Marketing to the Wanderlust Generation

How travel brands are creating adventurous, wish-fulfilling, social campaigns to interest a generation of travel-junkies.

When we researched Millennial spending, we found that more than half of employed Millennials are saving up for something special, and a trip/travel was at the top of their savings list. Millennials have major wanderlust, and their expectations for traveling are not like the generations before them. From social impact vacations to an interest in non-tourist experiences they’re approaching their adventures differently. According to group travel service Topdeck Travel, when asked why they travel, 86% of 18-24-year-olds said experiencing new culture, and 69% said eating local foods. Almost eight in ten 18-30-year-olds stated they select where to travel based on their friend’s recommendations. 

In response, the travel industry is racing to shake things up and appeal to young travelers’ mindsets. The New York Times recently reported on the ways traditional hotel chains are targeting young travelers through “customized experiences, digital convenience, and relevant information on social media.” Apart from offering free Wi-Fi, hotels are offering emoji room service, local craft beverage events, and music-related loyalty programs. Of course, with 44% of Millennials booking hotels through their phones, mobile capabilities are key. 

While updating the experience at hotels is vital, updating travel marketing to appeal to Millennial travelers is just as key—and many brands are stepping outside the box to create creative campaigns that appeal to young consumers’ desire for adventure, shareable moments, and social experiences. Here are three to know:

HomeAway’s Eiffel Tower All Yours Contest

When we asked Millennials and teens to tell us their number one dream travel…

 
 

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The Newsfeed

Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI
 

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