What millennial travellers care about might surprise you!
Forget speedy wi-fi and ample selfie opportunities, according to research into how millennials like to travel – and there’s a heap of it – young globetrotters have more wholesome and altruistic travel habits than they’re given credit for.
Experiences trump possessions
Firstly, experiential travel is huge within this demographic.
A lot of millennials say they’d prefer to spend their hard-earned money on humbling, eye-opening travel experiences than possessions.
Self-proclaimed “citizens of the world”, they’re travelling multiple times a year, as opposed to multiple times a lifetime like their parents.
They’re even going on more quick weekend trips or overnight jaunts just to experience new parts of the world.
This generation is seeking localised, personalised and unique experiences that transcend a destination’s top tourist traps. They want to feel as though they know a city’s secrets; eat where locals eat; and engage in activities that can’t be replicated anywhere else.
They crave being able to try new and different things; immerse themselves in local culture; and see as much of the world, outside the four walls of a resort, as possible.
Environmentally and socially aware
Secondly, millennials are more environmentally and socially aware than any generation before them.
They’ve undergone a shift in consciousness and are today seeking travel experiences that are responsible, sustainable and authentic.
They’re much more aware of the effect of their explorations and are looking for options that allow them to embrace the beauty of nature, while being mindful of the local environment and culture.
Knowing the food they eat is sourced ethically, the resort they’re staying at has a minimal impact on the local environment, and local customs are respected, is important.
The love affair millennials have with new technologies extends to the way they travel.
From ride-sharing apps like Uber to economy services such as Airbnb, and every travel-related app in between, this group is savvy about how they get around.
Gone are the days of paying full price for flights or to attend a sporting event or theatre production – Millennials are using websites like Stub Hub to find last minute, discounted tickets and doing so with a nonchalance that makes your hours of research and detailed planning feel over the top in comparison.
A resort or hotel’s aesthetic can make or break it for millennials travellers. They spend a lot of time trawling social media and travel websites for inspiration, curating their ideal trip before they even get on the plane.
From the architecture and interior design to the food and the sheets in their room, every detail matters. But it’s not just about the Instagram shot.
Millennials want properties that not only look good, but also combine all of the above requirements into one super resort with a unique personality, an immersive local flavour and a plethora of environmentally and socially-minded practices.