Born between the 80s and 90s, they reached maturity coinciding with the new millennium: the “millennials”, also known as Generation Y, are a new customer segment bursting onto the travel market with a disruptive vision of the world and new ways of communicating with each other. Their worldview is influenced by digitalisation and the rapid change that has taken place over recent decades.
At Meliá Hotels International we are well aware that the modern travel market is highly segmented. New technologies are accelerating this process and contributing to the creation of much more specific customer profiles and personalized experiences tailored to their preferences. Once again, the pioneering decision by Meliá to diversify its products under a broad portfolio of hotel brands aimed at different customer segments, has proven highly successful and demonstrated the importance of being able to adapt to the constantly changing demands and desires of our increasingly discerning customers.
In 2014, Sol Hotels & Resorts, our resort brand par excellence, was totally renovated to create 4 new concepts to respond to different customer segments: Sol Hotels, for the conventional “sun and beach” tourism with a focus on families; Sol Katmandu, a unique blend of accommodation and amusement park; Sol Beach House, with a hippie-chic atmosphere combined with a modern flair, reinventing the concept of “your home on the beach”; and finally, Sol House, a youthful and energetic proposal that revolutionizes the classic hotel stay to better suit the millennials.
Apart from creating sub-brands for resorts, as part of its rapid digitalization process, Meliá Hotels International was the first company to develop a Tweet Experience Hotel at the Sol Wave House in Magaluf. With social networks as the core of the idea, this hotel is specifically focused on millennials and allows guests do all sorts of things in the hotel through Twitter: book a Bali bed by the pool, request restocking of the minibar, communicate with other hotel guests… a genuine revolution in the atomised travel market.
Millennials are a new generation of potential consumers with certain characteristics that we need to know about in order to create products tailored to their preferences and needs, and differentiate our Company from others thanks to our segmented products.