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Urban Travel: Millennial travel trends 2019

In this talk for the annual SETE conference in Greece, we cover the main trends defining millennial urban travel. What is their behavior, why is it like that and what strategies can tourist organization follow to make sure they're serving and capturing the needs of millennial travelers.

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Urban Travel: Millennial travel trends 2019

  1. 1. URBAN TRAVEL Millennials Strike Back Alex Barrera alex@thealeph.com
  2. 2. Got Teen?
  3. 3. Millennials ARE travelling
  4. 4. Source: American Multi-Generational Travel Trends Report.Expedia Group,2017
  5. 5. 1.55 million Source: Athens International Airport Passenger Traffic Development
  6. 6. 1.55 million Source: Athens International Airport Passenger Traffic Development
  7. 7. VERY different behaviour
  8. 8. Not Just A Paint Job
  9. 9. Requires reforging
  10. 10. WHY are they different?
  11. 11. Motivation for traveling is changing
  12. 12. Source: American Multi-Generational Travel Trends Report.Expedia Group,2017
  13. 13. Disconnect from life & work
  14. 14. Looking for answers
  15. 15. Looking for answers Source: MaJor Depression: The Impact On Overall Health.Blue Cross Blue Shield 2018.
  16. 16. Millennial Equation authenticity x safety x budget x convenience[ ]
  17. 17. Authenticity
  18. 18. Searching for adventures & experiences
  19. 19. Verified Authenticity
  20. 20. Safe & Successful
  21. 21. Crowdsourced decision making
  22. 22. “But ultimately, self-determination is the strongest measure of authenticity for this group. For all of those experiences that do not depart from the norm of what previous generations have chosen, it is the perception of having chosen their destinations, activities and companions for themselves which underpins the feeling of authenticity.” Source: Expedia Millennial Traveler Report.Future Foundation.2016
  23. 23. Social Validation
  24. 24. Convenience
  25. 25. Smartphone is central
  26. 26. Smartphone is central
  27. 27. Connectivity ALWAYS
  28. 28. One-click instant gratification Frictionless Fast Flexible
  29. 29. Millennial Equation authenticity x safety x budget x convenience[ ]
  30. 30. Source: Contiki.com
  31. 31. HOW do they travel?
  32. 32. Inspiration
  33. 33. 1/3 ALL TRIPS Source: World Travel Trends 2018/19.ITB Berlin 4x Growth (2007 - 2017)
  34. 34. Solo Travel on the rise
  35. 35. Source: Google Trends 2019
  36. 36. More Solo Women
  37. 37. More Solo Women “According to Megan Behrbaum, manager of strategic communications at REI, 59 percent of travelers on REI excursions in 2018 were women. Moreover, registrations for REI’s women-specific travel adventures — which launched two years ago — more than doubled from 2018 to 2019. Women are experiencing the world like never before — and in the company of other women.”” Source: Why women-only adventure travel is surging.Washington Post.2019.
  38. 38. Local connections influence destinations
  39. 39. Accommodations
  40. 40. Millennial Equation authenticity x safety x budget x convenience[ ]
  41. 41. Solo Travellers prone to alternative accommodations
  42. 42. Millennial families
  43. 43. Camping is the new black
  44. 44. Source: KOA North American Camping Report 2019
  45. 45. Source: KOA North American Camping Report 2019
  46. 46. B&B Hotel Camping
  47. 47. Design MATTERS
  48. 48. Source: U by Uniworld
  49. 49. Glamping (Glamorous Camping)
  50. 50. Experiences
  51. 51. Independence to choose
  52. 52. Top Sightseeing
  53. 53. Rare Sightseeing
  54. 54. Kaisariani Monastery Rare Sightseeing
  55. 55. Source: Contiki.com Personalization
  56. 56. real-time decision making
  57. 57. Eating + Cooking
  58. 58. Support local commerce
  59. 59. Source: Deloitte Millennial Survey,2018
  60. 60. Unique cultural events
  61. 61. Wellness
  62. 62. Millennial families
  63. 63. Camping is the new black
  64. 64. Capturing Millennials
  65. 65. Curate Content1.
  66. 66. Food content
  67. 67. Music playlists
  68. 68. Source: https://theculturetrip.com/europe/greece/articles/the-best-running-routes-in-athens/
  69. 69. Flea Markets
  70. 70. Celebrate User Generated Content (UGC)
  71. 71. Source: Contiki.com Design multi-style experiences2.
  72. 72. Be Flexible: Let them switch styles day by day
  73. 73. Eat with the locals YOU
  74. 74. Unique characters
  75. 75. Stress SAFETY3.
  76. 76. Source: Contiki.com Sustainability4.
  77. 77. Convenience5.
  78. 78. Connectivity Smartphone Data sim Hotspot Free (and fast) WiFi
  79. 79. Concierge 24/7
  80. 80. Payments
  81. 81. Payments
  82. 82. Redesign Loyalty Programs
  83. 83. Bring experiences inside your space
  84. 84. Families6.
  85. 85. Families6. “But perhaps the real surprise is not in the destinations themselves, but in the age of the children who are traveling there; 62% of traveling millennials have children who are under the age of 5.” Source: Move Over Gen X: Millennial Families Are Traveling Now More Than Ever.Forbes,2017.
  86. 86. http://www.slideshare.net/thealeph Alex Barrera (@abarrera) THANK YOU Alex Barrera alex@thealeph.com

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