How Millennials And Generation Z Are Transforming The Travel & Tourism Market

The millennial generation has grown up in a digitally connected world, where smartphones provide instant internet access – almost anywhere in the world – to a multitude of websites, social media pages and applications.

This presents travel brands that wish to target the audience with both opportunities and challenges to engage with the demographic in new and unique ways.

Who are the so-called millennial generation?

A millennial myself, we were born between the early 1980’s to the early 2000’s.

Millennial characteristics can vary depending on social and economic conditions, yet the generation is generally known for increased use and familiarity with communications, media, and all things digital. We take our online ‘experiences’ with brands even more seriously than our connections offline in the real world with these companies, especially when it comes down to how brands interact with us.

We  barely remember the struggles of dial-up internet access yet we want to feel a sense of involvement in the decision making process when it comes to communication and experiences while expecting – and used to – unique conversations from companies to help influence and inform our purchasing decisions.

What does this mean for travel brands?

With a generally high disposable income, it is logical for brands within the travel and tourism industry to target their marketing campaigns towards millennials. However, they should do their research first and give consideration to the social platform, as well as thinking about what and how to say it before reaching out and engaging with this huge audience that actively engages with each other online.

Travel companies need to be active and visible in social spaces if they are to connect and inspire the generation.

According to research, 56% of millennials take to social media to chat about experiences with different brands and a further 60% admit that social advertising has the most sway over their brand perceptions.

Furthermore, millennials take advantage of their online know-how to save money, with 71% of those surveyed following a brand on social media to receive an offer.

In particular, generation Z (those born after the late 1990’s) don’t remember a time before social media and therefore tend to rely on this more than any other age group.

With a clear focus on millennial marketing, organisations within the travel and tourism sector in particular need to adapt their marketing efforts to appeal to this generation given how digitally connected the age group is.

By understanding factors such as why they like certain brands on social media, to which marketing platforms have the most sway over their brand perceptions, travel companies could be better placed to target this demographic effectively with products and services to deliver best in class customer experiences.

Promotional products retailer 4imprint.co.uk has produced a compelling video outlining some useful statistics and information around millennials’ attitudes and behaviour online that echoes these sentiments. Watch the video for more insight: