Millennials are more social than Baby Boomers. Staying in their room working all evening, or watching a movie doesn’t hold a lot of appeal. They would rather work in the lobby or an open business center, even if they are not conversing with others. A key is a roomy business center. They are not interested in seeing how many people can be crammed into a 10′ x 10′ “business center.” They’ll work in the lobby first.
What can you do to encourage them out of their rooms?
- One hotel started offering popcorn from 4:30-7 PM weekdays. Guests checking in came back downstairs. Business travelers enjoyed the popcorn. The popcorn encouraged conversation. So this select service hotel got a permit to sell beer and wine. First month on the program beer and wine sales topped $10,000. Now they are looking to add simple sandwiches. Word is spreading, and the hotel picked up additional 221 room nights in Feb. They now lead their market segment by 20 points. (They were third in the segment.)
- Another hotel had a very small lobby. They moved their fitness room which had been just off the lobby and next to the pool. They converted that room to a “great room” with a big screen TV, 3 computer work stations, 3 game tables, complete with decks of cards, backgammon, cribbage, etc. They also added 3 vending machines. First month, vending machine sales topped $1100. Now there are typically 5-10 people in the room from about 5-10 PM weekdays. Families use the room on weekends when kids games replace the cards, etc. No increase in repeat bookings yet, but no attrition either
- Another hotel knew a retiree who loved to make homemade donuts. They convinced her to make her donuts in the hotel from 5-6:30 PM weekdays. She always baked up few so the smell greeted guests checking in. Then she would fry up donuts and dip them in the frosting of the guests choice. The program was so successful it quickly attracted local business people. She now has taken over two rooms and the donut operation is available from 6 AM to 6 PM. Occupancy in Feb. was up 11 points over 2009 and ADR was up $3.
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