The Millennial Report: Use Wanderlust to Your Advantage

I was recently invited to a bachelorette party across the country. The bride expected all attendees to pay for their travel, lodging, food, drinks, and activities, as well as the bride’s expenses. 

In total, I would have spent about $2,000—but I didn’t spend that much money because I didn’t go at all.

You see, the bachelorette party was only half of the adventure. The wedding would also be just as expensive because it was held in a different country. I didn’t want to spend my money on what felt like someone else’s vacation.

As inconsiderate as I find this phenomenon, it seems to be relatively popular. I know plenty of millennials who love any excuse to travel. 

Wondering what’s driving this new trend? I think it stems from millennials’ desire to explore other cultures. So if you’re a retailer in the travel industry, you should take notice—there are ways you can leverage millennials’ obsession with wanderlust. 

Millennials Are Travel Junkies

Millennials love to travel, more so than any generation before them. According to research from Winspire, millennials plan to take 3 trips totaling upwards of $5,000 each year. 

But we don’t want to go to Disneyworld or see the Empire State Building where there are millions of tourists. We actively seek authentic, cultural travel experiences; interestingly, 86% of millennials travel specifically to experience new cultures. We want to blend in with our surroundings and observe what the locals do. 

Before the pandemic limited travel, millennials frequently extended their business trips and turned them into cultural vacations. I can personally attest to doing this—I once transformed a business trip to Guam to explore Japan. (It was also a great way to save money on flights!)

How to Pivot Marketing Strategies

What can retailers in the travel space do with this information? Use millennials’ desire for wanderlust to your advantage by keeping your marketing efforts relevant.

I’m convinced that millennials go on these excursions primarily to brag on social media. They mainly want to share their trip highlights with followers to show off their fun, exciting life. 

But not only are millennials posting their experiences on social media for others to see, but we’re also getting information on these platforms. We prefer to get our trip advice online through user-generated comments and reviews because they seem more authentic—even if they’re not. We tend to trust Reddit vacation reviews more than the articles that show up on Google. 

Knowing that millennials are suckers for insider tips and authenticity should shape how travel retailers market their organizations. Consider using Instagram’s geotag feature that populates user-generated photos to market your brand instead of staged or stock photos that can feel inauthentic to millennials. 

Then, using data and feedback gathered on the app, you can better target your millennial customer’s tastes and interests. 

Don’t let this opportunity to capture the millennial audience slip by. Contact Sophelle for more millennial marketing strategies.