EARN TRUST THROUGH
INFORMATION
Millennial planners complete 67% of their sales
journey digitally. What this means is that they’re
making their purchasing decisions well before
they decide to reach out to a hotel salesperson.
Planners judge their purchase decision (or
lack thereof) based on the info and content
they consume about your property online. The
content you create will be their wellspring of
information that not only will influence these
purchasing decisions but that will also earn their
trust.
Taking a visual approach to showing off your
property is a great place to start. Most properties
depict their capacities through square footage.
So why not show off the versatility of the space
with multiple setups that communicate the
change in capacity for each event? A standing
room only event will look vastly different than a
seated dinner even if they’re both hosted in the
same space. GIve millennial planners the visuals
they want with to-scale event diagrams paired
with seating/ F&B options, visuals of the space
with that particular setup, and the capacities for
each.
By being transparent from the start, you’ll
be able to communicate what kind of events
are best suited for your hotel and set up
the proper
expectations.
Any planner
would dread
going through
negotiations
only to find out
that their event
simply wouldn’t
fit because
they incorrectly
judged the
capacity charts.
LEVERAGE VISUAL SOCIAL MEDIA TOOLS
When asked what makes the millennial
generation unique, they ranked their use of
technology at the top of the list at 24%. This
statistic paired with the fact that social media
posts with relevant visual imagery receive a
whopping 94% more engagement than posts
without create the perfect equation for a hotelier
to make an impact with millennial planners. And
with millennials being among some of the largest
consumers of social media content, why wouldn’t
you want to be present on these platforms?
Admittedly, this can seem daunting. Where do
you even begin to start? If you look around,
your property already provides a majority of the
authentic, meaningful content that millennial
planners want to see. Planners want to see social
proof that their event is best suited for your hotel
space and often, they’ll look to social media to
form their opinions of where they spend their
event planning budgets.
One example of a hotel brand that is earning
trust with planners is Mondrian Hotels.
Consumers and meeting planners alike can
expect breathtaking views and exceptional service
which shows through in their posts. What planner
wouldn’t want this view when hosting a meeting
or event at this property?
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