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

“Crochet and knitting are very relaxing, therapeutic, and have tangible results."—Female, 31, AL

The CW is betting on competitive video gaming being “a perfect match” for their audience. The network now known for popular dramas like Riverdale and Arrow is airing EA Madden NFL 18 Challenge, a “‘Survivor’-style” show where esports celebrities face off each week. The esports special featuring “the biggest and most popular” game was planned after they learned that CW viewers who watch their superhero shows also over index on esports. The show will be live-streamed and then broadcast to the network. (Variety)

Applebee’s has been getting boozy to appeal to Millennial customers—but is it working? Kind of. Their “Dollaritas” and $1 Long Island ice teas (L.I.T.s) are bringing in business; at some locations, lines have reportedly formed out the door and “four keg-sized batches” of L.I.T. are mixed up daily. Applebee’s hopes the promotion will remind young consumers that they’re more than just a chain restaurant—they’re also a bar. But it’s hard to say if the drink specials will solve their Millennial problem in the long-term. (Eater)

2017 has been independent beauty brands’ year, thanks to social media. Cult favorites like Glossier and Colourpop have seen their category’s sales surge 43%, according to the NPD Group, propelled by unboxing videos, influencer collaborations, and Instagrammable products. One editor made the point that “Social media is a hotbed of free consumer research,” which could be why 2017 has seen inclusive brands like Fenty Beauty go viral, and gender genreless makeup lines like Milk Makeup’s “Blur the Line” take off. (Glossy)

More big retailer brands are getting into the subscription box service game, eyeing Stitch Fix’s success. ThredUp, the digital consignment store that focuses on luxury resale, has introduced a new “Goody Box” to package up items each month for customers. Meanwhile, Baby Gap began their “Outfit Box” program in October, offering curated kids clothes sent to Millennial parents. The “experimental effort” has reportedly had high retention rates, prompting the brand to start Superbox, a similar service for Old Navy. (DigiDay)

Pinterest reports that Millennials are looking to their platform for style, food, and home décor inspiration. Half of Millennials use Pinterest at least on a monthly basis, according to comScore, and Pinterest’s new research found that 63% say they “discover new brands or products to buy” on the platform. Ypulse data shows Millennials are looking to social media for fashion inspiration and this study concurs: Pinners were 11% more likely to spend more on style than non-Pinners and 6% more likely to spend more on home décor. (Pinterest)

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