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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The Newsfeed

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PepsiCo needs to think small to compete with indie brands. Their new unit, The Hive, will be “a small entrepreneurial sort of agile group” to foster smaller brands and create new brands based on emerging trends. Unsurprisingly, The Hive is a response to consumers (ahem, Millennials) who are “demanding” healthier products and championing smaller labels. We continue to see big brands adopt startups, and startup thinking, as they navigate today’s competitive landscape. (Fortune)

Millennials and Gen Z are going to “extreme lengths” to share streaming passwords—and major platforms are losing millions. Magid research indicates that 35% of 21-35-year-olds and 42% of those younger than 21 share streaming service passwords, compared to 19% of Gen Xers and 13% of Boomers. One particularly amusing anecdote: the 20-something who uses the HBO Go login of a one-night stand from 2013. Though Netflix and HBO have both said that password sharing isn’t a problem, there’s no denying they are losing out on revenue—Hulu stakeholders estimated a loss of $1.5 billion yearly. (CNBC)

Wikipedia-branded streetwear has sold out. The site teamed up with LA streetwear brand Advisory Board Crystals for a “surprising” collaboration, and the resulting long sleeved tee emblazoned with “Internet Master” and Wikipedia’s puzzle logo was a success. All proceeds from sales were pledged to the Wikipedia Foundation, and the store is planning to restock “to make as large of a contribution as possible.” According to Ypulse Brandoms research, 60% of 13-35-year-olds say logos are back in style. (MashableThe Verge)

Fitbit’s new tracker is about more than just fitness. Though their smartwatch business is growing significantly faster than trackers, the brand “hasn’t given up” on their roots—and their newest model offers a range of features for wellness-focused users. While it, of course, tracks exercise and calorie burning, it also has built-in meditation, sleep tracking, and female health tracking. Since 96% of 18-34-year-olds tell Ypulse that taking care of their mental health is just as important as taking care of physical health, thinking beyond workouts could be a wise move. (Business Insider)

Amazon wants to steal away YouTube creators to bolster their own platform, Twitch. They’re reportedly offering multi-million dollar deals to influencers ranging from Gigi Gorgeous to Will Smith, hoping their large followings will follow them off of YouTube. So far, Twitch has 15 million daily users compared to YouTube’s 1.9 billion but Twitch’s SVP promises “a steady drumbeat of lots of new content.” They’re also reportedly looking to double their ad revenue in the next year, and their foothold on video games like Fortnite is sure to help. (Bloomberg)

Quote of the Day: "I love travel and finding the best deals on airfare. Hopper really helps me do that, in a simple format.”—Female, 22, FL

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