Millennials are constantly changing the way marketers look at the business landscape, and the travel industry is no exception to this rule. These current 20-34 year olds represent the next rising wave of consumers across the globe, but what does this mean for your business?
Millennials bring their own unique set of expectations, behaviors and preferences in what they want and how they want it, and this extends to their travel experiences.
As an example, millennial travelers are quick to seek out the wireless connection upon arrival to the hotel while other travelers might make decompressing from their travels a priority. Going hand-in-hand with this, while other travelers might collect stories to share one-on-one when they return home, younger travelers tell their stories online in real-time as they travel from one point to the next.
Skift and Amadeus, two leading travel industry news and research resources recently released three trends to help property owners and managers better understand this unique age group and their travel needs.
1. Explorers, Never Tourists
Millennials travelers want to explore their destinations and hate the idea of being considered tourists. These travelers crave adventure and see out unique authentic experiences while traveling. ResortsandLodges.com travelers are no different. Our travelers are not trying to book a room, they want to plan and book an experience.
Many millennials are craving adventure and seek out unique and authentic experiences while traveling. Instead of taking the elevator up to the top of the Eiffel Tower, a millennial traveler will likely take the stairs and share a self-designed photo collage of the path to the top on Instagram.
2. Customization is Key
Millennial travelers favor an a la carte menu of logistics, amenities, and activities when planning their trip to create a highly personalized experience. According to Skift, they value a distinctive experience that aligns with their individual identity and to display on social media. They seek a stimulating “touch and feel” environment that still takes them to a different world. This often includes unique excursions and international destinations that allow them to establish credibility on a subject or region. Being able to share a display this knowledge and skill set publicly is of high value.
In addition to taking a customized trip, millennial travelers expect travel brands to provide them with personalized content, from airfare, accommodations and beyond. For travel brand, along with price and value considerations, this personalized interaction is key to relationship building and increases the likelihood that the traveler will return on their next trip.
3. Technology Enables Communication and More
It’s no surprise this generation of travelers is more tech-savvy. Having grown up with mobile devices and enhanced technology for the past decade or more, this group realizes the importance of communication through social media in an attempt to keep in touch with close friends and family.
Technology also provides an added sense of power as millennials access vast amounts of information any time they desire. They can be savvy consumers in an unfamiliar destination by comparing prices, reading reviews and getting tips from blogs during their trip.
Millennial travelers are most comfortable combining the “best of both worlds” as they are channel agnostic. They want the speed and convenience of an online purchase, and also value the comfort and security that constant connectivity brings, in the event they need assistance while traveling.