Specific attention to each type of traveller has always been important in creating a corporate strategy. Business travellers have different needs than leisure travellers, and these needs shape the offer that an company proposes. To this end, ad hoc investments are necessary to reach and satisfy the identified category of travellers.
But what does the current scenario look like? What attention should be paid to each target today? Let’s look at these aspects in detail:
- Workers: this is the group that has seen major changes, with a significant increase in the use of ‘smartworking’. In-person meetings and company events are being replaced by video conferencing, the advantage of which is that you can work not only from home, but from anywhere. “Anywhere” means that a worker can easily combine a leisure trip with business trip. For this reason, it is important to address this segment by implementing strategies that can make it easier for them to work and feel like they are on holiday once the computer is turned off.
Therefore, it is necessary to:
- Continue to interact with them, so as not to lose the loyalty acquired over the years.
- Offer them personalized promotions even for leisure experiences.
- Where possible, create dedicated workspaces, such as spaced tables, fast internet connection, on-site dining and so on, to provide a welcoming environment for smart working.
- Families and leisure travel: this is the category that is resuming travel fastest. These are less frequent trips but longer stays, with people preferring to travel by their own means of transport and look for destinations close by, rather than venturing far. There is also an increased focus on safety standards, which is often ascertained by researching reviews, photos and blogs to ensure that cleanliness is impeccable and that there is the necessary assistance in case of difficulty.
To interact with this class, it is important to:
- Convey confidence to the guest through information about compliance with safety regulations, as the latter has become a very relevant variable when choosing a trip.
- Have flexible booking options, with free cancellations and limited restrictions, paying particular attention to offers aimed at regular guests who already know the company and are more likely to return.
- Use social pages and communication tools to share real content, possibly posted by guests who have stayed at the property and provide direct information through them about compliance.
- Young people: Millennials represent the generation of people born between the 1980s and 2000s, at the peak of the digital revolution. Unlike Generation Z, Millennials (also known as Generation Y) have also experienced the era before the advent of the Internet. Generation Z, on the other hand, identifies those born at a time when smartphones were already present and networking was widespread. The relevant period is the years from 1995 to 2000. The main difference between these two groups is that Generation Y enjoys the benefits of the Internet, while Generation Z uses it to change the future. Generation Z is responsible for creating content, not just sharing it. It is no coincidence that growing up with concepts such as virtual reality or automatic pilots puts them closer to innovation, to limitless possibilities, to a future that depends on them as they have the skills to shape it. Generation Z has grown up with mobile phones in hand and is used to having any kind of information or service at the click of a button. At the same time, their attention span is unpredictable, and it takes little to lose it if the message is not delivered quickly and directly. It is likely that they do not represent the class with the most possibilities of spending and therefore of travelling, but they have a high degree of influence in the choices of their families. They are considered reliable and knowledgeable about the latest news.
The key points to attract the youth category are:
- Being up to date with technology and making good use of social media, posting content often as interacting with an online user is crucial. They leave reviews and share pictures related to the facilities, which could influence the next guest.
- Deliver a simple and direct message that will get their attention.
- It is important to underline the fact that this generation will be the future of work, so not to underestimate this category within the working environment is important. It is thanks to them that it will be possible to innovate tomorrow.
The hospitality landscape has changed and many aspects that were taken for granted in the past now need special attention.
Each class of travellers attaches importance to specific features of the stay, but the key points today are safety, innovation and connection.
Martina Guizzardi
Content editor
Hospite – The Italian Hospitality Academy