.org/resources2/view/profile/
id/27481/vid/3 25 http://www.ustravel.org/news/press-kit/travel-facts-and-statistics 26 http://www.pchousing.com/blog/968/pc-housing-infographic-mobile-dependence-a-growing-trend-in-business-travel 27
http://viewfinder.expedia.com/news/future-of-travel-report 28 http://www.pchousing.com/blog/968/pc-housing-infographic-mobile-dependence-a-growing-trend-in-business-travel 29 http://www.pchousing.com/
blog/968/pc-housing-infographic-mobile-dependence-a-growing-trend-in-business-travel 30 http://www.pchousing.com/blog/968/pc-housing-infographic-mobile-dependence-a-growing-trend-in-business-travel
31
http://www.thinkwithgoogle.com/research-studies/the-2012-traveler.html 32 http://viewfinder.expedia.com/news/future-of-travel-report 33 http://www.pchousing.com/blog/968/pc-housing-infographic-mobile-
dependence-a-growing-trend-in-business-travel 34 http://www.thinkwithgoogle.com/research-studies/2013-traveler.html 35 http://www.insivia.com/50-must-know-stats-about-video-animation-marketing-2013/
36
http://www.youtube.com/yt/press/statistics.html 37 http://www.thinkwithgoogle.com/research-studies/2013-traveler.html 38 http://www.mcdpartners.com/wp-content/uploads/2014/03/Seeing_Returns.
pdf 39 http://www.thinkwithgoogle.com/research-studies/2013-traveler.html 40 http://viewfinder.expedia.com/news/future-of-travel-report 41 http://www.hotelnewsnow.com/Article/8682/Next-gen-blurs-lines-
of-corporate-leisure 42 http://viewfinder.expedia.com/news/future-of-travel-report 43 http://viewfinder.expedia.com/news/future-of-travel-report 44 http://www.hotelmarketing.com/index.php/content/article/
what_business_travelers_want_from_hotels_when_it_comes_to_mobile/ 45 http://viewfinder.expedia.com/news/future-of-travel-report 46 http://viewfinder.expedia.com/news/future-of-travel-report 47 http://
www.thinkwithgoogle.com/research-studies/2013-traveler.html THE LEISURE TRAVELER 48 http://www.ustravel.org/sites/default/files/page/2009/11/US_Travel_Answer_Sheet_March_2013.pdf 49 http://
www.ustravel.org/news/press-kit/travel-facts-and-statistics 50 http://www.wttc.org/site_media/uploads/downloads/world2013_1.pdf 51 http://www.tnooz.com/article/impact-of-social-media-on-the-travel-industry-
infographic/ 52 http://www.thinkwithgoogle.com/research-studies/2013-traveler.html 53 http://www.tnooz.com/article/impact-of-social-media-on-the-travel-industry-infographic/ 54 http://www.tnooz.com/article/
impact-of-social-media-on-the-travel-industry-infographic/ 55 http://media.expedia.com/media/content/expus/graphics/other/pdf/expedia-vacationdeprivation2012.pdf 56 http://www.careerbuilder.com/JobPoster/
Resources/page.aspx?template=none&pagever=2012Vacations 57 http://skift.com/2013/10/09/the-blurring-of-personal-and-professional-lives-of-travelers/ 58 http://www.careerbuilder.com/JobPoster/Resources/
page.aspx?template=none&pagever=2012Vacations 59 http://skift.com/2013/10/09/the-blurring-of-personal-and-professional-lives-of-travelers/ 60 http://www.marketingcharts.com/wp/online/travel-research-
and-booking-seen-a-multi-device-process-29809/ 61 http://www.thinkwithgoogle.com/research-studies/2013-traveler.html 62 http://www.thinkwithgoogle.com/research-studies/2013-traveler.html 63 http://www.
marketingcharts.com/wp/online/travel-research-and-booking-seen-a-multi-device-process-29809/ 64 http://www.thinkwithgoogle.com/research-studies/2013-traveler.html 65 http://viewfinder.expedia.com/
news/future-of-travel-report 66 http://www.businesswire.com/news/home/20130509005322/en/American-Spending-Hotel-Stays-Summer-Expected-Total#.UyhYNfldXNw 67 http://www.thinkwithgoogle.com/
research-studies/2013-traveler.html 68 http://cdn2.hubspot.net/hub/149354/file-271132325-pdf/docs/Path_to_Purchase_Expedia_Media_Solutions_MillwardBrown.pdf 69 http://www.sojern.com/infographic_
travel_trends_q4_2013.php 70 http://www.thinkwithgoogle.com/research-studies/2013-traveler.html 71 http://www.thinkwithgoogle.com/research-studies/2013-traveler.html 72 http://www.businesswire.com/news/
home/20130509005322/en/American-Spending-Hotel-Stays-Summer-Expected-Total#.U16_jfldUbN 73 http://www.mcdpartners.com/wp-content/uploads/2014/03/Seeing_Returns.pdf 74 http://www.mcdpartners.
com/wp-content/uploads/2014/03/Seeing_Returns.pdf 75 http://www.thinkwithgoogle.com/research-studies/2013-traveler.html THE MEETINGS & EVENTS TRAVELER 76 http://www.bls.gov/emp/ep_table_103.
htm 77 https://www.ahla.com/uploadedFiles/CIC%20Meetings%20ESS%20Update%20EXECUTIVE%20SUMMARY-FINAL.pdf 78 http://blog.theknot.com/2013/03/07/average-wedding-cost-2013 79 http://
grouptravel.org/family-reunion/family-reunion-statistics 80 http://www.emitz.com/budget 81 http://blog.theknot.com/2013/03/07/average-wedding-cost-2013 82 http://www.graduationparty.com/graduation-party-
budgeting.htm 83 http://cdn2.hubspot.net/hub/149354/file-271132325-pdf/docs/Path_to_Purchase_Expedia_Media_Solutions_MillwardBrown.pdf?t=1386620778000 84 http://blog.theknot.com/2013/03/07/
average-wedding-cost-2013 85 http://blog.theknot.com/2013/03/07/average-wedding-cost-2013 86 https://www.atlassian.com/time-wasting-at-work-infographic 87 http://bluejeans.com/modern-meeting 88 http://
www.mpiweb.org/Libraries/Research_and_Reports/MPI_Meetings_Outlook_2014_Winter_Edition.pdf 89 http://www.mpiweb.org/Libraries/Research_and_Reports/MPI_Meetings_Outlook_2014_Winter_Edition.pdf
90
http://www.thinkwithgoogle.com/research-studies/2013-traveler.html 91 http://bluejeans.com/modern-meeting 92 http://www.thinkwithgoogle.com/research-studies/2013-traveler.html
leonardo.comLET’S TALK TARGETING: REACHING THE DESIRED HOTEL CUSTOMER SEGMENTS / 7 5 Leo_eBook_Targeting_14.0161 leonardo.com
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