U.K. furniture maker Knightsbridge commissioned the survey to find out how the sought-after demographic group finds and selects hotels. The survey reveals where hotels and businesses should focus in order to appeal to the young demographic.
The study, conducted with global data collection agency Viga, polled 1,000 18- to 34-year-olds who had booked hotels in the last two years. It found that 80% of millennials find a hotel using Google, and more than half wouldn't book a property if its website was difficult to use. Apparently impatient, 49% put off making a booking if they couldn't do it instantly online.
A prospective hotel's social media presence is important to millennials, with 73% saying they check the company's social media feed before booking. In fact, 33% would be put off booking altogether if a hotel had no social media presence.