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How to Factor Generational Mindsets Into Hotel Sales May 24, 2012 7:45 AM, By Phil Goodman, Generation Transitional Marketing

Think Genergraphics, Not Demographics

As hotel sales directors, do you take into account generational differences when planning a meeting or incentive? How much thought do you give to generational mix when selling a concept to a group? Here is a new method, with proven case histories, that can increase group business at your property by showing meeting planners how they can have a successful event at your hotel by creating generational functions.

It’s very important to consider generational differences when preparing program content for sales meetings, technical meetings and hiring of speakers/presenters. Remember, no generation follows another in mindset, based upon the social circumstances in which they were raised.

While demographics will show you the age, gender, income and what products or services people purchase, it doesn’t tell you anything about a person’s generational mindset. Genergraphics, on the other hand, tells you what influence one generation has or does not have on other generations. It also allows you to appeal to one generation without alienating another. In fact, Genergraphics is almost 70% more accurate than demographics.

A person’s generational mindset is created between the ages of 12-17. That’s when the biggest changes occur physically and mentally. It’s important to note that a person’s generational mindset has nothing to do with his or her personality.

Understanding the mindsets of the generations is crucial, especially the ones you don’t belong to. The following is a brief description of the three generations with the greatest impact on the hospitality industry:

Baby Boomer Generation

Born 1946-1964, Boomers are 76.5 million strong. It is the largest and most heavily chronicled generation ever. Boomers are the adult teenagers of the 1960s and 1970s. This generation will not be empty-nesters in their 50s or 60s. They will stay active and involved in business and family. They are not technologically challenged and are not brand loyal. They remain the largest segment of the business travel industry.

Generation-X This is generation of 46 million who were born between 1965 and 1976. They live in their own cocoon, in the shadow of two huge generations, and are the most diverse and multi-ethnic generation to date.

Gen-Xers are strongly independent, resilient, self-reliant, individualistic, creative and have great adaptability. Gen-X is the most entrepreneurial and tech-savvy generation in American history. Gen-Xers don’t want to spend a lot of time in meetings. They want to get in, do the work and move on to the next thing.

Echo Boomer (Generation-Y): Born 1977-1994, they are 72 million strong. Echo Boomers were raised by their parents to be seen, heard and featured. They feel special as they were always told this growing up. They are highly confident and expect praise. This is the first global generation.

This is also the high-tech generation. Technology and being connected has always been a major part of their lives. They grew-up with the Internet and it is their source for news, information and entertainment. They are very team- and group-oriented but expect structure in the workplace.

You need to convert demographic age groups into generations, using the birth years. Steve Lowe, director of market sales-West for Caesars Entertainment, did this when he was director of sales at

Harrah’s and Harvey’s in Lake Tahoe by using the process of Genergraphics.

Steve learned Genergraphics was based upon sociology and could tailor a marketing message or event to a specific generation. It had a significant impact on how Harrah’s and Harveys Lake Tahoe reached across the generational divide.

Baby Boomers have little in common with Echo Boomers. And Echoes have different interest than their parents. As Lowe says, “Genergraphics is not about knowing your market; it’s about knowing who your

market is.” The way they dress, their favorite foods and beverages; their music. They have different interests.

You should customize events, services, activities and menus that will appeal to their particular generational mix during their stay at your property.

Boomers are likely to prefer their meeting handouts in a binder. You may suggest a themed event that features ‘60s and ‘70s music. Offer them a reception and give them the food and beverage of their choice.

Gen-Xers and Echoes are much different than Boomers. They don’t want the burden of paper. For this group, it’s all about technology and digital media. If they want to remember something, they’ll make a voice memo or record a video on their iPhone. They thrive on being connected; if they have to go an hour without checking their email they start to fidget. They want WiFi and they want it now. To communicate with these generations, you need to send a PDF of the meeting agenda to their laptops or smart phones.

For entertainment, offer Gen-X groups themed events featuring ‘80s music and exotic hors d’oeuvres featuring unpronounceable cheeses and smoked salmon.

For Echoes you may put them in the lobby with free Wi-Fi and offer them all the sushi and sake they can handle.

If you have a group that reflects a mix of Boomers, Gen-Xers and Echoes, you may design a reception area that is subdivided by generations with rooms (or sections of a room) with food, beverages and music specific to each generation. Separating generations at a group event will not alienate another generation.

For Gen-X, you need to be precise and believable for them to respond to your message. With Boomers, they will want to know how the meeting or event will improve their knowledge or skills and be guaranteed a good time when participating in the social agenda of the event.

Echo Boomers must have a compelling reason to attend a meeting or event. Once there, they like to interact and actively participate.

When you begin to go after generational mindsets for your property, you need to make some time to study and learn about each generation.

Once you have educated yourself on the generations, test different approaches in selling your services for events. This will help you with their music preferences, foods they enjoy and activities they look forward too. You can also discover what kind of speakers they want to engage with.

Stay on the leading edge, throw away the trailing edge demographics and go after the generational mindset.

Phil Goodman is president & CEO of Carlsbad, CA-based Generation Transitional Marketing. He can be reached at phil@generationmindsets.com or 760-476-3727