Summary: Millennials a.k.a Gen Y are stretching the boundaries of knowledge and communicating with the world. These travellers choose experience over luxury and wealth. For them, travel is not just about exploring the place and sightseeing; rather they travel to increase their knowledge as well as insights about that place. Let’s explore who they are, how they influence the travel industry, and what are the current millennial travel trends they adapt.
“If we were meant to stay in one place, we’d have roots instead of feet” – Millennials.
We live in an era where the virtual world is more real, likes and reviews are more appreciated than word-of-mouth publicity, social media engagement makes more sense than gossip over tea; likewise, millennials are one of the biggest attractions for the hospitality industry.
Talking about the recent events taking place in the world tourism industry; millennial travel trends have significantly taken over the market with a notable hype. Thus, giving way to endless opportunities for the travel and hospitality industries.
Table of contents
Who are millennial travellers?
Before diving into the millennial travel trends, let’s first understand who millennials are.
Millennials or Generation Y (Gen Y) are people born between 1980-1999. They are tech-savvy, well connected with the world, independent and not afraid to try new things or go to lesser-known places.
Gen Y is no longer limited to create fashion trends or travel to exotic destinations. Rather, they seek a purpose and meaning behind all the places they visit; explore their culture and tend to interact with new people.
Millennials enjoy life to the fullest being workaholics, crazy shopaholics, and seasoned party-goers. They travel for adventure and to earn money. They often work with employers who give them the freedom to travel and pay for the same.
All the more, we see so many examples of people leaving regular 9 to 6 jobs and becoming full-time travelers or travel bloggers.
How millennials are changing the hotel industry?
Millennials are using technology to make savvy travel-buying decisions that largely depend on their experience, cost and the type of stay hoteliers offer.
On average, Gen Y takes 30-35 days of vacation each year with an increasing trend in their annual travel spend as compared to Gen-X (born between 1946 and 1964) who tend to be more conservative on budget.
It’s observed, that the millennial generation matured much quicker than their ancestors in this area; realizing that it is better to travel now and save money later rather than doing it vice versa.
Earning handsomely, they wish to travel more as well as explore tourist destinations. And, look forward to places filled with exciting experiences, offering them a variety of new dishes and hidden adventures that add on with them.
So, for hoteliers, it’s time to focus and adapt to the millennial travel trends; as well as their passionate demands when it comes to booking a stay.
What are the latest millennial travel trends?
From planning to experiences, below we’ve listed out the top millennial travel trends you can easily adopt.
1. Extremely active on Social Media
For millennials, when it comes to planning a tour, their phone is the source of planning, experiencing and sharing every detail of the trip. It is one of the most effective and easiest trends through social media engagement.
If you are in the hospitality industry and you haven’t created a social media profile yet, then it’s time to create one! Live streaming, mandatory check-ins, offers, discounts and much more will definitely make your property trending on the social media platforms.
Let’s take an example of Instagram: Millennials choose a hotel deal that is just picture-perfect. So, on your Instagram profile, showcase images, contact details, offers, discounts, etc to let them choose you over others.
As a hotelier, you have to ensure that guests can book your hotel from anywhere i.e your website, through OTAs, social media and elsewhere.
Further, you also get a chance to engage with them from your social media page. This gives them a personal touch while they’re planning to book with you.
Interacting with them at this point will make them remember you when they wish to visit; thus developing an enduring relationship with them.
2. Will enroll in loyalty programs
Gone are the days of proposing the same type of offers for the millennials. Nowadays, these millennials are on a constant lookout for attractive packages, memberships, and deals that can help them to save up a little on budget.
Give them instant delights such as happy hour discounts, complimentary event tickets, free services and other such experiences which they remember and wish to visit again.
Over 80% of millennials are already enrolled in a loyalty and rewards program.
Offering them the right package at the right price; with an option to easily join a loyalty scheme can make them go a long way. The better loyalty programs you run, the more chances for you to get millennials as your guests.
Also, they could turn to be your guests for a longer time. So, investing to meet their expectations and offering them what they like makes a lot of your business.
3. Want you to be easily reachable
Often, Gen Y is pretty hot-headed and short-tempered with little to no patience when it comes to services. They want you to be available for them whenever they need, whether it’s at the time of booking, checking-in, or something else at your property.
As millennials prefer to go by smartphones, having a mobile app for your hotel can be an advantage. By doing so, you’re ensuring that the millennials not only reach you easily, but they’re also able to book with you in a few clicks; which makes their experience a whole lot better.
On the same lines, get a responsive booking engine integrated into your hotels’ website. Here, millennials can book with you directly. Do give them the BEST DEALS and OFFERS on your website to get more commission-free bookings.
4. Focus more on online reviews
Reviews are realistic and available at the ease of fingertips. Hotels with right reviews don’t have much to worry but if your hotel has negative reviews, then it’s time to take control and change things for the better.
Well, word of mouth recommendations is one thing but online reviews are definitely way different; holding an important place in the millennial travel trends. They often tend to check out your reviews on as many platforms as they can and make sure that they’re booking their stay at a good place.
Specifically, reviews on Google and sites like TripAdvisor are a big hit amongst millennials to get real opinions from travellers who have stayed at the hotel.
82% of millennials think that online travel reviews are important.
