Tag Archives: Millennials
In 2018, travel and tourism was a ~$ 1.5 trillion industry.
By 2028, it’s projected to grow to $ 2.4 trillion. And a good chunk of those contributing to those trillions are Millennials–a group that has now become the largest generation of travelers. In fact, Millennials (aged ~21-38 in 2019) now represent $ 50 billion worth of travel consumerism in the U.S. alone.
So what are the biggest things Millennials want when it comes to travel? Valentino Danchev, founder and CEO of travel marketing firm Fidelis Marketing Group, says there are a few standout things:
Millennials prefer authentic experiences over perfectly curated, manicured ones. According to Danchev, Millennials want “boutique travel experiences that will transform them from the inside out.”
In other words, they don’t just want to hang out all day by the pool. They want transformational travel–the chance to learn, grow, and explore. They like experiencing local culture in as real a way as possible, so facilitate ways they can do that. Prioritize interactive experiences over passive ones–for example, a small, hands-on cooking class with a local person instead of a day trip to the most famous museum in town.
Don’t be shy about protecting the environment, either. Millennials are the most environmentally-conscious generation in recent history–a full 73 percent are willing to spend more on sustainable goods (as opposed to 66 percent of non-Millennials).
So be green, and then don’t keep it a secret. Make it part of your marketing. Fidelis’s own Grand Luxxe resorts in Mexico, for example, have received a Distinction “S” recognition for environmental sustainability from UNWTO, EarthCheck, and the Rainforest Alliance.
When looking at what to highlight, don’t focus solely on your amenities. Yes, of course you want to show off your beautiful pool–but be creative in the activities you offer and show people enjoying, because those will often be equally as important to Millennials.
Danchev suggests courses or other immersive activities in fields like art, fitness, or entertainment. Think a craft beer-making workshop in Europe; a wine-and-painting night on the roof of your hotel where guests get to meet one another; a yoga class on standup paddleboards. You could also liaise with a local volunteer site to give travelers the chance to volunteer for a half- or full-day (being on a build site for Habitat for Humanity, for example).
If I have a question for a company, I’d much rather ask them via their latest Instagram post than scour their site for contact info. I myself used to be the social media coordinator for a large company and know that not only can social media be an efficient way to get ahold of someone, but I’m probably going to reach someone like me, which is appealing.
According to Danchev, you must have a high-quality website if you want to compete for the trillions of travel dollars up for grabs, and you want to back it up with high-quality social media. Statistics back up his recommendation: 62 percent of Millennials are more likely to be loyal to a brand with an interactive social media presence.
If you don’t have a social media presence, consider having a chat feature on your website to field questions. You’d be surprised at how many more interactions you’ll get that way than waiting for Millennials to email or call you.
In the end, generational distinctions like Millennials and GenX are arbitrary. Remember that people are people, and people love to travel. Remember to enjoy the journey yourself, and that will come across in your marketing.
“Traveling – it leaves you speechless, then turns you into a storyteller.” – Ibn Battuta
If I had a dollar every time an older person said something disparaging about a Millennial, I’d be talking to you from my own private island. What I have found, is that working with them (or managing them) can be rewarding as long as you treat them accordingly.
For example, I understand that in managing Millennials I have to offer a flexible work schedule to accommodate their juggling act of responsibilities, such as continuing their education and pursuing entrepreneurial side projects. All employees have different skill sets to offer and work at differing paces, so if in 2018 you’re blanketing how you expect your coworkers to perform, you may be setting yourself up for failure.
A study of nearly 10,000 adults aged 18-67 by Ernest & Young Global Limited, shows that Millennials are having a harder time balancing work and life than their predecessors. It proves that Millennials are as almost twice as likely to have a spouse working at least full-time compared to Boomers. Baby Boomers and Generation Xers don’t actually work harder than Millennials, and studies are showing that younger generations really do face a more difficult time of balancing it all.
Here are three things that might surprise you about Millennials and their older colleagues.
1. Baby Boomers are finally winding down.
Baby Boomers have the reputation for going at their work hard and fast, but there’s a season for everything and everyone. With Boomers born in the late 1940s to 1950s, they are retiring now. Even if they aren’t retiring, they are slowing down their careers to enjoy the beginning of their twilight years. In the meantime, Millennials are the ones that are hired to take their place.
2. Millennials are great with technology.
You know that computer program or new app or gadget that’s been giving you trouble? The newer, the more high-tech, and the more out there something is, the better. They’ve grown up with this kind of technology, so they learn fast, and working these kinds of gadgets is just intuitive to them.
3. Millennials are energetic, and want to carve a place for themselves in the world.
Some people say that Millennials are entitled and don’t know the value of a dollar. Not so! The ones I have met are often go-getters who are ambitious, have dreams to pursue, and want to really make a difference. The way they see it, everything has already been said, written and done, so they want to do something different with their lives, even if that means working long hours for it.
Growing up with major FOMO (fear of missing out) has lit a proverbial fire under their butts to be successful enough to live their dreams. In true Millennial fashion, that’s the reason I decided to start my own company four years ago–to be able to afford a lifestyle that would allow me to travel the world and have free time.
4. Gen-Xers and Millennials are better adapted to problem solving.
Everyone has their strengths. While Baby Boomers are known for being independent, goal-oriented and competitive, Millennials are known for their skills in problem solving, technology use and management, and teamwork.
These may be all skills that their predecessors have too, but the reason why Gen X-ers are so great at them is because that was the focus of their education. They were taught to work in teams and they grew up with the technology that they now excel at.
I recall a time in my freshmen year of college when a professor didn’t take too kindly to me problem solving in my own way. One of the tasks on a test called for me to locate a folder on and save a file to it. Having grown up using computers I found a much quicker way to get the task done than by using his detailed instructions, which I patted myself on the back for.
However, the professor didn’t take too kindly to my doing things my own way, and actually deducted points from my final score for doing so. I was blown away, and explained to him that if anything I should earn bonus points for being more efficient and finding a better way to complete the work, which only made the situation worse.
What this has led to, is my appreciation of employees who are able to think critically on their own and rewarding them for it. As a manager I know that I don’t have the answer to everything, and I look to my team to ensure that collectively we’re doing our best. Do not forget to consider the valuable traits of other employees as well as your team should be well rounded. Don’t get stuck with too many Chiefs and not enough Indians.