Contemporary Social Culture and the Hotel Industry

Hospitality pic


Since 1998, Dr. Bharat Lall has led as founding president and CEO of Pinnacle Hotels USA. Having expanded the company’s portfolio to include eight hotels across three states, Bharat Lall, MD, continues to follow the industry closely to promote company growth.

As the calendar year shifts, experts have begun to put forth suggestions as to what the hospitality industry will see throughout 2016. One of the major social trends that has impacted hospitality is the Millennial focus on the group experience, which has manifested both in a shift toward alternative accommodations and a desire for hotels that encourage interpersonal connections. Though sharing accommodation websites have taken some customers away from the traditional hotel market, savvy hospitality owners have continued to appeal to Millennials with the development of open common spaces that make hotel stays a social experience.

Digital and social media marketing also stand out as an increasingly salient influence on hotels’ success. Live streaming video is beginning to emerge as the most influential type of media on the younger customer, though customer reviews on social media also have a significant impact on buying behaviors. Customers are also expecting companies to engage them directly, which means that the most successful hotels are likely to be those brands that reach out on social media and respond to on-the-go customers’ needs with mobile technology tools.


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