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: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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