So, maintaining a positive online hotel reputation is a must these days. The better, clear and answered your reviews are, the likelier it is for the millennials to choose your hotel.
All the more, for independent hotels since they don’t have the advantage big brands have should respond to both positive and negative reviews proactively. If you don’t, your hotel would be skipped by the millennials.
5. Prefer digital payments
Bulky wallets are a no-no for young travelers. They keep less cash and rely more on credit or debit card payments, net banking, e-wallets, online payments, etc. They are backing away from cash by preferring digital payments for any purchase or booking.
Further, digital payments offer several advantages like points, cashback, free tickets, etc which makes millennials opt for them more.
84% of millennials use credit or debit cards to make purchases.
This wave of digitization has been unanimously accepted by the millennials as it’s safe, convenient, easy to keep track of with a matter of a single click. Hoteliers like you should be open to accept digital payments, through the right payment gateway integrations at your property; thus welcoming the Gen Y at your doorstep.
6. Explore local culture and cuisines
Gen Y is a true explorer and adventure-driven soul. They’re constantly and extensively searching for content online which lets them know about the location they’re traveling to.
They’re keen on gathering information on the traditions, local cuisines and want to explore every bit of it. This is all gathered by them through social media as well as YouTube videos that many of the travel bloggers upload.
So, here’s a tip for you: Make them feel closer to your roots once they arrive at your hotel. Post blogs or updates on your website to make them aware that you’re in the know of these practices in your region. Host activities, trips, and anything which makes them come to you.
Also, upload various videos and photos that indicate the cultural values followed in your city, a variety of cuisines that you offer and specialties that you have. Along with this, offer some adventure packages during their booking or collaborate with such vendors to gain higher revenues.
7. Spend less, explore more
While millennials travel more than Gen X, they prefer spending less on each trip and explore as much as they can. They are of the view to take multiple trips rather than just one big trip and spend everything on it.
Likewise, millennials tend to conserve their resources and are budget-oriented for each of their trips. They may shop for last-minute deals, stay in alternative housing (renting a room, hostels, camping, etc.), and even split road trip fuel expenses with a few friends.
The upcoming trend for SOLO travellers or even couples has moved to staying at a hostel as it is much cheaper when compared to a hotel or any other property type. Popular examples are the hosteller, Zostel, goStops, hostels HUB, Mad Monkey Hostels, etc.
So here, you could sell better packages or create an environment similar to a hostel or even offer better rates than the other property types. Similarly, provide them discounts, last-minute deals, complimentary services, promo codes, and much more.
8. Favor business travel or “BLEISURE” travel
This generation has fewer responsibilities at home namely, kids, spouse and therefore has the opportunity to extend business trips more often than previous generations.
Such millennials while traveling for a business purpose look forward to “Bleisure” travel (business + leisure). In fact, most millennials are likely to extend their business vacations to gain cultural experience and see more of the world, taking and added advantage of their company expenses.
Hoteliers should focus on catering to Gen Y business needs by providing reliable high-speed internet, charging docks and workspaces throughout their property. Further, many hotels have aesthetically design lobbies for business travellers to work or hold meetings.
Showcase services on your website, OTAs or social media platforms such as the conference room at your property, business event spaces, and such likes.
9. Choose technology driven hotels
Millennials were born in a world of emerging technology. They love technology and would flock to your hotel if you provide them with the right tech tools. Hotels with a self-check-in kiosk or a mobile guest portal are most likely to be visited by millennials.
With the influx of new technologies and ease of travel, the consumers or travelers demand to have an offbeat experience. These are the most common factors millennials look out for when they plan a trip.
Further, tech-driven hotels are adopting newer hospitality trends to get engaged with their customers more. Invest in a mobile-friendly website or app as millennials would prefer booking hotels on mobile at the comfort of their fingertip.
Future of millennial travellers
Millennial travelers are projected to have more impact on the travel and tourism industry than any other group. Their emphasis on travel will continually grow through their family and likely by their children adapting the same trends.
Additionally, adventure experiences, urban destinations, and online travel planning are expected to grow and control the world of tourism. Likewise, it will show an increasing trend of travelling to foreign countries, enhance solo travellers as well as expand the use of social media for the travel industry.
Further, these travelers are more or less a source of IoT (internet of things) enabled solutions for the hotel industry. The main reason is, because they want quicker and better services. In regards to this, hotels are now turning towards the internet, bluetooth and AI enabled products as well as services to impart them a better service.
Such constant updates in technology and trends will help you future-proof your hotel business and identify potential new opportunities.
Quickly check how IoT can help you grow your business.
Conclusion
Millennials being a paranoid bunch are active and always open to new ideas. Inspite of their specific choice of travel plans, they invariably want to ensure that their trip goes smoothly. Some of them even swap over-crowded destinations for relatively less familiar ones.
Start with the basics. Be active on social media – the best way to get connected with Gen Y, maintain your online reputation – the best way to reach them by improving your hotels’ branding, be easily reachable – the most solid way to let millennials book with you.
For you as hoteliers, you need to understand their choices and cater accordingly. All you need to do is adapt yourself to the above mentioned millennial hospitality trends and start taking steps to work on it.
Do share in the comment section below, if you are focusing on any of the travel trends; apart from the above mentioned ones to drive millennials.
Goodluck to experience a new bunch of generation at your property!
