How can you design hospitality service experiences for millennial travelers in the travel industry?

Millennials are are typically those born between 1980s and the mid 1990s. Designing a hospitality experience for these set of travelers will require one to understand what drives them. Millennials are usually known for personalized experiences tailored to their preference and interests that usually involves exploring, solo travel, socializing and even volunteering. They also love technology, social media etc. Understanding what drives them can enable you create a memorable experience that can as well drive customer loyalty.

Millennials, as the largest travel demographic in 2024, have unique preferences that require innovative hospitality service experiences. Focus on experiences, not just accommodation: Adventure and transformation: Offer off-the-beaten-path experiences, local immersion activities, and opportunities for personal growth. Think wildlife conservation workshops, or volunteer programs. Culinary delights: Provide local cuisine options, farm-to-table dining, and food tours. Wellness and mindfulness: Cater to their desire for well-being with yoga classes, meditation spaces, and healthy food choices. Digital nomads and leisure: Create co-working spaces, high-speed internet, and flexible booking options for those mixing work and travel.

When you're custom-designing a vacation for a millennial client, it's important to understand the main reasons for their trip, regardless of their generation. While it can be helpful to identify what's trending among millennials broadly when working with a millennial client, it's important to avoid over-generalizing. Millennials are not a monolith, so be sure to find out what is important to that particular client when you're building out their itinerary. That said, asking the right questions is a crucial step in customizing a trip, so making subtle tweaks to your scoping questions to make them millennial-specific can work in your favor.

When it comes to designing hospitality service experiences for millennial travelers, it's all about personalization, technology integration, and sustainability. Millennials value unique and authentic experiences, so offering them tailored recommendations and immersive activities can make a big impact. Integrating technology like mobile check-ins and keyless entry can also enhance their stay. And don't forget about sustainability! Incorporating eco-friendly practices and promoting responsible tourism can attract millennial travelers who value these initiatives.

In recent years, there has been a huge increase in the demand for unique experiences among travelers, and millennial travelers are no exception. By understanding what types of activities your millennial clients enjoy in their day-to-day lives, you are better able to customize their experience. For instance, if you are working with a client who keeps an active lifestyle and enjoys cycling, it would be a great idea to find a bike tour for them as an activity option during their trip. They will appreciate the customized suggestion and you will have shown them that you're actively paying attention. Asking the right questions is so important, so be sure to keep your scoping questions very specific.

Millennials tend to be very aware of the importance of sustainability and are often more conscious of reducing their carbon footprint than members of other generations. When proposing a product or activity to a millennial client, be sure to highlight what actions that supplier takes to support the local community, economy, and environment in the destination they're traveling to. For instance, some cruise lines prioritize protecting the environment by banning the use of single-use plastics on board, which can be a great selling point for millennial travelers. Working with suppliers who support sustainability is so important, and your millennial clients will likely be aligned with this type of initiative.

Millennials are the first generation to have had even a partially digital childhood and therefore are usually very comfortable using technology in their day-to-day lives. As a travel advisor, offering your clients digital connectivity is a must. Using SaaS solutions such as itinerary builders, travel CRMs, and email marketing tools makes it much easier for your millennial clients to remain connected to you and your services. As an example, my clients have an itinerary app available to them (at no additional cost) that is customized to their trip. They have access to their complete itinerary and all of their relevant documentation (activity vouchers, reservation confirmations, museum tickets, etc.) right within the app. Convenience is key!

Creating memorable experiences for travelers is so important, and your millennial clients will often want to share them on social media. When you find and book unique experiences for your millennial clients that are specific to them and their interests, they are even more likely to post photos of the experience on their social channels, and may even tag you in their posts as a thank-you for gaining them access. Any traveler visiting Rome can walk by The Coliseum and snap a picture of it. On the other hand, a skilled travel advisor can get their clients access to behind-the-scenes areas of The Coliseum that the general public cannot access, making for much more interesting photos. Which do you think your millennial clients would rather post?

While it's important to recognize similarities between members of a generation, it's even more important to remember that we are all still individuals, and what may be right for one millennial traveler may be completely wrong for another. Millennials make up a very large segment of travelers, and this number will only continue to grow as millennials continue to age. Your goal should be to develop strong relationships with your clients, and with millennials being in their 30s and 40s, the potential for a long-term partnership is huge.