• New research suggests the design and connectivity are key to attracting millennial hotel guests

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    To understand how hoteliers can win over the most competitive demographic in the hospitality sector – millennials – hotel furniture manufacturer Knightsbridge Furniture surveyed 1,000 18 – 34-year-olds to understand just how important design is in the modern hotel… 

    A recent survey, carried out by Knightsbridge Furniture, revealed that an overwhelming 87 per cent of consumers aged between 18 – 34 years old cited the interior design as important when booking a hotel, with 81 per cent identifying a ‘cool bar’ as a critical factor in their choice.

    The research also highlighted the power of social media as a communication tool – a topic that Hotel Designs covered a few months ago with Designing Instagrammable –  with 76 per cent professing to have shared an image of a hotel (including bar, pool, restaurant, bedroom) that they have stayed in. Furthermore it is a signifier of good taste, with 83 per cent stating that they booked a hotel because they had seen images from someone they follow on social media. 73 per cent check the social media feed of hotel before booking and one in three would be put off booking altogether if a hotel had no social media presence.

    “49 per cent would be put off if they couldn’t book instantly online.”

    A considered design scheme could also be part of the solution for hoteliers wanting to build a loyal following among the ‘millennial generation’. As whilst 82 per cent of millennials stating a preference for experiencing a new hotel each year, a significant 42 per cent will return for an impressive design.

    Website performance was another key area of investment for hotels – which is another topic that Hotel Designs has put in the spotlight recently with its Marketing in the Modern Age series of features. More than half of millennials would be put off booking a hotel if the website was difficult to use, 49 per cent would be put off if they couldn’t book instantly online.

    “Thriving hoteliers recognise the necessary investment in design, furniture and finishes to keep this audience returning,” said Alan Towns, Chief Executive Officer, of Knightsbridge Furniture.” Equally important is the management of social media channels and vitally, having the best Wi-Fi in town!”

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  • AUTHOR

    Hamish Kilburn

    All stories by: Hamish Kilburn