Category: Hospitality

Casino floor gamblers (Boomers) are aging out—and they aren’t being replaced. Traditional casino games (slot machines in particular) bring in 75% of all gambling revenue in US-based casinos. These traditional casino games are taking a big hit. Millennials simply don’t have an interest in traditional casino games. Slot machines in Nevada account for a whopping 80% of total casino gaming revenue, however, 70% of that slot revenue comes from players 55+, and most of them are between 60 and 70 years old. Players aged between 20 and 30 make up the smallest share and they aren’t gravitating toward slot machines anytime soon.

It’s not that millennials don’t like gaming; they do! According to Nielsen’s 2019 report Millennials on Millennials, two in three millennials in the United States play video games every month. Video games mean connection and this generation is determined to be connected. Slot machines are primarily a solitary activity with no real challenge or strategy. This generation much prefers the interactive, social element to gaming. They still want to win, but it’s not necessarily about winning as much as it is about the connection. Gambling itself does not have the same appeal to millennials as it does to their boomer parents.

What exactly is the younger generation interested in? The appeal isn’t so much the casino itself as much as the other “stuff” in there. Millennials come for a brief reprieve from their lives as parents and professionals. They come for live entertainment and nightclubs; swanky yet affordable accommodations, buffets, and poolside drinks with their partner or friends. In short, they come for the experiences.

So how can you get their attention?

• Move away from traditional casino floor game advertisements, especially for slot machines. Millennials will scroll right by them or simply throw them away.
• Put the focus on table games, like Baccarat and Blackjack, where they can play with other people.
• Instead of slot machines, promote digital games that look like arcade games.
• Engage them! Millennials have been playing video games and online games for as long as they can remember and the games have almost always been interactive, allowing connection to other players, challenging players to strategize, level up, and beat opponents.
• Millennials arrive to be with friends and have fun. Appeal to them by promoting your communal areas that elevate dining or allow guests to see shows or concerts. Creative entertainment such as fantasy sports or virtual reality experiences are also great ways to get attention.
• Don’t worry about a lot of frills—be transparent in your offers and make it personal.

Now that you have our attention, here’s how to connect the dots to get Millennials to go into your casino:

• Study and watch behaviors, analyze your data, and segment your message accordingly.  Use loyalty programs to collect player behavior and then layer on data that includes demographic info to help you understand what motivates them and where they’ll spend their money. This will help you create the right message that should be sent to which guests.
• Don’t “sell” to millennials – they can smell that coming a mile away. Yes, advertise and market, but give a solid call to action. Direct Mail is a great way to reach guests in a personalized manner to guests’ needs and interests. Millennial attention span is short—keep it image heavy with less copy and you’re more likely to get a response.
• Get on social! Tie your social campaign to your direct mail campaign. Every social platform will give you measurable results. If millennials like what they see, they will share it with their friends, further expanding your reach. Everything can be directed to your website and unique landing pages. The traditional casino floor games are still quite profitable, but if you’re looking to appeal to the younger generation, shifting toward technology-centered, entertainment-focused platforms is going to get more of the millennial through your doors and onto your gaming floors.

Marketing.com can help you with your social media presence to make the omnichannel and multi-touch marketing approach EASY!  If you are ready to connect the dots to the next generation of gamers, Marketing.com is here to help you with everything from print to click and everything in between.

Contact us today to get started!

If there is one thing about the pandemic that we can all agree on, it’s that it permanently altered the way we show up for work. Being in lockdown taught us that we could be just as productive working from home as we were in the office. Remote work created opportunities for workers to find jobs in cities without having to relocate.  On the flip side, it created a wider candidate pool for employers without the relocation costs. Once the dust settled, many companies permanently shifted from staunch in-person working policies to allow employees to transition to hybrid or fully remote arrangements.

Gradually, a new normal was established and over time, business travel has returned. With that, an emerging trend is on the rise – Bleisure Travel!

