Know what drives young travellers’ decisions

The key to attracting younger guests is knowing what they're really looking for. Then you can tailor your marketing towards them. They look for authentic, memorable and unique experiences  – a trip is a chance to connect with the world and be part of something. So showcase any natural or historic landmarks nearby, and tell the story of your pub and its place in the community. Focus on what it feels like to stay there – the ‘vibes’, to use a young person's term – rather than just the features. Talk about 'cosy fireside dinners' rather than just ‘dining’. This isn't about making your pub an Instagram hotspot. You don't want your atmosphere spoiled by everyone taking selfies. It's just about bringing it to life online so people get a real feel for what you offer.

Younger generations are more conscious of costs, so transparent and flexible payment options are a must. They also tend to plan their trips thoroughly and book experiences in advance, to ensure they make the most of every minute and every pound. So if you can provide clear information on what they can do and how much it costs, this removes barriers to booking. Perhaps you can even partner with local experience providers who might offer exclusive packages for your guests.

Ethical and sustainable concerns are more prominent for younger generations, so highlight your green practices. This could mean partnering with local suppliers to reduce transport emissions, offering refillable water bottles instead of single-use plastic, or ensuring the miniature toiletries you provide are organic. Little things go a long way.

When it comes to younger tastes, pay attention to trends. They’re more likely than older generations to order cocktails and non-alcoholic drinks over traditional beers and wines. They’re also more likely to be veggie or vegan. So offer an appealing choice of drinks, and think beyond the token veggie burger to create a meat-free menu that could tempt even the heartiest carnivore.

Be more visible to young people

Digital marketing is the way to reach young people. Optimise your website and profiles on booking and review sites, and highlight things that appeal to both older and younger audiences.

An active social media presence also helps, and video is often the best way to grab attention. There’s a growing trend for more natural, unpolished content, so you can keep it short and simple. Show the sizzle of your signature dish being prepared, capture the atmosphere during a busy evening, or film a quick tour highlighting your original oak beams or the views from your beer garden.

Make booking easier

So you’ve wowed them and they're ready to book – they expect a frictionless process across all platforms. Minor issues can be instant dealbreakers – think mobile sites that don't load properly, having to create accounts for simple bookings, or unclear pricing with hidden fees. So make sure the basics are in place, and if you offer customisation options, make sure these are easy to select or deselect. And perhaps offer online check-ins and flexible payment options such as mobile wallets, buy-now-pay-later, and options for groups to split payments easily.

The right integrated tech setup can handle all of this seamlessly - from social media bookings to group payments - within a single system that connects to major booking platforms

Offer modern ordering options

Nothing says 'modern pub' like being able to order a drink from your room or reserve your dinner table while you're out exploring. Offering mobile ordering makes you stand out to tech-savvy audiences and helps to banish any perceptions of being outdated.

Look for systems that don't require app downloads and can accept mobile payments - this removes friction that can kill the ordering experience.

Guarantee a smooth in-stay experience

Whether they're buying drinks at the bar, ordering room service, or adding a dessert to their evening meal, everything should roll into one simple checkout when they leave. This not only keeps things simpler for your guests, but it also frees up your staff to deliver outstanding service.

The less time they have to spend messing about with systems and payments, the more they can focus on engaging with guests. That human touch is vital, because the research shows that 58% of guests are likely to leave a review after a positive interaction with staff (you can even send QR codes that take people to review sites - another awkward conversation made easier by technology). Younger guests are also more likely to share their great experience on social media, getting your pub in front of more young people – a virtuous circle.

This kind of seamless experience is only possible with an EPOS that connects all your operations and guest data intuitively.

Your next steps

Younger travellers want authentic experiences with modern convenience. Your pub already provides the former in abundance. Improving the latter means you can capitalise on this huge opportunity. Younger guests are willing to pay for quality, and they can become a powerful marketing asset through social sharing and reviews. Start with one or two changes – perhaps upping your social media presence and clearing any sticking points from your booking process – then build from there.

Our EPOS and management system gives your pub the modern capabilities young guests expect. It helps you improve your operations without losing the charm your older regulars know and love. Tell our hospitality-trained experts about your pub with rooms, and let them show you how it can transform your operations.