Visual marketing platform provider Pixlee has published The Travel Marketing Guide to the Millennial Traveler : " A handbook for tourism marketers looking to reach, appeal to, and build lasting relationships with Millennial guests."
- Millennials (Gen Y) number more than 83M in the US - the largest American demographic group.
- Millennials spend $200B-$300B on travel annually.
- 66% consider travel a very important part of their lives.
- They take 3 domestic trips and 2 international trips annually, on average.
- Millennials are best reached with peer-to-peer content and personal stories, which social media help facilitate.
- 97% of them post about their travels on social media, and share that content with their friends.
- Other Millennials rely on that content for travel inspiration and research.
- They are more likely to seek travel recommendations via social media than are earlier generations.
- 85% of Millennials say they were inspired to book their most recent trip by online content.
- 89% say they plan travel activities on the basis of online content posted by peers.
- Three ways to reach Millennials on social media using peer-to-peer content:
- Create Instagrammable moments; display guest photos of your location to jumpstart user-generated content.
- Hire social brand influencers to craft a digital story that resonates with Millennials.
- Feature content around activities, especially food, shopping and adventure.
- Remain multi-threaded on digital:
- 90% research travel via desktop; 89% book.
- 74% research via smartphone or tablet; 46% book.
- 60% of Millennials say value authentic experiences over consumer goods.
- Things Millennials like about accommodations:
- Trendy interiors
- Shared workspaces
- Free bike rental
- Happy hours
- Bleisure is popular: leisure experiences woven into a business trip.
- Millennials are loyal when they see immediate and convenient returns from their loyalty.
- 66% of Millennial frequent travelers say "unique rewards" are an important factor in choosing a loyalty program.
Be careful with "Hire social brand influencers." That may work for a while, but the majority of Millennials are (I hope) not stupid. See these recent flaps resulting from DMOs making payments to stealthy influencers: