Millennials at the forefront
Tech-savvy Millennials are at the forefront of the revolution emerging in the food and hospitality industry here in Australia.
What exactly is a tech-savvy millennial in Australia and everywhere else in the world? Generally, it’s a person in their 20s and 30s who is well-informed of the latest technological trends and innovations, know exactly what they want, and how to get it through the use of modern technology.
In light of the recent trends happening in the hospitality sector in Australia, it’s important for hospitality entrepreneurs to be aware of current customer habits and preferences so that they can re-conceptualize their services and understand how best to meet the dynamic and evolving needs of their customer base.
When customers are satisfied, they are more than likely to be repeat customers and this can go a long way in cultivating brand loyalty, trust, and creating enriching, positive experiences that keep them coming back for more.
The biggest trend that is here to stay is innovative technology. Millennials especially love their mobile devices and are used for everything from searching for the best flight deals on platforms like Expedia and Kayak to booking accommodations through Airbnb or Tripping.com. From car rentals, restaurant reservations, buying movie tickets, or leaving hotel reviews on social media, everything can be done by the touch of a smartphone. Quick, efficient, and easy. This is what millennials want.
Loyalty programs are also a priority for tech-savvy consumers. According to a global study of 9,000 millennials who use technology within the hospitality sector, it found that:
“52% of millennials want to use their mobile devices to take advantage of loyalty programs offered by restaurants, bars and coffee shops. Millennials want to be acknowledged, with personalized rewards that reflect their individual preferences.”
One local start-up hospitality company is integrating these loyalty programs into their current platform. Liven, a Melbourne-based business uses an app platform to reward users with cash back every time they frequent over 500 participating restaurants, retailers, or entertainment venues in the Melbourne and Sydney areas.
When it’s time to pay the bill, users pay through the Liven app and then receive a cashback of 25-50% of the bill. This cashback can be in the form of a credit and spent the next time they dine out, paid directly to their bank account as real cash, or can be donated to Australia’s most popular charities for those users who want to pay it forward.
This type of perk is very enticing to the modern mobile phone user. Consumers want to know that they will get rewarded for their commitment to a particular brand or company.
Meeting Consumers Where They Are
Businesses within the hospitality sector may want to take note of this rising trend and meet their customers where they are at…through mobile technology. Smartphones, tablets, and wearables are becoming mainstream and rising in popularity which presents an unprecedented opportunity to win millennial’s business.
Ray Carlin, Vice President of Solution and Strategy Management at Oracle Hospitality, which organized the global study, further emphasizes the importance of using mobile technology:
“Mobile is very much here and happening in hospitality…It will require a redefinition of service – one that offers millennials tremendous choice, speed and personalization based on their individual preferences. Providing such tailored service not only means accommodating consumers’ use of smartphones, but for operators to leverage their own mobile devices to better serve them.”
So, how are you going to meet millenials and connected customers in your business in 2017 leave a comment below and tell us how you are doing this.
Also, to find out about more trends in hospitality regarding how to connect with millennials, and more…
Download our whitepaper on Personalizing Customer Experiences in Hospitality by clicking right here.