Millennials are the youngest generation of independent consumers and have a NEED to travel. This generation makes less money, yet travel more. In this challenging time, millennials are forecasted to be the leaders in driving the road to recovery.
Who is a Millennial?
The term millennials are usually considered to apply to individuals who reached adulthood around the turn of the 21st century and were born between 1980 to 2000. Millennials represent 73.5 million people and are the largest group behind Baby Boomers, representing 1/3 of the US population. By the year 2030, millennials are expected to outnumber Baby Boomers by 22 million.
Travel to millennials is considered a necessity, as compared to a luxury by their boomer parents or senior grandparents. Top reasons for travel are to relax, spend quality time with family and friends and see natural sights. Millennials are constantly connected and seek interaction with local vibes. They have led the ‘happy to share’ trend with peer to peer platforms like Airbnb and Uber.
Unique to this generation is a selective spending trend, mixing luxury and budget along the way. Millennials also maximize “Bleisure travel,” an opportunity to travel for work and extend their stay to experience the destination.
Millennials and the Recovery
According to Destination Analysts’ Coronavirus Travel Sentiment Index Report, Key Findings, “Millennial travelers will be at the forefront of the industry’s recovery, due to their relativity higher sense of safety for themselves and travel activities, combined with the ability to motivate them to travel with discounts.” Their survey reports that 46% feel that travel discounts and price cuts increase interest in traveling.
Millennials’ zest for life and fearless spirit will lead them to authentic experiences. As more attractions and borders open, millennials will be the most comfortable generation to lead the way for others. Locally, millennials will also be supportive of their community. Millennials are traditionally foodies and are eager to eat and drink with friends at restaurants and bars.
How to capture this market
As we move forward, connecting with millennials will be an asset to your destination. What are they looking for? Authenticity, weekend getaways, and local vibes all hold great appeal for this generation. Promoting these experiences with a focus on safety and discounts will catch their attention.
Millennials are the first generation to grow up in the era of internet accessibility, so it’s no surprise that web-based communication is preferred. 66% of millennials booked their trip using a smartphone and 74% used it for research. Use images and testimonials in social media campaigns for inspiration. Facebook, Pinterest, and Twitter are the top platforms.
Look at your destination in the eyes of millennials and collaborate with local partners. Work together to package the destination to appeal to millennials. Focus on outdoors, food & living like a local! Weekend packages are a great start and these packages should be discounted if possible, easy to book last-minute, and have flexible cancellation policies.
Here is a great example from Virginia Beach.
Some of the featured highlights include:
- Outdoor Adventure
- Coastal Cuisine including food trucks
- Long weekend
- Late night
All tie in perfectly with millennials!
Final thoughts on this market
US Millennials spent $200 billion on travel in 2018 with an average of 5.6 trips per year. 72% of mobile bookings happened within a 48-hour window prior to traveling. This motivated and impulsive generation can be a strong come-back for the tourism industry. Their resiliency, desire for travel and quick decisions can lead the way on the road to recovery.
Guest Post by:
Julie Payne, CTP, CTIS
Julie Payne is the founder, President and Tourism Enhancement Specialist at Attractour, a company focused on business development for the tourism industry. Attractour attracts tourism through building relationships, strategy and education.
Starting as a tour operator after college, with almost 30 years of experience, her passion for tourism is infectious. Julie lives each day to the fullest and is devoted to her family, husband of 27 years, and her Berniedoodle, Baxter.
Thanks Julie!
How can I help you in June 2020?
Last week I was featured as a guest on Groups Today Facebook live series – Midday Break. We spoke about ways to ‘Continue your Career from your Couch’. Here is a link to the video- and join Groups Today every Wednesday for this series!
DMO’s – Are you looking for ways to provide some value to your members during this time? Would you like to offer a free webinar that I will host? Join organizations such as
- SYTA,
- Circle Michigan,
- Happy Valley Adventure Bureau
- Pennsylvania Bus Association, and
- Visit Baton Rouge who have hired me already this year to educate and inform their members.
- Click here for additional information on the Online Tourism Training Program.
Your organization can choose from “Continue your Career from your Couch” or “5 Steps to get More Group Tours”. I offer 3 spots a month for free webinars – and there is still 2 spots in July. Hit reply to this email and let’s get you scheduled!
My Online Tourism Training Program helps DMOs/CVBs educate their partners in this changing environment. Partners can join from their homes or offices, and all the webinars are recorded so you can build a resource library and increase professionalism. I would be honored to help your destination!
Tourism Pro Academy
Are you looking for some articles and resources to increase your professionalism? Are you new to the industry and trying to find a place where you can pick up some more knowledge? Then head over to Tourism Pro Academy. There are free articles and resources, along with online courses and ways to work with me. Click here to sign up for free access!
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