Many hoteliers find that their usual approach to advertising is becoming less effective. And if you’re feeling this way, let me tell you: You’re not crazy.

According to a 2012 study by comScore, average ad effectiveness increases with age. Seniors scored the highest, whereas Millennials scored the lowest. These results indicate that traditional ads are less and less effective with each new age demographic that comes along. Millennials are more difficult to persuade via television advertising when compared to older viewers. Given this downward trend, it’s a good bet that traditional marketing will be even less effective with the next generation that comes along after that.

So what are hoteliers supposed to do, looking into the future? As featured in Skift, this article highlights a few key marketing trends for hotels.