The intensity of competition in the market is acting as a driving force behind the companies to promote their product and services properly and thereby accelerate the position in the market. Travel and tourism has become one of the most emerging sectors in the world with multiple base of travelers. This is the reason, for which the competition in between the hotels is also increasing in a rapid manner. Proctor (2014) commented that the hotels must be promoted in an appropriate manner in order to catch the attention of wide range of travelers. Present paper is based on the way of through which hotels can be promoted among a potential base of travelers. As the millennial travelers are one of the key customers in the entire tourism industry, they has been chosen as the target market. The report will cover the process of researching the target market. In addition to that the fundamental requirements, characteristics and purchasing behavior will be discussed in the paper.
Selecting the most appropriate target market is the initial aspect of promoting a product and services in the target market. According to West, Ford & Ibrahim (2015) initially, market segmentation is the most important phase of investigating the target market. This is the way, through which a wide range of customers can be divided into different subsections. As the millennial travelers are the chosen target market in this context, it is imperative to perceive their needs and requirements. In-depth market research is to be conducted in terms of investigating the target market. Interview is needed to be arranged with the professionals of hotels in terms of exploring the most important base of travelers. As discussed by Chernev (2018) creation of consumer profile is also a great way of assessing the target market. This tactics plays a pivotal role in exploring the demographic information related to the millennial travelers.
There are both primary and secondary methods that will be executed in terms of exploring the target market. In order to understand the behavior of the staffs, detailed primary research will be conducted. Both qualitative and quantitative research methods will be followed. The managers of the hotels will be interviewed to perceive the base of customers who are most likely to visit the hotels. As the weightier are the key factor in offering the fundamental services among guests, detailed survey will be conducted among them. This is the way, through which the fundamental requirements of millennial travelers. Taylor, Bogdan & DeVault (2015) commented that with the assistance of primary research method, first hand experience regarding the expectations of travelers can be evaluated.
Being the adventure seekers, the millennial travelers are one of the most potential base of customers in the entire travel and tourism industry. They mainly seek for unique destinations in terms of satisfying their quest for adventure. Payne & Frow (2014) observed that one of the most significant characteristic features of this kind of travelers is that, they are extremely intended towards making strong and valuable social connections with the companions, with whom they are travelling. They always seek for best service and are willing to spend any amount. In the hotel industry, the recommendation plays a very important role in terms of enabling the travelers to be inclined towards a hotel. This is so with the case of millennial travelers. Payne & Frow (2014) perceived that it is the general tendency among them to be influenced by recommendation of their allies. Evidences are showing that the reviewed sites, social media and blogs act as a driving force behind shaping their purchasing decision (Horner & Swarbrooke, 2016).
Exploring the requirements of target market is the major way of promoting a business in the market. Millennial travelers generally leave in the world of high-end technology and are extremely intended towards accessing internet to explore the unique destinations. Therefore, free-Wi-Fi in the hotel rooms is the fundamental need of the travelers. Nieves & Diaz-Meneses (2016) stated that as they live in the world of technology, the millennial travelers are most likely to access robotics in order to make proper travel planning while staying at hotels. Thus, it is the prime responsibility of the hoteliers to implement robotics. Such implementation can serve them with the ability to raise satisfaction among the travelers.
Authentic and personalized travelling experience is the major requirement of millennial travelers. With the assistance of high-end technology, they require unique experience and effective personalized services from the client. Thus, the hotels must hire skilled and competent staffs to provide high quality of services among the travelers. According to Solomon et al., (2014) Bleisure travel- the way of aligning business with that of leisure is one of the emerging trends among the millennial travelers.
In the contemporary times, the tech-savvy millennial travelers are willing to pay any amount in return of unique services. Such travelers are extremely committed towards pay additional bucks for getting premium services. Vellas (2016) highlighted that millennials are the most precious customers in the hotel industry. Accessing travel insurance is the most emerging trend among the millennial travelers. This is the way, through which they can attain highly specialized services (Rahimi & Kozak, 2017). The travel insurance byers are more likely to be driven by high end technology. As the millennial travelers are mostly young generation, they always seek for pocket friendly budget of travelling. There lies the reason, for which they are looking for travel insurance to satisfy their travelling needs in a timely and cost effective manner. Exploring discounted hotel rooms is one of the most significant trends among the millennial travelers (Berbegal-Mirabent, Mas-Machuca & Marimon, 2016).
Based on the discussion, it can be concluded by saying that millennial are the most valuable travelers in the entire travel and tourism industry. So, it is imperative to offer them with high quality of services, which can have a firm impact on raising awareness among them. Unique and personalized services is the fundamental requirements of such travelers. They are willing to spend any amount to satisfy their quest for travelling. Hence, it can be said that, the hotels can be promoted among the millennial as they are the most potential base of customers in the global travel and tourism industry.
Berbegal-Mirabent, J., Mas-Machuca, M., & Marimon, F. (2016). Antecedents of online purchasing behaviour in the tourism sector. Industrial Management & Data Systems, 116(1), 87-102.
Chernev, A. (2018). Strategic marketing management. Cerebellum Press.
Foxall, G. (2014). Strategic Marketing Management (RLE Marketing). Routledge.
Horner, S., & Swarbrooke, J. (2016). Consumer behaviour in tourism. Routledge.
Nieves, J., & Diaz-Meneses, G. (2016). Antecedents and outcomes of marketing innovation: An empirical analysis in the hotel industry. International Journal of Contemporary Hospitality Management, 28(8), 1554-1576.
Payne, A., & Frow, P. (2014). Developing superior value propositions: a strategic marketing imperative. Journal of Service Management, 25(2), 213-227.
Proctor, T. (2014). Strategic marketing: an introduction. Routledge.
Rahimi, R., & Kozak, M. (2017). Impact of customer relationship management on customer satisfaction: The case of a budget hotel chain. Journal of Travel & Tourism Marketing, 34(1), 40-51.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.
Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.
Vellas, F. (2016). The international marketing of travel and tourism: A strategic approach. Macmillan International Higher Education.
West, D. C., Ford, J., & Ibrahim, E. (2015). Strategic marketing: creating competitive advantage. Oxford University Press, USA.