What The Wanderlust Generation Wants In A Hotel

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Airbnb hasn’t dominated the travel industry just yet, but to keep young travelers checking into national chains, hotels need to know what 13-35-year-olds want...

Gen Z and Millennials have a strong case of wanderlust. A huge majority say they are interested in taking trips, and the jet-setting generations have rewritten the rules when it comes to where to go, what to do, when to plan, and how to budget. And while this means that far-flung destinations are in vogue and extreme activities abound, it has also led to the creation of the biggest disrupter in the travel industry—Airbnb. Since its inception, the home-sharing platform has promised to overtake the hotel industry as thrifty and experience-driven Millennials flocked to its unique destinations, and national hotel chains have scrambled to stay relevant. As it turns out, however, Airbnb is third in line when it comes to where 13-35-year-olds prefer to stay when they travel. Ahead of the Millennial-directed home-sharing service are more classic accommodations. The number one place 13-35-year-olds want to stay? National hotel chains.

This may come a surprise to those in the travel industry who have long braced themselves for the day when Airbnb’s beach bungalows and treehouses officially lured Millennials away from high-rise hotels for good. But so far, hotels have held their own. While Airbnb's growth rate has been astronomical, it hasn't yet hurt the bottom line of hotel chains. From 2014 to 2015, the revenue per available room for hotels in the US grew 6%, according to hotel industry research firm STR, and between 2010 and 2015, the price per room jumped $20 to $78.71. A recent survey from Resonance Consultancy also found that 35% of Millennials prefer to stay in upscale or luxury hotels compared to 23% who prefer short-term…

 
 

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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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