Solving the Millennial equation at Marriott

Singer Island Marriott

During ourrecent interview with Roger Amidon, general manager of the Marriott Singer Island Resort and Spa, Amidon touched on a topic that keeps executives in all kinds of businesses up at night: Millennials.

Millennials -- the generation generally born from around 1980 to 2000, the one immediately after Generation X.

Why the concern? For one, Millennials are now the largest living generation in the U.S --, 75 million of them -- surpassing the Baby Boomers. What are they buying, and why?  How do they consume media? What are their goals and aspirations? What kind of careers do they want? What kind of marketing is the most effective?

Like just about every other business, Marriott wants to know.  "Corporate America is trying to figure it out," said Amidon. "It is a challenge."

He noted Marriott has had a research lab for years devoted to studying the behavior of the Millennials (sometimes called Gen Y). The insights gained so far regarding their travel preferences that Amidon shared are fascinating. Among them:

• They prefer hotel rooms without desks or closets. They want to throw the suitcase on the bed.
• They don't want the traditional check-in; they would rather check-in using their phone or digital device. But they still need a room key.
• After they arrive, they want to come to the lobby, start working and have a beverage.
• They like open spaces (hence no closets).
• They don't like carpet.

Okay, but what about hiring Millennials? What are their work habits?

Amidon noted they, like other businesses, have a large number of Millennials on staff, "from sales to accounting." And there are some differences between them and older generations.

Yes, he said, the work ethic is there, but unlike the Boomers, who generally "don't leave until the job is done," the Millennials are more "8 to 5," which reflects what other researchers have noted:  They want a strong work-life balance.

Read more about the topic in this Fast Company article: "Inside Marriott's Attempt to Win Over Millennials."  And below is a related Marriott video.

One thing Amidon won't have to worry about: With a drop-dead gorgeous location on the Atlantic Ocean, his resort shouldn't have any problem attracting travelers or workers of any generation.
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