What are the trends that are about to rock the world of tourism and marketing? Toposophy presented two of them to a packed crowd of tourism industry professionals at WTM London 2015. While it's true that lots of people in our are talking about Millennials, does the wider community understand quite how important they are as consumers now? It's also true that they're definitely not all the same. At Toposophy we take the Millennials market seriously in all the work we do, so we're pleased to share some of our insights with you.

1. SIX
NEW TRENDS
THAT WILL CHANGE THE WORLD
SPONSORED BY
@TOPOSOPHY

2. • Senior Tourism Analyst, TOPOSOPHY
• Specialist in Millennial traveller
trends and strategy
• Over 13 years’ experience in global
tourism policy (UNWTO, WYSE,
PATA)
• Consultancy and strategic advice on
making your destination ready for
next-gen travellers
• TOPOSOPHY: Helping Destination
Marketing Organizations become
Peter
Jordan

6. WE REVEAL THE BEST OF WHAT EVERY PLACE HAS TO OFFER

7. 2
TRENDS.
1
HOT TOPIC.

8. MILLENNIALS

9. WHY MILLENNIALS?
• E x e r t i n g h u g e i n f l u e n c e o n t o u r i s m
i n d u s t r y t h r o u g h d i s r u p t i o n a n d n e w
c o n s u m p t i o n p a t t e r n s
• D r i v i n g g r o w t h f r o m t h e e m e r g i n g
m a r k e t s
• N o w t h e b i g g e s t a g e g r o u p v i s i t i n g
E u r o p e f r o m t h e U S

10. FROM NOW ON THE TOURISM INDUSTRY
WILL HAVE TO BECOME
‘MILLENNIAL-PROOF’

11. What does
‘Millennial
Proof’
mean?

12. Becoming ‘Millennial Proof’
means becoming
FUTURE READY
• R e c o g n i s e t h a t M i l l e n n i a l s a r e
i n c r e a s i n g l y t a k i n g t h e b i g
d e c i s i o n s i n t r a v e l
• R e s p e c t t h e w a y t h e y w a n t t o p l a n ,
b o o k a n d e x p e r i e n c e t r a v e l
• A d a p t y o u r w h a t y o u ’ r e d o i n g
a c c o r d i n g l y

13. Millennials aren’t just your
‘customers’, they’re your best
ambassadors and strategists

14. Millennials mix
digital and
physical,
business and
leisure,
smartphones
and tablets,
reality and
fantasy. You
have to speak
their language
too.

15. M o d e r n i s i n g y o u r d e s t i n a t i o n
m a n a g e m e n t
C r e a t e t h e d i g i t a l a n d p h y s i c a l t o o l s
t o l e t M i l l e n n i a l s d o t h e e x p l o r i n g .

16. Will it change
the world?

17. C H A N G I N G T H E WAY T H I N G S A R E
D O N E
• To o m a n y i n t h e t o u r i s m i n d u s t r y a r e
d o i n g t h i n g s t h e o l d w a y, u s i n g o u t -
d a t e d t o o l s , p r o d u c t s & e x p e c t a t i o n s
• B y u n d e r s t a n d i n g a n d a d o p t i n g t h e
M i l l e n n i a l m i n d - s e t , y o u c a n p r e p a r e
y o u r p r o d u c t , s e r v i c e o r d e s t i n a t i o n
b e t t e r f o r t h e f u t u r e .
• Ta p i n t o y o u r o w n M i l l e n n i a l s a n d
h e l p c h a n g e t h e i r w o r l d

18. FROM NOW ON THE TOURISM INDUSTRY
WILL HAVE TO RECOGNISE THAT NOT
ALL MILLENNIALS ARE THE SAME

19. “1 in 3
Millennials Has
A Tattoo”
HuffPost Style, 16 Jan 2013

20. K N O W Y O U R M I L L E N N I A L S
A r e t h e y r e a l l y ‘ P L U s ’ ?
W h a t ’s b e h i n d t h e h e a d l i n e s ?

21. The same, but different
SCHOOL LEAVER / APPRENTICE
YOUNG PROFESSIONAL / STUDENT / ‘NEET’ PARENT /
MARRIED / SINGLE
16-18 , 18-20, 20-22,
22-24, 24-26, 26-28,
28-30, 30-32, 32-34

22. The same, but different
Millennials are defined by the times in which they
up: world events, the economy and social change.
Experiences of these differ around the world.
Source: PopulationPyramid
Gen Y
Gen Z

23. The same, but different
• Young people are very diverse. Their needs and tastes
can change rapidly as they grow.
• Understand young peoples’ self-expression through
consumption, especially in travel
• Look at wider consumer patterns and consider where
your brand sits.
• Consider how Millennials from different outbound
markets interact with you and each other.

24. W H AT M A K E S M I L L E N N I A L S T I C K ?
• L o o k b e y o n d t h e s t e r e o t y p e s
• Wo r k w i t h y o u r o w n M i l l e n n i a l s –
o f a l l a g e g r o u p s a n d b a c k g r o u n d s

25. T H E A N S W E R :
I N T H E PA L M O F Y O U R H A N D
• B e p r e s e n t , b e p e r s o n a l .
• M a k e y o u r c o n t e n t e y e - c a t c h i n g ,
b u t m o s t o f a l l , m a k e i t p r a c t i c a l

26. Will it change
the world?

27. K N O W Y O U R M I L L E N N I A L S
• Yo u c a n ’ t a f f o r d t o g e t t h i s o n e
w r o n g . M i l l e n n i a l s w i l l ‘ s w i p e l e f t ’ o n
c o n t e n t t h e y s e e a s i r r e l e v a n t o r
d i f f i c u l t t o u s e .
• R e f l e c t a n d r e s p e c t d i v e r s i t y a m o n g
M i l l e n n i a l s
• P e r s o n a l i s e d , t h o u g h t f u l a n d w e l l -
t i m e d c u s t o m e r s e r v i c e : m o b i l e
m a k e s i t a l l p o s s i b l e .

28. Your FREE guide to destination
marketing & Millennials:
‘Putting Your Place on the Millennial

29. NICE TO
MEET YOU
Acharnes, Athens, Greece | T. +30 210 8941610
F. +30 210 24 04405 | E. info@toposophy.com
pjordan@toposophy.com
+31 634581566
@TOPOSOPHY
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