Reach Young Event Planners: how to Get It Right...
Millennials and Gen Zers are leading the technology charge with their widespread adoption of smartphones and social media. More than 9 in 10 millennials own a smartphone, and 86% of millennials use social media. For Gen Z, 95% have a smartphone and 55% use it for five or more hours a day.
So as millennials and Gen Z enter the workforce, they’re not just changing the way we interact with each other; they’re also changing the way we work and do business, too — especially in the meetings and events industry. This means that coming up with a strategy to reach young event planners is as important as ever.
In a previous report 47% of planners surveyed were either millennials or Gen Zers. This generation of younger meeting planners is serving a growing number of younger professional attendees — and both groups demand that events and venues offer innovation, interactivity, and social media shareability.
It’s not enough anymore for hotels just to provide free Wi-Fi. To attract this younger generation of planners and business travelers, venues need to step up their game across the board in a variety of ways. But hoteliers don’t need to start from scratch or reinvent the wheel. Let’s take a look at how some other venues and hospitality brands are catering to these experience-hungry and social-centric guests — and how you can do the same.
Examples of how to reach young event planners:
One area where hoteliers can play an integral role is in experience creation since millennials especially have an affinity toward experiential trips. Airbnb has led the experience curation trend with its evolution from a simple home-sharing site to a full-fledged vacation monger. It now sells whole packages and trips, specially crafted to appeal to various interests and activity levels. Handmade pasta classes with grandma in Italy or desert adventure tours with a local guide in Oman are just a few examples of the unique, local experiences that Airbnb now offers.
The hotels will offer meeting planners the option to infuse Headspace content and experiences into their meetings, helping them check the wellness box that their younger attendees are looking for. Hyatt is also launching a new meditation experience exclusively for meeting and conference attendees, also powered by Headspace content. Hyatt guests get complimentary in-room Headspace content and access as well.
Take the swanky, sophisticated, and just plain cool Radisson RED, with its playful twist on the conventional meeting, event, and common spaces. Every room and space is treated as a work of art and is designed for the wow factor, with an eye to elements that reflect the local style. With Instagrammable statements throughout the property, this fashionable hotel caters to business and leisure interests alike — and to the social-media-savvy millennials and Gen Zers who are always on the lookout for the best photo opportunity.
Radisson RED’s Hotels vibe shines through in its social spaces and hangout zones, with art installations, games, and mood music — perfect areas for mixing, mingling, or co-working. RED also provides spaces to meet any meeting needs, equipped with high-tech capabilities and connectivity. The fun, out-of-the-box rooms are designed to stimulate the imagination and help ideas come to life.
Add Instagrammable and social-media-friendly elements into your common areas, such as statement furniture or wall art installations. It’ll get people sharing and taking photos, and it’s a great addition to your property’s social media accounts. Design creative coworking spaces with quirky, eye-grabbing elements to stimulate collaboration — and social sharing.
Use these examples to reach young event planners!
Copyright - www.cvent.com