Inn Consultants and Brokers Since 1993

Rick Wolf and Peter Scherman (that’s Rick on the left and Peter on the right) are both experienced speakers who have presented on a range of innkeeping related topics at the state, regional, and national level. They gather and analyze research for the Innkeeping industry and welcome the opportunity to share it with others. Contact Us

The B&B Team

Posts Tagged ‘millennial traveler’

New Generation of Travelers-Age or Mindset?

March 26th, 2015 by Janet Wolf

new generation of traveller age or mindset

Sitting at an airport, reading the March issue of Business Traveler and found an article entitled ‘More Than a Bed’. This got my attention. Harvey Chipkin, the author of this article states; “A booming lodging industry is in the midst of a diversification whirlwind as it targets a new generation of travelers that might be defined by age, mindset or craving for experience.” The B&B Team has blogged, posted articles and spoken at conferences on this subject of the ‘new generation of travelers.’ This booming lodging industry includes B&B, small hotels, boutique motels, the entire gamut of the choices offered by the independent small lodging industry. Are we giving these new travelers what they are craving?

Mr. Chipkin goes on to say that the sameness in hotels has become a negative. Our Inns certainly do not have ‘sameness’. And the experience and the emotional connection with our guests is what we are all about. The hotel industry is working hard and fast to create uniqueness in their décor, more personalized service and offering experiences. They are creating their ‘lifestyle’ brands at a rapid pace. Our industry cannot afford to stand still and watch.

So what can we do to compete and keep up with this whirlwind?

  • Keep up with technology. That can include a fresh website that is optimized and responsive. Ease of booking on mobile site is a must. Places to plug in, guest rooms as well as common rooms. Many travelers want or need to be connected at all times for business even while on vacation!


  • Social Media. It is important to be involved with as many sites as possible. If you are engaged than you appear relevant. Don’t skimp on your marketing budget, you know the big guys aren’t.


  • Update your décor. The old mindset that a B&B is like staying in your grandma’s house is still out there. We must work hard and fast to squelch that mindset.


  • Keep an open mind. The explosion of the sharing economy like Airbnb is here and not going away. Many millennials will go to Airbnb to book their lodging. They may not go on or even know about the traditional B&B booking sites. Something to think about. Bashar Wali, president of Provenance Hotels, a small group of boutique hotels, “Airbnb is here to stay; it forces us to be better and offer local authentic experiences.”


  • Food is huge. Lighter fare options for breakfast, grab n go for the early riser, afternoon small plates or small bites that are creative and a wow. Liquor license for wine, beer tastings or signature cocktails, why not.


  • Stay connected. Association of Independent Hospitality Professionals mission statement is to “…support independent hospitality professionals to succeed beyond their expectation.” The group of supporters  is growing. Advocacy, education and networking will be the focus. We all need that.

mindset or age

So is it age or mindset? Yes we want to attract the millennial, they are our next large demographic of traveler. But the older traveler who wants to feel young, that is the mindset. Love this quote from the article; “We all want to feel that we’re still hip, we’re still in. And we’re talking about people in their 40’s, 50’s and 60’s”. That’s me, how about you?

Thanks for Listening,

Janet Wolf

Is Your Bed and Breakfast Attracting the Millennial Traveler?

September 3rd, 2014 by Janet Wolf


Millennial traveler

The Millennial Traveler. Smart phone and back pack will travel.

A recent article in Budget Traveler listed ‘6 Needs of the Millennial Traveler’. You may have seen our posting of this piece on our Facebook. The B&B Team likes to put out information that may be useful.  It is also good to take some of the information from articles like this one and pick it apart. That’s the fun part!

Point #1 – Constant Connection. Free Wi-Fi and plug-ins, it’s a given. First of all it is not only the millennial traveler generation that wants this and requires this. Parents and even grandparents of the millennial want this too! Come on!

millennial traveler connections

All generations want to stay connected.

Point #2 – Comforts of Home. Budget Traveler says the millennial traveler likes: ‘Broken in spaces where they can feel familiar and feel a part of the community.’ They mention Airbnb as a provider of such an experience. OK, I know that this is what Airbnb promotes and many of their property listings provide this. But, here is where the ‘pick apart’ comes in. Bed and Breakfasts, Country Inns, Boutique Hotels have been providing this kind of experience for decades.

Point #3 – Authenticity and Personal Experience. The emotional connection to travel with unique offerings.  Two of the examples listed were: cooking with a real Italian or a road trip to off-the-beaten-track places. Again, great stuff and the small lodging industry have also been providing experiences like these for a very long time.

I am going to stop here with the rest of the list. Because, all of the above brings up an interesting question. If Bed and Breakfasts have been providing the kind of experience the millennial traveler appears to want, are Bed and Breakfasts reaching them? Are Bed and Breakfasts connecting with them? Yes, some are but are the majority?

The opportunity to reach out and connect to this emerging generation of travelers is so ripe. And the time is now.

A few ideas and suggestions come to mind. If you have the ‘born after 1980’ guests staying with you…ask them a few questions.

  • What kind of activities do you look for when searching for places to visit?
  • What other kinds of lodging besides bed and breakfasts do you like to stay?
  • Were there any amenities they would like to see offered that weren’t?

Ask them if there were any negatives about their stay. If they hesitate, just reassure them that this kind of information, positive or negative really helps and is very much appreciated. Remember this should not become the Spanish Inquisition, just a friendly conversation.

Social media, your website (gotta have a mobile site), have to reflect a sense of now. What is current and happening in your area? What specials and promotions you may be offering that offer value. The millennial traveler may be looking at rates and deals, what Budget Travel calls ‘Low Cost luxury’. A few examples follow.

The Platinum Pebble Boutique Inn in Cape Cod, on their website pop down menu are the choices to click on, ‘Experience’ and ‘Convenience’. Words the millennial traveler may pick up on. These two terms are fresh alternatives to the traditional, ‘Things to Do’ and ‘Amenities’.

Millennial traveler cape cod

Platinum Pebble Boutique Inn, a place for the Millennial Traveler to experience Cape Cod

Inns at Blackberry Commons in Camden Maine have a ‘Promotions’ side window on all their pages that lists their rate saving promotions and the area’s ‘deals’. A real eye catching window that would make any visitor to their website stay and view what is happening, now.

Promotions for millennial traveler

Beautiful Camden Harbor. Sail FREE in September! A great promotion from The Inns at Blackberry Commons



The millennial traveler may be looking for ‘off the beaten track’ lifestyle experiences where they can feel a part of the community. It may be apple picking in the afternoon and a trendy café with unique ‘hand crafted’ cocktails and local music in the evening. It is important to ‘show and tell’ these kind of experiences on your website. The Shoreham Inn in Shoreham Vermont offers just this kind of experience. And the trendy cocktails can be had at their Gastropub. You can meet and mingle with the locals there too. Community!

Millennial traveler community

Gastropub at the Shoreham Inn VT-mingle with the locals for good food and drink


Bed and Breakfasts have so much to offer the millennial traveler. Get the word out and they will arrive with their plug-ins and back packs ready to be filled with experiences.

Thanks for Listening,

Janet Wolf