Millennial Market is #1 destination for travel brands

Working in lifestyle PR, we know that all brands need to understand and engage with the millennial market – and none more so than travel brands.

Millennials – those reaching young adulthood in the early 21st century – are a generation defined by the YOLO/FOMO mentality. They’re always on the look-out for their next adventure and in between trips they like to stay connected with the world at large.

 In 2016 millennials, took the more trips than any other generational group – travelling more frequently, for shorter periods of time than older generations. So this audience group should without a doubt be front of mind for travel brands marketers. 

Here are our top tips and insights for successful travel social and PR:

How can travel brands appeal to the millennial market?

  • Content is king -72% of millennials cite destination images as important when researching their holidays
  • Create a culture of contribution on social media – successful travel brands are inviting millennials to engage and become involved the brand, driving brand loyalty and increasing user generated content
  • Millennials spend more on travel experiences rather than hotels – activity breaks and tours are increasingly popular

How does your content get cut through? Top tips to remember:

  • Think like a publisher, provide purpose and depth
  • 92% of consumers trust recommendations from others, even people they don’t know, over branded content
  • 74% of millennials turn to social networks for guidance on purchase decisions
  • Build a network of highly target micro-influencers and influencers to tell the story of your brand and share their own experiences of your offering in an authentic way
  • 71% of marketers believe that on-going ambassadorships are the are the most effective form of marketing


*Wild West attended the ABTA conference ‘marketing to millennials in travel in June 2017.


Words: Aimee Rowe-Best

Senior Account Manager at Wild West Comms