3 Trends Impacting Millennial Travel

Millennial money is pouring into the travel industry, the majority of the generation is trying to cross items off their wanderlust bucketlist—and these three trends are impacting where they go…

Considering 96% of Millennials and Gen Z are interested in travel, it’s no wonder they’re changing the rules when it comes to where to go, what to see, when to plan, and how to budget. As Ypulse explored in our recent Generation Wanderlust trend, this generation has lofty goals—they want to visit far off destinations and continually explore new places. The average Millennial will take more than three trips this year—and research from G Adventures, which plans trips targeted at Millennials, says the group isn’t as frugal as one may believe when travelling. With money from the generation pouring into the travel industry, it’s no surprise that brands are racing to keep up with them, as we’ve covered before. We’ve seen chains remodel their locations, begin to focus on incorporating local culture, create social experience marketing, offer exclusive events, create Millennialized spin-off brands, and experiment with more and more advanced technology to impress Millennial travelers. But to keep up, you also need to know the trends that are impacting their decisions. Here are three that are changing up where they go and what they do:

1. INSTAGRAMMABILITY

In our Instagrammable world, Millennials drool over destination photos as much as they do food porn on social media. Natural wonders, exotic cities, local watering holes, even #vanlife seems incredibly appealing when it’s depicted in the dreamlike context of vacation, and it’s all available on their feeds, making them aware of new locations to visit, and hungry for their own post-worthy escapes. According to our Instagrammability research, 70% of…

 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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