CEO and Project Manager
October 11, 2017
Everyone knows the reputation that the generation known as “Millennials” has acquired in recent years. People who have had to adapt to the new times and the behaviour of the generations before them. We don’t like labels or criticism. Young people are, in part, what their environment tells them. Keep reading and learn more about the Millennial public.
This year I had the pleasure of accompanying the Booking.com Benidorm team and the Asiri team in an exchange of experiences on the tourism sector. On this occasion, my contribution was related to the Millennial public and their habits when it comes to traveling.
New habits and trends require georgia fmail list innovation from tourism businesses. In this article we are going to give some keys to guide marketing actions around this social profile. Let's start by looking at a general definition of what the Millennial generation is:
“Also known as Generation Y, millennials are those people who were born between the 1980s and 2000, and who have reached or will reach adulthood with the turn of the century.”
As a personal opinion, it is not at all right to label an entire generation of people, and even less so to attack them in the way that both the media and individuals have done. Circumstances are very diverse and all generations, to a greater or lesser extent, have had difficulties getting ahead at some point in their development.
It is easy to share thoughts on a specific topic, but it is not so easy to provide really relevant information that helps to understand this profile. A highly recommended tool for profile analysis in the tourism sector is the Buyer Persona . This is a way to put a face to your clients and access them more easily. The importance of this work is due to the fact that the number of subprofiles that we can find is brutal.
To better understand the Millennial profile, I recommend watching the two talks below. In the first, Simon Sinek gives us his own vision of the problems that the Millennial public faces, sometimes in a somewhat abrupt manner, but highly recommended to watch. In the second, Kelly Brown presents a Ted Talk entitled “Millennials, why are they the worst?” that can also help you to better understand this generation.
After laying some groundwork for the millennial public, we are going to put forward some recommendations related to the tourism consumption habits of this profile . At the same time, we must not forget again that there are hundreds of sub-profiles and their behaviour will vary at different levels, so actions must be adapted.
Multi-platform customer: Normally, they tend to prefer attractive search engines that make their life easier. In this case, platforms such as Skyscanner, Airbnb and Hostelworld, among others, offer different advantages such as easy use, multiple devices and easy payment options.
Multi-device customer: With the level of bookings on mobile devices constantly increasing, we can only expect millennials to use this method more and more. This tells us that we need to adapt the websites of accommodations, travel agencies, tourist destinations, blogs, etc., to all types of devices in order not to lose market share.
