Millennials have proven to be a major influencer in the meeting and events industry. It has been said that by 2021, this generation will represent up to 70% of new convention and meeting attendees. This said, millennials also seek unique and boldly divergent meeting experiences. Addressing what is important to them is crucial for attracting, engaging, and retaining the loyalty of these up-and-coming influencers.
Connectivity and Engagement
Technology fuels the foundation of the millennial lifestyle and Wi-Fi availability is essential to engage them. As smart, savvy consumers of information, they expect to be connected to their networks and have the ability to access information at all times. This means that hotels and conference facilities need to have reliable connectivity as millennials access their smartphones several dozen times each day for both professional and personal communications. Consider adding charging stations in convenient locations throughout your meeting site, and widely publicize Wi-Fi passwords and hashtags associated with your event. You do have event hashtags, don’t you?
Education and Networking
Millennials, more than in generations past, seek fulfilling jobs and understand the value of relevant career education and professional networking. Their decision to attend an event can hinge on the lineup of engaging speakers, high-quality networking opportunities, and interactive group-oriented “edu-tainment.” Plan and promote (#yourmeeting) a fun, professionally relevant meeting agenda that engages attendees through non-traditional and immersive experiences to connect with the hearts and minds of these innovative thinkers.
Provide Unique Experiences
It’s no secret that site selection impacts meeting attendance. Watch for these tech-savvy attendees to seek meaningful meetings that deliver uniquely authentic experiences. They don’t want to just visit a venue, they want to experience it in the shoes of a local. They are familiar with many tried-and-true locales and are increasingly energized by intriguing second- and third-tier destinations offering unique photo ops, novel attractions, and one-of-a-kind experiences.
meetNKY | Northern Kentucky CVB offers an assortment of immersive experiences that can inspire your Millennial membership:
- Host a creative breakout session at chef-owned Otto’s, an award-winning restaurant in Covington’s quaint Mainstrasse Village, to combine learning with a hands-on cooking demo.
- Book a craft beer and Bourbon tasting tour at New Riff Distilling—where uber-modern meeting spaces blend seamlessly within the craft process, making it the perfect spot for unique photo-ops (!) and an unforgettable after-hours event. After sampling New Riff’s warm Bourbon mash and “white dog” whiskey, your group will be bubbling over with inspiration!
- Ramp up the networking and energize your attendees with an exhilarating flight through the trees at Screaming Raptor Zip Lines, featuring the biggest and best course in the Midwest.
A strategic focus shift toward the important and emerging Millennial demographic is essential to the future of meetings and your association’s success. Understanding their wants, needs, and expectations in a meeting experience will pay dividends and go a long way toward attracting, engaging, and retaining their loyalty.
Find it all in Northern Kentucky, where southern charm meets big-city amenities and seamless connections make planning a breeze. Attendees find value, unique experiences and an outrageously convenient location on the banks of the Ohio River, where the South and the Midwest meet. Visit our Cvent Profile—we’d like to chat with you about how meetNKY can help you better engage your Millennial membership through dynamically crafted meetings and events.