Bleisure Travel, also known as workcations, refers to trips that mix business with leisure elements and it is quickly becoming a hot commodity in the hospitality world. This is not a new Covid-induced phenomenon – it had been gaining traction for a while proving it is possible to travel for work, do your job, and still create space for fun. A survey in a report published by Hilton stated that 40% of business travelers surveyed planned to take bleisure trips in 2023. That same survey found that the length of stay for business travelers increased in 2022, on average by 1.5 days.

It is projected that 40.7 million Americans will be fully remote by 2026. This flexibility allows people to literally take their work on the road. How can you best accommodate this new type of traveler? Here are 5 ways your property can embrace and support the Laptop Luggers.

1. ALL the Amenities.

Start with Wi-Fi. And not just any Wi-Fi. It has to be fast, free, strong, and secure. Reliable Wi-Fi can make or break a productive day for workers, especially if they are on a lot of conference calls throughout the day. Along with the amazing Wi-Fi, your bleisure travelers need a place where they can focus and be productive – after all, if they get their work done, they have more time to explore the area! Showcasing private, well-equipped conference rooms and digital workspaces are attractive amenities to bleisure travelers. Adding flexible check-in and check-out options (preferably within your hotel app) is an easy way to increase guest satisfaction. Giving your bleisure travelers more control over their options makes their experience more convenient, especially if they have early morning or late evening business meetings.

Re-equip your property to embrace #bleisurelife

One resort is offering easy access to technology-centered workspaces as well as a plethora of leisure activities, including casinos, concerts, entertainment, and 40 places to drink and dine!

Fully embracing the Bleisure lifestyle, another resort implemented a Work at Leisure program. The property is located in a natural desert setting with fully equipped guest rooms for everything one would need to support remote work and focus on health and wellness.

2. Package it Up and Make it Easy to Extend the Stay.

According to Expedia, 50% of two-three night business stays turn into extended bleisure trips where travelers explore more of the area. Offer flexible booking or extension options or short stay bleisure packages, giving discounts for extra nights booked. Aim for a personalized experience (more on this in a minute) by providing them with information on nearby attractions and activities that they might be interested in, further increasing the chances that they will return on another trip—and bring a travel companion!

3. Host Networking Events.

Business travelers often attend large conferences and have a desire to connect with other professionals in their field. Open up your bar or a section in your hotel restaurant to host networking events or happy hours that allow bleisure travelers to meet and connect with others. Invite entrepreneurs and freelancers within the community to mix and mingle with your guests in order to create a sense of community for bleisure travelers and help them feel more connected to the destination. Promote your events with signage in your lobby and add an interactive element with QR codes that guests can scan to learn more about upcoming events.

4. Speak to Their Interests.

This almost goes without saying, but it is absolutely crucial to know your guests. The more you know about them, the better you can serve their needs and have a leg up on your competitors. In the highly competitive hospitality industry, the smallest details can make or break a guest’s loyalty. Provide customized recommendations to your bleisure travelers based on their interests and preferences, while keeping in mind that they are still there to get work done. Try to find events that won’t conflict with a work event such as recommendations for local attractions, restaurants, and activities that are suited to their taste.

5. Strut your Stuff! Show off Your Bleisure-Friendly Amenities in Your Marketing Materials.

If you want to attract more bleisure travelers, make your digital and printed marketing collateral reflect that goal. Include pictures of dedicated workspaces, fast WiFi, meeting rooms, and flexible check-in and check-out times. Implementing a direct mail campaign that drives people directly to a dedicated workcation landing page can show business travelers that you’ve got them covered for their next blended trip.

Whether you are a small, independent property or part of a national hotel chain, hospitality properties of all sizes are embracing the trend of blended travel. At Marketing.com, not only are we experts in all things marketing, but also the hospitality and gaming industry. We focus on creating efficient and scalable processes that put your marketing dollars to work for you. We are committed to understanding your unique needs, requirements, and outcomes – partnering with you to drive your success.

If you’re ready to begin your “bleisure marketing” campaign, let us help you through the process of reaching the “Laptop Luggers” and bringing them to your property!

Connect here to explore all the ways we can support your establishment.