In a fast-changing world, it may seem like almost every aspect of life is markedly different from what it was years ago. Technology, changing social attitudes, new fashions, higher average disposable incomes and a generally faster pace of life are all factors that have made the way we live now much different to the past. All this will inevitably impact on the travel industry, through the use of faster means of travel, easier access to information and better communication.
More than ever, people want to travel far and wide, often with a lengthy bucket list of places to see and things to do. The question of what millennials want, however, is not as hard to answer as some may think. Far from everything they think, say, want and desire being new, in many cases there is no need to reinvent the wheel. Like so many other people, theirs is a generation that will still enjoy sunshine, sand and relaxation, but will also be interested in culture and buildings, the odd wild night out with a few drinks and the wonders of nature.
Nonetheless, there are a few notable features of millennial travellers that the tourism sector needs to be aware of. Firstly, they may not be averse to a day on the beach, but generally they will be more active than most, more curious about the world and therefore more willing to go somewhere exotic than older travellers. So those involved in marketing new and more far-flung destinations should target this demographic. Speed is another issue. Millennials expect to be able to access services quickly, mainly through modern technology. Clearly, this is not always possible; being stuck in a bus slowly battling through the busy and anarchic traffic of a city is, for example, an authentic reality of travel in places like south Asia. However, this is an authenticity they will understand, so the key is to provide swift services and information where possible, not perform miracles.
The online aspect of millennial travel means they will seek a lot of information before they travel and impart plenty for their peers afterwards. Sites like TripAdvisor are used heavily by this demographic and are an example of how the search for information will focus as much on the experiences of others as the blurb in the brochure. Finally, millennials will make the most of their greater income and desire to enjoy themselves by spending heavily. A good work-life balance matters to them, so those who can provide good services they will want to spend on will be well rewarded. Getting it right with millennials is well worth doing.
