There is no doubt that millennials’ travel trends continue to change the face of the global travel industry. This demographic comprises the biggest travel group of all ages, and often accounts for the largest travel spend too.
Below, we explore some of the biggest millennial travel trends, such as the rise of ‘bleisure’ travel, experience-based trips and evolving hotel preferences.
Experience is key
Topdeck Travel did a study that showed that 86% of millennials would choose to experience a new culture, with only 44% choosing to party or shop. Baby boomers typically seek tourist venues, while millennials are more likely to find new and interesting experiences that take them out of their comfort zone. In the same study, 78% of respondents said that they wanted to learn something during their travels. What this means is that millennials travel in a very different way to their predecessors. Instead of ticking off boxes on a travel brochure, they are more likely to seek unique experiences that enrich their lives in some way. This also explains the rise of volunteer holidays and eco-travel experiences.
Mixing business with pleasure
Not too long ago, business travel was something to endure. Today, millennials are fusing business and leisure, in a new type of travel that has been dubbed ‘bleisure’ travel. This group is far more likely to travel for work compared to older age groups. In fact, Expedia says that employees under the age of 30 travel 4.7 times per year for work on average, while those over 30 travel around 3.6 times per year on average. As many millennials have fewer responsibilities and often, no children, a large number are more likely to extend their business trips to include a holiday. Many companies are jumping onto this trend, giving employees extra time off while they are traveling.
A new way to travel solo safely.
Millennials certainly aren’t afraid of traveling by themselves. A new way of seeing the world has emerged, however, that offers the best of both worlds, whereby millennials travel solo, but as part of a group. This means that they fly into their destination of choice with a group, but spread their wings to enjoy solo activities and adventures after settling. This provides an opportunity for tour operators and hotels to learn how to cater to both groups and solo travelers.
Hotel facilities are a make-or-break factor.
Major drivers for guest satisfaction in this group include room, check-in and welcome. Millennials also typically seek out accommodation that offers features such as free Wi-Fi, free breakfast and in-room fridges. Many travellers in this group are seeking central accommodation that offers a well-rounded guest experience with a great level of flexibility. Value-added services provide even more incentive to this group.