What Does the Millennial Generation Expect From The Tourism Industry?
Millennials are setting new standards in the tourism industry. Learn what expectations this target group has for hoteliers and how you can tailor your offerings and communication to meet their specific needs.
A glimpse at the World Travel Market 2019
This was exactly the topic of discussion at the World Travel Market (WTM for short), which took place in London on November 5-6, 2019. John Strickland of JLS Air Transport Consultancy, Sheldon Hee of Singapore Airlines and Hamish MCPharlin of the BBC joined forces to explore how the tourism industry is meeting the expectations of millennials and what factors influence Gen Y travel decisions.All the experts agreed that the behavior of millennials is paradoxical. On the one hand, there is a strong focus on environmental protection, while on the other hand, vacations abroad are becoming more and more popular. According to experts, this is no coincidence. Millennials are convinced that travel not only helps them develop a better understanding of other cultures, but also brings economic growth to the populations of the destinations they visit.
Authentic Experiences and Honest Communication as the Key
The tourism industry can certainly benefit from this paradox. Much more than for other generations, consumer goods do not primarily represent affluence for millennials with purchasing power, but rather a certain value system. It is not the product that matters, but the attitude of the brand and the lifestyle it reflects. They also follow this pattern when planning their vacations. While Baby Boomers prefer to sleep in comfortable hotel beds and are most concerned with relaxation, Millennials are looking for authentic vacation experiences. They want to immerse themselves in the culture, exchange ideas, and meet new people.When it comes to choosing which airline to fly with, Gen Yers are also going their own way, according to surveys conducted by JLS Air Transport Consultancy and the British Broadcasting Corporation (BBC). According to the former, while the price of a flight is still the most important criterion for 86 percent of respondents, flexible terms were also cited as very important by 84 percent. The second showed that 83 percent also rated safety and cabin quality as relevant.Many brand managers are afraid of millennials. But McPharlin says there's no need to: "This generation wants to see authentic stories, to feel the personality of a company." Above all, critical issues should be dealt with honestly. A good example of a successful campaign is that of the airline KLM. Not only does it highlight its own efforts to reduce CO2 emissions, it also encourages travelers to consider alternative travel options - for example, the fact that a flight from Amsterdam to Brussels takes longer than a train trip. Such honesty is appreciated by millennials, says Strickland.
- How the hotel won over 90% new guests in just one year
- The right marketing strategy for a successful reopening
- Measurable results with data-based marketing
- How SomVita Suites achieved a Marketing ROI of 1000%
- How the hotel won over 90% new guests in just one year
- The right marketing strategy for a successful reopening
- Measurable results with data-based marketing
- How SomVita Suites achieved a Marketing ROI of 1000%
- How the hotel won over 90% new guests in just one year
- The right marketing strategy for a successful reopening
- Measurable results with data-based marketing
- How SomVita Suites achieved a Marketing ROI of 1000%
