Know your Millennial Market
In the Philippines, millennials make up one-third of the population and are just now reaching the age of adulthood where they can choose their own adventures and invest in travel experiences.
As the spending power of millennials is projected to grow, the tourism industry is coming up with more ways to reach the younger consumers. That is why we need to focus our effort in attracting this generation to our hotels and tours.
Who are the Millennials?
Millennials are the young adults between the ages of 15 and 30. Born between 1980 to 2000, they are the generation that is connected through the internet and obsessed with social media, as with selfies. They are also a generation who have the money to spend and are passionate about travel.
Trends that Appeal to Millennials
Filipino millennials spend most of their time online on Facebook, Instagram, or watching videos on Youtube. They usually have the latest smartphones, mobile apps, and are into the latest trends.
Millennials value travel experiences, visiting popular locations and booking adventure tours. They love unique experiences that are one-of-a-kind or local. They also consider health and wellness to be important, so wellness travel and adventure travel appeals to them.
How to Reach Millennials
The best way to reach Millennials is through the internet. Millennials are the masters of smartphones and tablets. They do their research on-the-go, and will book with hotels and tour operators that allow mobile booking.
Hotels and tour operators must have an active presence on social media. Millennials use social media to keep in touch with their friends, family and business contacts. You have to entertain millennials and grab their attention. If your message to them is boring, they’ll just swipe you away and forget about you.
How to Appeal to Millennials
For millennials, their mobile phone is an integral part of their daily lives, so your hotel or tour website must have a mobile booking engine that allows them to make travel research and do bookings from their mobile phones.
Be active on social media. Post at least three times a week about your location, what’s happening in your area, what are the cool things to experience, the best food to try, the fun activities to do – these are the things millennials want to know about. Engage and interact with millennials by responding to them.
Free and fast Wi-Fi is one of the things millennial look for in a hotel as this allows them to stay connected during their vacation. Often a millennial would rather stay in a hotel without hot shower than stay in a hotel without wifi.
Tours that are adventurous, unique and Instagramable are often the choice of millennials. Create instagram friendly spots or picture perfect nooks in your hotel, bring them to unique locations on their tours and they will appreciate that.
Millennials love to eat and post photos of what they eat on social media. Food tours are fast becoming a popular choice. one-third of a millennials’ budget is spent on food. Offer food tours for them to experience the unique local food.