Who Are Millennial Travelers?
Millennial travelers are adults in their 20s and 30s who view travel as a crucial part of their lives. Born between the early 1980s and mid-1990s, millennials have become a significant market in many industries. They prefer spending their money on experiences rather than on material things, making them more likely to take vacations than any other generation.
Similar to Gen Z, millennials are open to new opportunities and activities. They are also willing to spend more on travel, often choosing meaningful experiences over buying material goods.
Why Should You Pay Attention to Millennial Travel Trends?
Understanding the motivations, preferences, and behaviors of millennials is vital for small businesses. As a small accommodation provider, you have the advantage of offering a more personalized and authentic experience, which appeals to millennials more than large hotel chains.
For hotels and B&Bs, millennials are a natural and valuable target due to their characteristics. They grew up with the internet and are comfortable with technology. Millennials focus more on experiences than possessions and travel frequently. They are also at an ideal age, with established careers and incomes they use for fulfilling adventures.
What Are the Latest Millennial Travel Trends?
Millennials plan, research, book, and travel differently from previous generations. Instead of relying on guidebooks or visiting travel agencies, they read online reviews and check out social media profiles.
Facebook, Instagram, and TikTok are popular among millennials, who believe that sharing their experiences online is an essential part of the experience. Many use their mobile devices to plan and book trips, often doing so on the go, such as during a lunch break or commute.
Millennial Travel Statistics
1. Millennials are the largest generation in the U.S., numbering 71.1 million, or 22% of the total population.
2. Millennial spending over the next decade will be driven by Asia, with the middle classes in India, Indonesia, and China holding a market share worth $20 trillion.
3. On average, millennials spend $4,141 per trip.
4. Millennials travel 35 days per year on average, more than any other generation (Gen Z averages 29 days, while Gen X averages 26 days).
5. As of 2022, 67% of millennials want to take a once-in-a-lifetime trip on their next adventure.
6. 82% of millennials aim to take a vacation with minimal environmental impact.
7. France is the most popular destination for millennials, followed by Hawaii, Japan, the Caribbean, and Florida.
8. 58% of millennials are willing to travel alone, compared to 47% of older generations.
9. A remarkable 97% share their travel experiences on social media, sometimes posting 2-3 times per day while traveling.
10. 78% of younger millennials say relaxation is their main goal when taking a trip.
Millennial Hotel Trends
What hotel trends will interest your property? Here are five key facts:
1. Millennials are spontaneous, with 49% having booked a trip at the last minute in the past 12 months.
2. 86% want to connect with local culture, food, and experiences when visiting a new destination.
3. More than half consider free Wi-Fi the most important hotel amenity.
4. 53% are likely to book travel through an online travel agent, leaving room for hotels to secure direct bookings.
5. 68% of Australian millennials and 69% of Gen Z would change their view of a property if it didn’t use technology effectively.
Millennials are an “online” generation, handling everything from research to booking to room service through their smart devices. They are also comfortable with AI, making chatbots useful for securing bookings and answering questions.
The Millennial Customer Journey
The customer journey refers to the process someone goes through from deciding to go on a trip to reaching your hotel. For millennials, it might look like this:
1. Dreaming Stage
Millennials value experiences over possessions, with holidays often top of mind. They are inspired by social media posts from their peers, making it essential for small accommodations to have an online presence and use social media effectively.
2. Planning Stage
After choosing a destination, millennials plan every detail of their trip. They are “chronic Googlers,” seeking information from all sources to ensure they consider all options.
3. Booking Stage
When booking, convenience is a top priority for millennials. They see technology as a way to gain more control, which leads to greater convenience. Small accommodations must have an easy-to-use online booking system, or risk losing millennial customers.
4. Experience Stage
The experience is everything to millennials, with authenticity being crucial. What is considered “authentic” can vary, from living like a local to discovering hidden gems.
Key Millennial Travel Habits
Every generation has its own travel habits. Unlike older generations, millennials are less concerned with planning every detail. They also want to control their circumstances, which is why 44% of digital nomads are millennials, making them the most likely generation to adopt this lifestyle. Accommodations that cater to this need will have an advantage.
When arriving at a hotel, one of the first things millennials do is ask for the Wi-Fi password. They want to stay connected, share their experiences, and possibly get work done. Since millennials are highly tech-savvy, hotels need to incorporate advanced technology into the experience.
How to Attract More Millennial Travelers to Your Property
To capture the attention of millennial travelers, you need a strong online presence. This includes:
– A well-optimized website that works on all devices and is search engine friendly.
– An online booking system integrated with your website, supporting multiple languages and currencies.
– Strong online advertising through OTAs and metasearch platforms.
– Seamless online payment processing.
– Active public profiles on Google, Facebook, and Instagram.
It’s important to provide millennials with every opportunity to learn about your property in detail and make a booking quickly and easily once they decide.
Here are seven additional areas to focus on:
1. Maintain Accurate Inventory
Double bookings are inconvenient for guests. Ensure your front desk system is synced with your online sales channels to keep your inventory up-to-date in real-time.
2. Make Mobile Booking Possible
Millennials rely on their mobile devices and expect to complete bookings on their smartphones or tablets. Make sure your website and booking system are mobile-friendly to avoid losing potential customers.
3. Offer Authentic Experiences
Millennials are enthusiastic about authentic experiences, exploring culture, and trying new things. Highlight what is unique about your destination and property when advertising. Incorporate local culture into your hotel to immerse guests in the experience. Standing out as a unique property with a vibrant common area will help attract millennials.
4. Value of Little Gifts
Millennials love to share their experiences, especially on social media. Small gifts like chocolates, champagne, or flowers in the room can encourage them to post about their stay, potentially going viral.
5. Attractive Deals
While millennials are willing to spend on travel, they are also on the lookout for good deals. Use promotions and package deals to enhance your property’s appeal. Offering discounts for group bookings can encourage millennials to travel with friends.
6. Align with Their Preferences
Research shows that millennials want to use their smartphones for services like room service, Wi-Fi, TV and movie access, connecting devices to the TV, checking in and out, booking activities, and room access. Utilize the best technology to meet these needs.
7. Encourage Sharing and Feedback
Encourage millennials to share their experiences online and leave reviews. Create “Instagrammable” spaces or host social events that make their stay more enjoyable, increasing the likelihood of them posting about it.
