You have most likely heard of Millenials by now and their importance in the travel marketing industry. Folks aged between 18 and 34 now represent the most important demographic cohort, having surpassed Boomers (folks born between 1946 and 1964) last year, and in 2017 they now officially become the biggest demographic in the hotel industry. In other words, even though they may not all be the same and we have to be careful with over-generalizing behaviors and interests, the need to understand Millenials has become a must for travel brands on the global scene, and in North America in particular.
Read also: Why Millenials Matter
Rather than publishing yet another lengthy text on the topic, I thought I would share this insightful infographic created by Ard na Sidhe Country House, in Ireland. Some of the key nuggets I particularly found useful:
- 86% of Millenials travel to experience a new culture. This aligns well with YOLO – You Only Live Once, right?
- Millenials are more avid of social media. In fact, more than 1 out of 2 have posted a photo or video on social media while on holidays, while this ratio is usually 1 out of 3 for non-Millenials.
- Millenials are also more active on mobile phones, with 3 out of 4 having downloaded a travel app on their phones, compared to less than 1 in 2 for non-Millenials.
The folks over at Pixlee recently released a white paper, The Travel Marketing Guide to the Millennial Traveler, that is also very relevant about this topic. Another option is to view this recorded version of a recent webinar featuring guest expert Steve Stoker, Marketing at Breckenridge Tourism: “Tourism Marketing to the Millennial Traveler”
Check out the rest of the infographic below. Enjoy!