MILLENNIALSI N N O V A T I N G T H E G U E S T E X P E R I E N C E

HOW TO MAKE THEM HAPPY

w w w . A L I C E a p p . c o m

Millennials are young adults born

and the early

1980s between the early

2000s

The millennial generationis growing up in a

technologically advancedworld where travelling

and communication go hand-in-hand and are easier than

ever before

They are the largestgeneration

By many expect

they willdrive

of purchasedecisions

2018

50%

TRAVELMILLENNIALS LOVE TO

BUT HOW?

Local

INFLUENTIAL

MOBILE

1 in 5 Millennials Access The InternetExclusively Through Mobile Devices

70% would like to visitall seven continents

ADVENTUROUS

DISLOYAL

Less than 20% are enrolled in aloyalty program

SPONTANEOUS

50% of Holiday Travelers Waitfor Last Minute Deals Before

Booking

SOCIAL

95% use user-generated travelreviews regularly to make booking

decisions

GREEN

3x more likely to book ‘green’ orenvironmentally-friendly

accommodations in 2015 versus2014

It Is Not the Strongest ofthe Species that SurvivesBut the Most Adaptable

TheSharingEconomy

SOCIAL

LOCAL INFLUENTIAL

GREENSPONTANEOUS

ADVENTUROUS

DISLOYAL MOBILE

HOW TO WIN

OVER THE MILLENNIAL

Engage: your neighbourhood

Change: your public space

Adapt: the hotel room

Reward: Instant gratification

Innovate: the communication

Go Off Script: unique expriences

Own: the conversation

Value: social impact

Brands are evolving

“It’s about the spirit ofindependence; we aspireto create unique hotels

and experiences,”A l e x C a b a ñ a s , p r e s i d e n t a n d C E O o f B e n c h m a r k

H o s p i t a l i t y I n t e r n a t i o n a l