Leading Meeting Professionals

Professional Convention Management Association

November 02 2015

3 Facts You Should Know About Your Millennial Attendees

by David McMillin, Staff writer

Every business wants to know the answer to one question: what can we do to attract a younger set of people to our brand? Enter a quick Google search of “how to engage Millennials”, and you’ll find an endless list of tips for keeping this coveted customer set happy. In the meetings industry, conference organizers, convention center representatives and hoteliers are all equally concerned about the Millennial debate. As you and your organization work to connect with a younger audience, here are three facts to keep in mind. 

1) They want to be on the road.

Many seasoned attendees may be looking for ways to trim their time away from home, but Millennials want to keep their bags packed. While just 26 percent of Baby Boomers want to travel more for business, 45 percent of Millennial respondents in recent research from the Global Business Travel Association indicated that they are looking for more business trips. Why is this audience so ready to see the world? Many of them don’t have as many reasons keeping them at home. According to a study from Goldman Sachs Global Investment Research, the average marriage age today is 30 — up from 23 in the 1970s.

“Millennials aren’t just putting off marriage,” the experts at Goldman Sachs write. “They’re also waiting longer to have children.”

The lesson for meeting professionals? Now is the time to capitalize on these destination-hungry prospective attendees. They’re looking for an excuse to get out of the office; make your meeting or convention be part of their post-graduate journeys.

SEE ALSO: What The Millennials In Your Office Really Want

2) They still believe face-to-face trumps the digital world.

The Millennial generation may be the most tech-addicted segment of your group, but they don’t all believe those devices can be their primary tools for business success. The GBTA study revealed that 57 percent of them believe technology can never replace face-to-face meetings to get business done. While this is encouraging, it’s crucial to also take the glass-half-empty approach, too. Forty-three percent of them do believe technology may eventually outplace face-to-face. It’s up to conference organizers to create experiences so powerful that these naysayers never doubt the impact of in-person meetings.

SEE ALSO: Scientific Proof For The Power Of Face-To-Face

3) They care about themselves.

No, not in a selfish way. Millennials are focused on keeping their bodies in good condition.

“For Millennials, wellness is a daily, active pursuit,” the Goldman Sachs report states. “They’re exercising more, eating smarter and smoking less than previous generations. They’re using apps to track training data, and online information to find the healthiest foods.”

This means that meetings need to be healthier than ever before. From 5K morning fitness runs to vegetarian options at lunch to yoga sessions in afternoon breaks, conference organizers should consider adding activities to balance the mind and the body.

Millennial attendees aren’t the only ones who are creating a big impact on the convention industry. Check out “5 Ways Millennial Planners Are Going To Change The Meetings Industry” to learn how some of the brightest young minds are drawing new blueprints for the future.

Please log in to post comments.