For millennials, travel isn’t just an activity, it’s a way of life. They prioritise experiences over material possessions, making them a vital, and currently the most dominant, demographic for the MENA hospitality industry to understand and attract.
Here’s a deep dive into millennial travel and actionable insights to help you cater to this influential market reshaping the travel industry.
Millennial travel impact
Millennials’ passion for travel is unparalleled. This group grew up alongside rapid technological advancements and is fluent in navigating online platforms, from social media to booking engines. Unlike previous generations, they prioritise experiences that enrich their lives and reflect their values such as sustainability, social responsibility and authentic cultural immersion.
A look at the numbers
Millennials represent the highest penetration of luxury seekers within the Arabian Gulf region and are poised to dominate affluent travel. According to Mastercard’s Affluent Travel 2024 report, they will account for $11.1 billion (41%) of Saudi Arabia’s total outbound travel market by 2028.
Globally, affluent millennials are set to become the wealthiest generation in history, with women commanding an 11% share of ultra-high-net-worth individual (UHNWI) wealth. By 2040, millennials will make up 36% of those earning over $250,000 annually, totalling 26.1 million individuals.
In the UAE, millennials experience significant “vacation deprivation,” with 50% feeling they lack enough time to travel compared to 35% of Gen Zers, according to Expedia’s latest report. This is a signal of the high demand for tailored travel solutions.
Trends defining millennial travel
Millennials have revolutionised the way people plan and book trips. Here are some key trends to note:
Tech-driven planning
Gone are the days when big purchases like flights and trips were done on a desktop. Millennials rely heavily on mobile devices for travel research and bookings, and they are not afraid to spend big. They’re likely to check online reviews, browse Instagram, or scroll through TikTok to finalise their travel plans.
Social media sharing
For millennials, if an experience isn’t shared on social media, it feels less significant. A staggering 97% of millennials post about their travels on platforms like Facebook and Instagram, often multiple times a day. Creating “Instagrammable” moments can really attract this generation.
Growing preference for traditional travel agents
Despite their tech-savviness, 38% of millennials opt for traditional travel agents, valuing their expertise and convenience. However, Online Travel Agencies (OTAs) like Booking.com and Airbnb remain dominant.
Focus on sustainability
Over 80% of millennials want vacations with minimal environmental impact. Emphasising a property’s eco-friendly initiatives can win their loyalty.
Also read: How MENA’s travel industry is embracing sustainability
Love for spontaneity
Nearly half of millennials have booked a last-minute trip in the past year, making real-time availability and seamless online booking crucial.
How travel businesses can attract millennials
For accommodation providers, millennials offer a golden opportunity to differentiate themselves. This generation values personalised authentic hospitality over generic, large-chain experiences. By understanding their behaviours and preferences, businesses can position themselves as a go-to destination for this influential and increasingly affluent demographic.
More and more destinations are actively promoting ecotourism, adventure travel, and volunteering opportunities to meet these groups’ preferences for sustainable and socially conscious experiences.
The millennial customer journey
Understanding the customer journey can help you align your services with millennials’ preferences:
- Wanderlust: Inspired by peers’ social media posts, millennials constantly dream of their next getaway. Your online presence, particularly on Instagram and Facebook, should showcase authentic experiences that resonate with them.
- Detective: As “chronic Googlers,” millennials exhaustively research every detail. Make sure your website and social profiles easily provide all the information they need to choose your business.
- Spender: Convenience drives their booking decisions. Ensure your booking engine is mobile-friendly, fast, and intuitive to secure reservations.
- Experience-seeker: Millennials seek authenticity, whether it’s living like a local or uncovering hidden gems. Tailor your offerings to reflect local culture and provide unique experiences that they can’t find elsewhere.
7 ways to capture their attention
To capture the attention of millennial travellers, your property needs a strong online presence and tech-forward solutions. Here are seven strategies to attract this demographic:
Optimise your online presence
Maintain an updated, mobile-friendly website and engage actively on platforms like Instagram and Google. Millennials expect to explore your property in-depth online before booking.
Leverage technology
Seamless tech integration is a standout, from booking to check-out. Incorporate features like mobile check-in, room access via smartphones, and chatbots for instant assistance.
Highlight authenticity
Showcase your property’s connection to the local area through unique offerings and partnerships with local businesses. Promote cultural experiences that immerse guests in the destination.
Offer unique perks
Surprise your guests with small gestures like welcome gifts or complimentary local treats. These touches are often shared on social media, boosting your property’s visibility.
Provide value-added deals
Millennials appreciate value. Use promotions, group discounts, or exclusive packages to attract their attention. For example, a “work-and-play” package for digital nomads could be a hit.
Focus on sustainability
Showcase your eco-friendly practices, from energy-efficient lighting to sustainable dining options. This aligns with millennials’ preference for environmentally responsible travel and allows them to make socially responsible choices.
Encourage social sharing and reviews
Create photogenic spaces and host engaging activities to encourage guests to share their experiences online. Positive reviews and user-generated content can heavily influence future bookings.
Overall
The millennial generation’s love for travel and their focus on experiences over possessions present a golden opportunity for travel businesses and operators. By understanding their habits, embracing technology, and curating authentic experiences, you can position your property or experience as their ideal destination. With the right strategies, you’ll not only attract more millennial bookings but also cultivate lasting relationships with this influential demographic.
Also read: Rise of the Me-Mooners: Why is solo travel gaining momentum?
