LA RELÈVE: Millennial Trends That We Simply Cannot Ignore, Joylyn Barroga, Collège LaSalle

Études, Marketing · · Commenter

Generation Y or Millennials make up those born between 1983 and 1999. They are the largest generation by population size today (79.8 million in 2016). According to Destination Canada, Generation Y or Millennials are the fastest growing travel segment and one of the largest and most influential groups of travelers worldwide. (Destination Canada)

Following are some trends these influential travelers are driving, worth noting in order to better cater to the needs and interests of millennial travelers.

Generation Y are tech-savvy. Pew Research Centre conducted a study of smartphone ownership and internet ownership in 40 nations. Among the 45,435 respondents, it was revealed that within nearly every country, Millennials (those ages 18 to 34) are much more likely to be internet and smartphone users compared with those ages 35 and older. In Canada, 100% of Millennials who were surveyed on the telephone use internet while only 87% of the older generations use it. Moreover, 94% of of Canadian Millennials have a smartphone while only 58% of the older generations own a smartphone. (Pew Research Centre) These data show that Millennials in many countries have higher propensity for technology usage than other generations. Not only is Generation Y hyper connected and digitally driven, but 97% of millennials also say that they share pictures while travelling, especially on Facebook, Instagram, Whatsapp, and Snapchat. (Gonzalo)

No other generation is more into the sharing economy than Generation Y. They use the services that provide access to products without the burdens of ownership. Uber, Etsy and AirBnB come to mind when sharing economy is mentioned. Maru/Matchbox, which surveyed 1,000 adult internet users in North America, found that Gen Y contribute in many aspects of the sharing economy more than older respondents. For example, 30% said they used AirBnB services, while only 11% of respondents ages 35 and older said they did so. (eMarketer) The trends involving Generation Y are without a doubt worth studying because these trends will help businesses in the tourism industry continuously evolve their marketing approach.

Source: Joylyn Barroga – LaSalle College, International School of Hotel Management and Tourism.