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According to a study by MMGY Global, a leading travel and hospitality marketing company, the 9.5 million households that are American millennial families are destined to spend 19 percent more on holidays this 2018, and aim to travel 36 percent more than last year. This is clearly a demographic that hoteliers want to take notice of!

Moreover, about 36 percent of Americans hold a valid passport, according to the US State Department, which means there are approximately 113 million potential customers for luxury hotels all over the world! As an overseas luxury hotel owner, you may be wondering about what you can do to attract more American tourists.

Here are six essential ways that luxury hoteliers can attract American travellers to their home country’s shores:

1.  Make it easy to travel to and from destinations

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Many destinations around the world have public transportation that’s far more extensive than the norm in America. However, that doesn’t mean every traveller will want to brave the train or bus – especially not luxury travellers.

By offering private car services and having sound agreements with honest, high-quality taxi services, you can help put your guests at ease. This is especially important when they have just landed at the airport.

Similarly, if they know they can rely on your transport services, they can worry less about schedules and safety. They can focus more on having an enjoyable stay at your hotel and in your city.

2.  Offer free meals and incidentals in travel packages

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Even the most affluent of American travellers would hesitate at the cost of a trip to Asia or Africa or the Middle East, which can often run up to several thousand dollars by commercial airline.

However, by shifting the cost of meals off a guest’s bill, you can potentially capitalize on the relatively lower price of basic foodstuffs in your locale, while guaranteeing visitors are getting world-class, all-inclusive travel at the same time. The top all-inclusive hotels in Dubai definitely know how to attract guests this way!

3. Bank on a culture of great customer service

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One of the persistent beliefs many Americans hold about other destinations around the world is that they have excellent customer service. Funnily enough, this is often held up in contrast to American service, which can sometimes be cold, impolite and inattentive.

If your workplace culture supports it, be sure excellent customer service is “front and center” in your marketing materials. This helps to attract the most knowledgeable guests.

4. Explore packaging and partnership opportunities

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Not all airlines and cruise lines offer services from the continental USA to your country. For this reason, your hotel or resort should look for possible fruitful partnerships.

While exploring packaging and partnership opportunities, you should naturally seek to bundle services with these businesses, and with websites that organize travel in your area. However, don’t stop there. Partnering with English-language tour guides and other speciality services will distinguish your establishment from the rest.

5. Incentivize return and repeat business

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Once a traveller has had an excellent experience in your city, and at your hotel, he or she is much more likely to travel there again, and to recommend their itinerary to friends and family.

Be sure you offer meaningful incentives to make the return trip enticing. Offer discounts where possible, and keep former guests informed of new services. Warm, personalized follow-ups can create an authentic connection with travellers that they are sure to remember.

6. Make the comforts of home available

American travellers are often excited to try new things, but they are hard-pressed to abandon many of the home comforts they are used to in the USA.

A fast, secure Internet connection is particularly important to both business travellers and families. Even something as straightforward as a soft drink or a small snack from a recognizable brand can bring a smile to the face of a traveller who is exhausted from a long journey.

A small group of North American tourists can make a big difference to your hotel’s reputation among travellers. Thoughtful, detail-oriented personal attention and authentic, quality service will help first-time visitors to your country feel comfortable and welcome. This can all result in long-lasting relationships — and hopefully a lot more business!

Thomas Grundner

bec3a589048b51d66b81451400449625?s=90&d=retro&r=g tourist, room, internet, hotel, Dubai, american, all-inclusiveThomas Grundner is the Vice President of Sales and Marketing for JA Resorts & Hotels. He has more than 20 years of expertise in the hospitality and leisure industry – across international markets including Germany, Egypt and Spain. Grundner oversees all sales, marketing and revenue efforts as the company continues to build on its key growth and development strategies and further cultivates its unique blend of "Heartfelt Hospitality" and "Casual Luxury."

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