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November 6, 2019

Attracting Millennials to Your Hotel: Healthy Experiences

Millennials are more interested than boomers or Gen Xers in buying experiences rather than things. This means they like to travel, which is good, and it means they look for different things when booking hotels.

Recent research by Lodging finds that millennials -- people from their early 20s to their late 30s today -- "are more willing to pay for technology and wellness services during their hotel stay, with millennials being 1.5 times as likely to take advantage of these services" as older guests.

When asked what made a hotel experience negative, the same research found millennials twice as likely to cite issues with fitness and wellness as other age groups, along with the usual location and pricing concerns.

What does this mean for your property?

It means the more fitness and wellness options you offer the more tempting your hotel becomes to millennials, since 80% of 18-35 year olds consider fitness "a top priority when traveling," according to a study cited by Hotel Business.

And in addition to having a well-appointed gym -- sorry, fitness center -- the better view users have while working out the better for your hotel's attractiveness: Instagrammed welfies (selfies taken while working out) have to look good, right?

Along with a robust fitness center, try offering complimentary bicycles for guests to explore the area, or in-room yoga mats, exercise balls, dumbbells, or even treadmills or step machines. Be creative: Some hotels offer "running concierges," who lead guests on three to five-mile runs at no cost to the guest. Brand quality running shoes in good shape can be rented at minimal cost.

And make sure you display such amenities prominently on your site.