Everyone in our industry is talking about the rise of the millennial (Gen Y) planner generation. Their online-first behaviors, early-technology adopter mentalities, and aversion to conflict are fundamentally changing the way hoteliers and destinations are marketing and selling to them.
Yet no one has data on millennial planners specifically. Who are they? What are their preferences? How are they different from other generations?
Earlier this year, we set out to find answers to those questions and more. After a massive survey and over 840 responses, we think we know how to market, sell, and create relationships with millennial planners.
After analyzing the data, here are a few of the stats that stood out to us:
- Cost is the number one reason millennial planners gave for not using a venue again (older generations stated customer service).
- Their top sourcing channel is online sourcing tools (search engines came second).
- They’re 37% less likely to start sourcing directly with a hotel compared to older generations.
But we found so much more we wanted to share. So to make it easier for you, we created a new infographic with all our findings. You’ll find it below. If you find it valuable, please share it with your colleagues.
And if you’re interested in learning more, we compiled all the data we received, regardless of the generation, and created a beautiful report. You can find Cvent’s 2015 Planner Sourcing Report here. It’s 14 pages of insights into how planners source for venues and what you need to do to convert them. If you want to understand planner psychology, it’s a must read.