Millennials, shaking the way we travel par Kerlly Flores, Collège LaSalle

Millennials, whether we like it or not, are the generation that represents change. They have changed and shaped the way we interact with each other, the way we eat, the way we live and the way we experience life. Tourism is not outside of that scope. Previously, tourism was based mostly on trips to highlight attractions and all-inclusive resorts. Nowadays, Millennials are making a move on tourism and are trying to get more personal, it is no longer about the looks nor popularity but about fulfillness and authenticity.

Being the biggest generation of all time, Millennials represent “the most lucrative segment for businesses in the travel and tourism market” (1). Travelers who are part of this demographic cohort would rather use their savings on a trip than acquiring material things, this characteristic is one of the key drivers for this generation. In fact, according to Expedia, “72% of Millennials would rather go on a dream holiday than buying a brandnew car” (2). From this we can tell that Millennial tourists find more value on the experiences and memories they get from traveling, than the satisfaction they could obtain from material things. I can personally relate to the way millennials value their assets in life since I wouldn't save for years to buy high-priced cars or cellular phones while I could be investing in my personal wellbeing by travelling and learning things that go beyond the materialistic sense of life. 

Millennials are the major influencing segment of all generations, they grew up with the technology boom, therefore it became an essential and irreplaceable component of their daily life. With the use of technology and social media, millennials influence other travelers and set new trends among tourists. Nowadays, travel experts and amateurs share content that show the magnitude of the influence millennials have on other generations. A great example of this are the lists of “most instagrammable places to visit”. Instagram is one of the most popular platforms to share pictures on social media, from influencers to friends and family, we all post at least one picture of our trips to share our experience with our followers, actually, “56% of millennials have posted a photo or video on their social network while they are away” (3) and a 30% of millennials find very valuable sharing or collecting images online of things that represent their lifestyle (4). Despite this generation’s love for social media interaction and approval they have learnt to appreciate genuineness overall.

Authenticity has a different significance for millennials. Even though this term has been around in the travel and tourism industry for a while already, Millennials have reshaped the meaning of authentic travel experiences. It is not only about eating local food or living like a local, it is more about what do we learn about these trips, how do we connect with locals and their traditions and more importantly, the positive impact our trips have on the destinations we visit. In fact, “over 80% of millennials surveyed in each country say they are always looking for a unique travel experience and adventure when they travel'' according to Airbnb on their Millennial Report (5). In other words, people want to make a difference and leave a positive impact when they travel, they want to travel “with a greater sense of purpose” (6).

When it comes to living like a local and having authentic experiences, it also involves how millennials choose their accommodations, it definitely differs from the regular standard accommodation types such as hotels or resorts that their predecessors would book. According to GlobalData, “Millennials are more likely to book peer to peer accommodation than any other demographic cohort” (7). A notorious disadvantage of staying at a city center hotel is the gap the location creates between the local population and the tourists visiting the city. Similarly, when tourists travel to countries like Cuba, they usually stay at all-inclusive resorts where the gap is even wider since the tourists do not have the opportunity to absorb and experience the real day to day cuban life.

Traveling itself is essential for millennials, this activity has become part of their life and for some it is a tradition to follow and pass on and on. Going on a trip at least once a year is already part of their identity and for those less fortunate that for one reason or another are unable to travel as often as they wish, it is a desire and a dream to fulfill. Certainly, this generation gave a new meaning to what we know as tourism, they have gone beyond the superficial and have learnt the true significance of traveling abroad. At the end, it all resumes to this quote, by Kasidit Vongvatanapuntu, that I personally love: traveling opens your eyes, warms your heart and frees your mind.

Kerlly Flores - College LaSalle

References

1. Trends in Global Millennial Travel. Published by GlobalData, March 2019. <<aaaa.org/wp-content/uploads/2019/04/GlobalData-Trends-in-Global-Millennial-Travel-2019-03.pdf>>
2. Millennial Traveller Report, why millennials will shape the next 20 years of travel. Published by Expedia, March 2017.    <<foresightfactory.co/wp-content/uploads/2016/11/Expedia-Millennial-Traveller-Report-Final.pdf>>
3. Millennial Traveller Report, why millennials will shape the next 20 years of travel. Published by Expedia, March 2017.    <<foresightfactory.co/wp-content/uploads/2016/11/Expedia-Millennial-Traveller-Report-Final.pdf>>
4. Millennial Traveller Report, why millennials will shape the next 20 years of travel. Published by Expedia, March 2017.    <<foresightfactory.co/wp-content/uploads/2016/11/Expedia-Millennial-Traveller-Report-Final.pdf>>
5. Airbnb and The Rise of Millennial Travel. Published by Aribnb, November 2016. <<airbnbcitizen.com/wp-content/uploads/2016/08/MillennialReport.pdf>>
6. 9 Trends Shaping Travel in 2019. Published by Edelman, April 2019. <<hedelman.com/sites/g/files/aatuss191/files/2019-04/9_Trends_Shaping_Travel_2019.pdf>>
7. Trends in Global Millennial Travel. Published by GlobalData, March 2019.  <<aaaa.org/wp-content/uploads/2019/04/GlobalData-Trends-in-Global-Millennial-Travel-2019-03.pdf>>

Bibliography

AIRBNB. Airbnb and The Rise of Millennial Travel. Published by AirBnb. 29 September 2019. <<airbnbcitizen.com/wp-content/uploads/2016/08/MillennialReport.pdf>>

EDELMAN. 9 Trends Shaping Travel in 2019. Published by Edelman. 30 September 2019. <<edelman.com/sites/g/files/aatuss191/files/2019-04/9_Trends_Shaping_Travel_2019.pdf>>

FUTURE FOUNDATION. Millennial Traveller Report, why millennials will shape the next 20 years of travel. Published by Expedia. 29 September 2019.   <<foresightfactory.co/wp-content/uploads/2016/11/Expedia-Millennial-Traveller-Report-Final.pdf >>

GLOBAL DATA. Trends in Global Millennial Travel. Published by GlobalData. 30 September 2019. <<aaaa.org/wp-content/uploads/2019/04/GlobalData-Trends-in-Global-Millennial-Travel-2019-03.pdf>>