Marriott makes another pass at marketing to Millennial travelers

Posted by: Jeff Fromm | June 4th, 2013

Marriott is taking yet another stab at drawing in Millennial customers. The chain announced that it is importing its European hotel chain, AC, to the United States. As you may recall, Marriott announced earlier this year that it was partnering with IKEA to create Moxy, a Millennial-geared hotel chain that will develop across Europe.

Millennials, The Participation Economy and why the old definition of brand value has died

Posted by: Jeff Fromm | June 3rd, 2013

In the new Millennial-inspired Participation Economy, the old definition of brand value — the one that worked for decades — is dead. As marketers, we knew that the sum of our core functional and emotional benefits divided by price would give us a proxy for brand value. Stronger brands had more price elasticity. However, the old definition no longer holds if you want to engage Millennials or older generations that are adopting a “Millennial Mindset.”

Travel preferences determine how to market to Millennials

Posted by: Jeff Fromm | May 29th, 2013

Millennials crave adventure — especially affordable adventure. While some cash-strapped Gen Y members may stay close to home to find adventure nearby, others take to the road or skies to explore other cultures. As Millennials mature, marketers need to pay attention to how this cohort wants to travel. One thing is sure: It’s not how previous generations traveled. Millennials are their own travel agents.