As the pandemic eases, destinations should prioritise marketing efforts towards younger adults, with many open to travelling internationally in 2022. Recent research suggests that Millennials (individuals born between 1981-1996) are more likely to travel in 2022 and are ready to spend their additional income on a big trip.
Sentiment towards travel in younger adults is positive
Younger generations emerged as the most eager to travel according to a travel survey carried out by Avail, which compared travel sentiment before and after the pandemic. 71% of Millennials said they’re either making plans to travel more, or the same amount, in 2022. 68% of Millennials are either already planning or are considering booking their next big trip in 2022. This was followed by Gen X (60%), and Baby Boomers (51%).
Travel demands of Millennials should be a focus
Travellers within the Millennial cohort seek more experience-based holidays, with well-being becoming a trending aspect of their travel plans. In particular, no-phone zone retreats are becoming increasingly popular, since it is a widely accepted fact that younger generations are using technology more and more in everyday life, and these retreats could be viewed as a form of self-care and reflection. In turn, all of this means that sun and beach holidays, while still popular with older generations, may see a decline in popularity with Millennials. That is not to say sun and beach holidays should be ignored entirely when marketing towards younger generations, as some will still plan on taking a holiday purely for relaxation and experiencing a destination’s sun and beach product.
Millennials are influenced by responsible destinations
Millennial travellers are more likely to buy from brands that have established clear values, are inclusive, and focus on environmental sustainability. This is highlighted in GlobalData’s Q2 2022 Global Consumer survey, with 53% of respondents in the Millennial category stating they are either “completely” or “often” influenced by brands that support green/environmental matters, compared to 29% of the Silent Generation. Destinations need to ensure that they are transparent as Millennials have no qualms about doing their own independent research to form independent opinions, and these opinions will ultimately decide what destination they travel to.
Millennials are behind some of the largest behavioural and cultural shifts that are being seen across the world today. These behaviours will impact travel destinations for years to come. Destinations that captivate the Millennial market now will ensure economic sustainability for the future.