After decades of touting their vast array of in-room amenities, fitness centers, pools and large-screen TVs, many hotel marketers are still too self-indulgent and product-focused to recognize that it’s what happens outside of the property that really matters these days.

Millennials are leading the way amid a rapidly growing consumer trend among all generations that places emphasis on spending on experiences rather than material goods, and hotels are directly in the crosshairs of this purchasing revolution.

Now more than ever, it’s imperative that hotel marketers dig deep, review all their hotel digital marketing touchpoints and set a course of action for turning their property’s messaging from being product-focused, to experience-focused.