Marketers and companies within the travel industry are rapidly implementing strategies to gain the loyalty of the Millennial Traveler: 18 to 30 year old business travelers who are expected to be the largest segment of the travel market by the end of the decade.
Lee McCabe, global head of travel at Facebook, states that, "Millennial Travelers want spontaneity and they want to be connected, and with Facebook, they can see which hotels their friends have stayed and liked. The face of travel has moved from having one person as an expert to having your friends as the experts. Airlines and hotels have to understand and move with the Millennial generation and technology."
McCabe emphasizes that the travel industry is targeting young travelers at the places they are going, the websites they are visiting and the devices they are using on a daily basis. "Companies now have smartphone only rates to target Millennial Travelers on their smartphones," McCabe commented. Founder of cool hunting, Josh Rubin, says that, "The Millennial Traveler travels differently, they have a sense of entitlement, they are ready for something new and they are very open to a company that can mirror that."
The Marriot International hotel has already implemented plans for the AC Hotels by Marriot to target the younger and technologically aware Millennial Traveler and their growing purchasing power. By 2020, the younger, more racially and gender diverse Millennial Traveler will account for over 20 percent of business flights, a segment usually dominated by middle-aged men.
Personally, I think the companies that are able to integrate and create a synergy between technology, social utilities and concepts to offer an efficient and memorable user experience from booking to checking in and checking out will be the ones that will stand out and appeal to Millennials. They will be the more likeable, shareable and talked-about companies on social media, which will have an influence on their bottom line.
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