Hotel marketers push broad messaging

Most marketing at the property level is not necessarily targeted at a specific generation, but rather a cohesive message that can entice all ages to consider the hotel

May 21, 2024

Travel demand spans multiple generations, each with different preferences. Therefore, third-party management companies must adopt a comprehensive marketing approach at the property level to appeal to all age groups and maximize bookings.

Key takeaways

• Hotel brands and management companies have different marketing objectives. Brands focus on promoting aspirational travel to create a desire to travel, while management companies aim to secure bookings for specific hotels on a regional level;
• While hotel marketing doesn’t target a specific generation exclusively, millennials (born between 1981 and 1996) are often a primary focus, followed by baby boomers.

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