By Joseph Ondiek

In today’s digital age, travel is not regarded as a luxury anymore. Rather, it has become a necessity. What with those images of exotic attractions plus adventurous excursions now flooding the millennial social media feeds?

Consequently, it does not come as a big surprise that travelling now is considered some top priority for the millennials. Basically, this age group, according to studies, are 23 per cent more likely to travel overseas when compared to the older generation. Also, they are more than willing to save and spend more on trips.

So how do millennials travel differently now than before?

Millennial travel

First, it’s important to note that this generation travels more compared to the older generation. According to a study carried out by the HVS Global -Hospitality Services, millenials, on average, travel 4.2 times each year when compared to between 2.9 and 3.2 times each year for their older counterparts. 58 per cent of the millenials prefer travelling with their friends, and this is 20 per cent higher compared to older groups. You should not forget that the “normal” active vacation activities like cycling and walking are not preferable to them. Theirs is about quick and different activities like surfing, biking, kayaking, cannoning, floating, climbing, hiking, name it.

Even though they are conscious about their budget, what cannot be said about millenials is that they are typically stingy. No, do not make a big mistake by placating them as “stingy” or “cheap”. For example, records show millenials who travelled in 2014 spent about a whopping $250 billion. They’re ready and willing to spend their cash where they need to so as to curate the once-in-a-lifetime experience.

Attracted to unique experiences

Millennials differ also with the older generation in searching for daring experiences, and not just purchasing souvenirs. Days are gone when travellers used to pack full their bags with material items. Now, this generation just wants interesting, exciting and unique travelling experiences to share with family and friends. They need amazing photo and selfie ops. Also, they need to have their stories and experiences posted on social media. Basically, all they need is bragging rights!

In this regard, apart from just making a visit to historical landmarks, something they’re able to do through the Internet anyway, all they require is unique and authentic cultural experiences. Furthermore, they want to feel the real texture of their destination, to break bread with local community. They also want to learn some new skills and dive into some new culture. In a nutshell, they need that adrenaline rush they will document, recount and recall.

According to a study by WYSE Millennial Traveler Survey, their top motivations are interacting with local community, experiencing the daily life of the locals and improving their (cultural) knowledge. They go for local authenticity. On the other hand, the older generation of travellers are more likely to pursue those relaxing activities as component of their travel programmes. But being in some calm and serene atmosphere, as the older travellers prefer, is actually among the lowest priorities for the millennial travellers.

Millenials are also used to getting information immediately. Research shows that when online information takes some long period to find, then the user simply will switch to a new site. They expect comprehensive online information concerning tour operators. When this is not quick in coming, they’ll turn to information giants like Tripadvisor and Google among others. The tour operators have little control as far as content is concerned. Therefore, to adapt, they ought to make all online info well organized, up-to-date, and easy to find. They also should try using travel websites to their benefit, and free and fast Wi-Fi is a must!

The development of apps plus mobile versions are significant for tour operators. This is because millennials will spend much more of their time on their mobile devices. According to a survey carried out by Expedia, 49 per cent of millennials use smartphones to programme a trip, 40 per cent utilize it to share when they are abroad, while 35 per cent use it to help them book for a trip. They expect using their mobile devices before and during the trip to not only find but also book new activities, do research, change reservations, and even work.

Sharing also is very crucial. This generation have the craving for “validating” their lives through posting online the whole trip. To do so, sufficient internet is a requirement and they need time for some photo ops together with a story.

The above are some of the ways through which millennial is changing the face of travel. From massive surge in leisure travelling to increase in booking for hostels, instead of hotels, using digital technology for everything from bookings to looking for information, it is extremely clear that the generation Y is having a big impact on the travel industry.

And whether it’s taking some foreign bus to get out of the busy hustle and bustle of the city center to enjoy the taste homemade, traditional cuisine or just taking pay cut in order to travel more often, the millennials are surely a different breed of adventure travellers.

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