Millennials are the largest generation, outpacing the Baby Boomers. With an estimated $200 billion of spending power, it’s important for the hospitality industry to pay attention to them. Eighty-two percent of Millennials took a vacation and would prefer to increase their spending on experiences rather than physical things.
They Plan Their Trip Through Social Media
Millennial travelers plan and share their trip through social media. Eighty-seven percent of Millennials use Facebook to get travel inspiration. Seeing where their friends go on vacation influences them when it comes to planning their own trips. Sixty-six percent of Millennials book their vacations on their smartphone while 97% share their travels while on vacation.
It’s important for businesses to think about how they can build shareable experiences within their brand experience. Offer ways that allow for sharing to be amplified and seamless. Make sure your brand has social media accounts linked back to your website. Depending on what kind of brand you own, incorporating selfie stations, Snapchat filters, and social events can increase the shareability factor.
Millennials Want to Be Anything but a Tourist
This generation wants to immerse themselves in the experience. They’re more willing to enjoy the destination, almost becoming a local in the location they travel to. Eighty-six percent of Millennials prefer to experience a new culture compared to 44% who want to party and 28% who want to spend their time shopping. In addition, 78% want to learn something new on their vacation and 50% choose a location because they want to learn more about the culture.
Whether you’re a hotel chain or tourist destination, it’s important to make your customers feel like insiders. Come up with underlying themes that can help create new experiences. Unique experiences allow travelers to feel as if they’re part of a destination. This all comes down to your brand’s storytelling.
They Take the Most Business Trips
Millennials are the largest majority of the workforce who also takes the most business trips. According to a 2016 study by MMGY Global, Millennials take more business trips than Baby Boomers and Gen Xers. They’re also more likely to extend their business trips than previous generations to explore the local culture and take advantage of the trip.
Millennials are Adventure Seekers
Millennials are twice as likely as other generations to seek adventure in their travels. This translates to their activities and accommodations. They would rather stay at a hostel since they’re cheaper, convenient, and offer more social experiences. Some of the fanciest hotel chains are even offering hostel-like accommodations to meet the demands of Millennials.
Adventure travel means different things to different people. Think about offering a social experience. Similar to the concept of immersive travel, your brand should help them build an interesting experience. Find several ways to present your brand, products, and services in a way that makes your travelers feel as if they’re part of something unique.
They Know More About the World
Millennials are an educated and empowered generation. They’re showing up to protests, standing up for their rights, and are making a change in the world. Their lives have shown them that the world is small and large at the same time. They’re more willing to discuss politics and the world than other generations.
Many Millennials want to find jobs or opportunities that allow them to fulfill a mission or a cause. It’s important for your brand to tap into that Millennial mindset. Consider offering expeditions, missions, or retreats that provide more than just a unique experience. It allows them to feel like they are making a difference in the world.
They are Highly Influenced by Media
More than ever people are inundated by media. This wasn’t the case for the older generations. Growing up in a world surrounded by instant gratification and social media has affected Millennials. Their attention span is shorter, which means their concept of happiness is different.
You can address their desire to some degree by offering more captivating and meaningful experiences. Rakesh Sarna is an incredible leader in the hospitality industry. He has almost 40 years of experience and has worked with world-renowned hotel chains in regions spanning the globe. His incredible knowledge and experience have allowed him to keep up with the ever-changing travel industry and to understand the needs of each generation. Rakesh Sarna has created an inviting environment that allows him to meet an organization’s mission, create a caring culture, and maintain strong relationships with guests and clients.
