The generation of Millennials is the most open to new experiences and broader horizons. Born between the years of 1980 and 2004, the millennial generation forms part of a hyper-connected, always online world. Their views and ideas are sculpted not only by their local community but also by the international village that is the internet. It comes as no surprise then that there is a common trend among the millennial generation towards:
- Travelling abroad, and
- A rejection of social norms.
This, in turn, means that branding needs to enter a new sphere of experimental marketing in order to correctly target this forward-thinking audience.
The Millennial generation seeks to fill their lives with experiences and not assets, so travel is at the top of the to-do list. The advent of the internet and the ever-growing wave of apps like Uber and AirBnB has made travelling easier to plan and more accessible than ever. This, in turn, has created a generation of money-wise and deal brokering travellers that understand travel costs and hunt for the best deal. Traditional advertising will no longer work on the thrifty mind-set of the millennial, so in order for a destination to stand out, it needs to try something new.
The internet gives people access to ratings, reviews and all the information on any destination you could possibly imagine at the tips of your fingers. The future of travel is all organised from the comfort of your own home, and with half the hassle.
With a wealth of information available at your fingertips, a destination can no longer focus on just selling rooms. They need to provide and portray an entire experience. From spaces, to services, to entertainment – all these features must be advertised effectively for your digital marketing campaign to work.
With the millennial generation set to make up 50% of the workforce by 2020, they are not a fraction that can be ignored. However, they are attracted to different things. Lavish room service and prestigious views are less likely to impress than proximity to places of interest and free Wi-Fi. Interconnectivity is always a must and free Wi-Fi is now a staple in any destination frequented by millennial.
If you are interested in creating an exciting new digital marketing campaign to target a millennial audience, contact WSI OMS.