A recent study conducted by Knightsbridge Furniture revealed that online presence and hotel design were key to attracting travelling millennials.

A survey of 1 000 18- to 34-year-olds explored what this demographic looks for when considering a hotel; 87% of respondents said interior design was important, and 81% said a ‘cool bar’ played a big part in their decision-making. A well-thought-out design scheme featured as an important consideration for hoteliers wishing to attract millennials.

While 82% said they preferred experiencing a new hotel each year, 42% said they would return for an impressive design; 76% had shared an image on social media of the hotel they had stayed in; 83% had booked a hotel because they had seen images shared by someone they followed on social media; 73% spent time looking at the social media feed of a hotel before booking in, with one in three saying they would be put off booking altogether if a hotel had no social media presence.

Their websites are a key area for hotels to invest in. More than half of survey respondents said they would be put off booking a hotel if the website was difficult to use; and 49% said they wouldn’t book if they couldn’t do it instantly.

CEO of Knightsbridge Furniture, Alan Towns, said: “We know from previous studies that the millennial generation is socially conscious, experience-led and extremely connected. This research shows how this resonates though the hotel sector at every level, from the way a room is booked, the value this groups places on social media and the importance of the physical environment. Thriving hoteliers recognise the necessary investment in design, furniture and finishes to keep this audience returning. Equally important is the management of social media channels and, vitally, having the best WiFi in town!”