Recommend August 2018 - 10
contiki USA
How to Sell to Millennial &
Paloma Villaverde de Rico
How are Millennial & Generation Z
travelers the same? How are they different?
What makes them tick when it comes to
travel planning and booking? Are these two
generations that sit side-by-side looking for
the same travel experiences and destinations?
What role does social media and technology
truly play in their travel decisions?
For your business to continue to grow well
into the 21st century, these are the questions
you need to be asking yourself. Millennials,
even with a growing family, aren't leaving
the travel scene behind, and Generation
Z, those born from the mid-1990s to the
mid-2000s, are being called "Millennials on
steroids" when it comes to their travel plans.
Two generations; two mindsets-here, we've
got some of the tips and tools you'll need
to effectively serve these dynamic, globally
minded, travel-smitten generations.
10 august 2018
For this report, we reached out to
tour operators who sell to these specific
demographics, as well as travel advisors,
including some who are Millennials
themselves; and we conducted a Millennial
& Gen Z survey on recommend.com to
get your take on what's happening with
these demographics.
Exploring the World Beyond the
Road Most Traveled
"Millennials," says Jacob Marek, founder
& chief explorer of IntroverTravels,
an affiliate of Tafari Travel, a Virtuoso
member, "tend to be motivated mostly by
uniqueness and a bit of travel envy. The
word 'authentic' I think tends to get thrown
around too often, but Millennials want to
experience the world through the eyes of a
local; if there is a scenic, Instagrammable
image to go along with it, all the better."
In culling through all of the responses
we received from both tour operators and
travel advisors, you get a sense that both of
these generations aren't afraid to embrace
the world and its myriad cultures. They want
to explore, not just go on vacation; they
want to understand the world, not just eat at
the best restaurant. At the core, they want
immersion, not just a visit to a destination.
Kelly LaSlavic, a sales team lead with STA
Travel-a student and youth travel agency-
notes that "Millennial travelers, and even
Gen Z travelers, that I have worked with
seem to be most motivated by their desire
to get more out of their travel than just a
vacation. A majority of my passengers are
traveling to be a part of something bigger
and are visiting more remote areas to provide
assistance and volunteer."
As Adam Cooper, president of Contiki
recommend.com
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