Marriott hotels have been built around the values and
needs of the baby boomer generation, which wants consistency in their travel
experiences. Yes, that’s me,
especially when it comes to business travel. And I can attest that I’m never surprised when I stay at
Marriott. There brands may vary,
but my experience at the various brands has always been consistent.
Marriott is now seeing the necessity of evolving its
hotels to meet the needs and wants of the next generation of travelers, the
Millennials or Generation Y (Gen Y).
They are looking for adventure in their travel experience, and Marriot
must change their brand to attract those travelers (just when I was getting
comfortable).
Gen Y is the demographic cohort that follows Gen X. By 2018, the majority of the workforce
will be Gen Y. They generally have
a different approach to work and to life than previous generations. Consider the following expectations of
Gen Y:
1.
Meaningful work, and work that is
interesting. They want to make a
contribution and an impact. They
want to work in an environment where they feel comfortable. It's normal for them collaborate
and to interact – all the way to the top of the organization. Gen Y has no problem sending an email to the CEO and expecting
an instant response.
2.
Smart technology. They are highly tech savvy. They are very connected through technology and grew up
with the Internet and instant messaging.
3.
Authentic connections. They want to talk things through (dialogue) and not be
talked to (monologue) – and many of those conversations are virtual. For example, unlike Baby Boomers, Gen Y
don't connect with brands (I'll always choose a Marriott hotel, given a choice
and availability). Rather, they'll
ask for recommendations, virtually, on line from friends and from people they
don't know. More important to them
is what other people say versus any advertisement Marriott can place on TV or
other media.
4.
Exploration and discovery. They want the unique experience, not
the consistent one.
While Marriott is seeing the need to change its lodging
brand to attract the new generation of travelers, it also must change its employment
brand to attract Gen Y into its workforce. The challenge for Marriott is how to connect with them in
the way Gen Y wants to connect.
Gen Y wants simple, interactive access, anyplace, anytime.
At Marriott’s site, Marriott.com/careers, potential
employees can search and apply for a job, explore career paths, and learn more
about Marriott. There is a “Connect
With Us” feature on their career site where you can meet people who work for
Marriott and discover why so many stay for a career. They have a “Stay in Touch” feature that provides a way to
explore possibilities and learn about Marriott culture. Since Gen Y is all about their tablets
and PDAs and not about laptops, they can visit Marriott Careers Mobile on their
devices.
Marriott associates share news and make connections
through all the social media platforms, where Gen Y hangs out. A Gen Y can check out job opportunities
through Marriott Careers on Facebook, Marriott Careers on Twitter, and Marriott
Careers on Weibo in China. There
is even a GPS feature on the career site that allows applicants to calculate
commute time to the particular property at which they are interested in
working.
What impressed me after listening to Fischer was that Marriott
is applying the research about the Millennial Generation
to its marketing strategy and its employment strategy -- recruitment and
retention -- so it can attract this generation as guests and as employees. Marriott is not standing still. It is recognizing that times are
changing and is changing with the times.
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