By Carlo Versano
Millennials value experiences over possessions. Hilton Hotels ($HLT) is the latest global brand to embark on a marketing push based on the concept that younger consumers are looking to rack up travel experiences the way their elders used to rack up credit card debt.
The hotel chain commissioned a survey that found that travel is an increasingly important part of how millennials and Gen Z choose their occupations and careers. Three-quarters of young travelers see the opportunity to travel as a "major work perk," according to Armand LeVasseur, Hilton's senior director of brand marketing. A majority of those respondents said they actually create reasons to travel for business.
That survey highlighted other points that Hilton is addressing, LeVasseur said, such as the fact that two-thirds of business travelers say they pack workout gear on their trips but never take it out of their suitcase.
To that end, Hilton launched its "Five Feet to Fitness" wellness concept in 2017, which puts a mini-gym in some rooms and allows guests to work out with different fitness options and equipment.
Hilton is also encouraging its younger business travelers to think of work trips as "bleisure," a blend of business and leisure. That concept is intended to make guests feel less guilty about extending their trips, or as LeVasseur put it, taking advantage of the "5 to 9" to explore a new city.
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