It’s the same story with a new twist – No matter the era we were born into, most innovations are made by youth looking for the next best thing that will differentiate them from older generations. Then older generations learn to adapt to the changes. It’s an expected part of the life cycle.
These days the millennial lifestyle has shaped the way we communicate. Nearly a quarter of the US population are millennials and, with mobile usage increasing each year, our exchanges have adapted to accommodate the explosion of social media outlets, video viewing and – texting!
Reality Mine, a mobile research agency, found a trend across all generations that texting has become preferable to calling and the trend is most prevalent in millennials. The April 2016 OpenMarket nationwide poll of millennials showed that 75% of millennials preferred texting more than any other method of communication. The more recent OpenMarket survey shows text messaging is the preferred way millennials like having exchanges with businesses. According to this recent survey:
- Texting leads the way as a notification preference from businesses followed by email and then last with calls.
- 80% prefer texting a company’s 1-800 customer service line rather than making a call and being put on hold.
- 60% prefer texting with companies because it’s quick and works within their schedule without being intrusive
- 30% receive texts from companies they interact with on a regular basis and, of these, 75% find text reminders and promotions helpful
- Only 0 to 5 texts from businesses are received per week and nearly 20% never receive any texts from businesses.
This could not only present opportunities for hotels to better reach their millennial and even Generation Z guests but also help create a more efficient staff in terms of operations. Hotels could improve the guest service experience by using text messaging to confirm spa appointment, send payment reminders, process Wi-Fi requests, make and confirm room reservations, provide offers/discounts/coupons and conduct short surveys just to name a few.
Providing such services via text would reach out to millennials and improve your hotel’s chances for good guest reviews. If the millennial guest is left feeling satisfied with your hotel’s service they would be inclined to let others in their network know it. Good reviews mean a greater chance for positive content in organic search results. Positive organic content means building toward a better reputation for your hotel. A better reputation increases opportunities for direct bookings.
If hotels want to reach millennials, then it’s best to reach them in their language preference – text messaging!