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: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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