Millennials book for unique experiences, social status

8 September 2016 (HNN)

While it may be easy to over-generalize millennials, their travel habits and spending patterns at hotels can be complex. Understanding their patterns can be a goldmine for hotels’ profitability and loyalty, said speakers at the recent Southern Lodging Summit.

The process starts by looking at age and life experience, explained Christine Hight, senior director of market research for Hilton Worldwide Holdings. While millennials as an age group fall into the 18- to 35-year-old age range, Hight said they break into two distinct groups in terms of their worldview and behaviors.

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