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July 22, 2016

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Targeting Millennial Travellers? Know Your Audience


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Think of millennial travellers: Are you picturing a stinky backpacker with too many hand-made bracelets and no money?
 
Stick with me and let’s see if I can paint a better picture. 
 
You may not see them in all-inclusive resorts, fine dining, or fancy cruise ships, but you will see them spending big on bungee jumping, scuba diving and parties on rooftop bars. Goes against the image in your head, but it’s the truth. 
 
In fact, they are spending more on travel than any generation. Otherwise known as Generation Y born between the early 1980’s and early 2000’s, these millennial travellers grew up watching the world change rapidly with the introduction and redundancy of technology right before their eyes. Their travel habits have grown unique compared to previous generations.
 
So what makes millennial travellers so unique? With a background in qualitative research before my entrepreneur days, I have carefully picked apart studies done by Visa, Forbes, TripAdvisor, and even some hotel chains. As founder of roammate - an app that help travellers beat the social pains of travel - and creator of a 4000+ member active Facebook group called "Backpacking Southeast Asia Alone",  here are some key interesting trends and habits of millennial travellers. 
 
1. They focus on new, and especially once-in- a-lifetime experiences.
They would rather spend the money on other things that are experiences like bungee jumping, scuba diving, parties on rooftop bars, even cooking classes. 
 
2. They are attached to technology and time is of the essence.
This is a time-effective and money-for- value kind of audience. Think wifi, apps, maps, photos, and checking in. Sites that load quickly, apps that are user friendly, hotels that have internet and 24 hour check in, and anything that makes life easy.
 
3. They are very social. 
They often even stay in hostels for the sake of meeting people when they could
have afforded a hotel, and meeting new and interesting people is one of their main travel goals.

4. They believe their peers.
Word of mouth and experiences of others will sway these travellers over advertisements. It is likely that they will even change their existing plans based on the experiences of travellers they meet. Focus on reviews, social media comments, and real testimonials.