In this talk for the annual SETE conference in Greece, we cover the main trends defining millennial urban travel. What is their behavior, why is it like that and what strategies can tourist organization follow to make sure they're serving and capturing the needs of millennial travelers.

1. URBAN TRAVEL
Millennials Strike Back
Alex Barrera
alex@thealeph.com

3. Got Teen?

4. Millennials ARE travelling

5. Source: American Multi-Generational Travel Trends Report.Expedia Group,2017

7. 1.55 million
Source: Athens International Airport Passenger Traffic Development

8. 1.55 million
Source: Athens International Airport Passenger Traffic Development

9. VERY different behaviour

10. Not Just
A
Paint Job

11. Requires reforging

12. WHY are they different?

13. Motivation for
traveling
is changing

14. Source: American Multi-Generational Travel Trends Report.Expedia Group,2017

15. Disconnect from life & work

16. Looking for answers

17. Looking for answers
Source: MaJor Depression: The Impact On Overall Health.Blue Cross Blue Shield 2018.

18. Millennial Equation
authenticity x safety x budget x convenience[ ]

19. Authenticity

20. Searching for adventures & experiences

21. Verified Authenticity

22. Safe & Successful

23. Crowdsourced decision making

24. “But ultimately, self-determination is the strongest measure of authenticity for this
group. For all of those experiences that do not depart from the norm of what previous
generations have chosen, it is the perception of having chosen their destinations,
activities and companions for themselves which underpins the feeling of authenticity.”
Source: Expedia Millennial Traveler Report.Future Foundation.2016

25. Social Validation

31. Convenience

32. Smartphone is central

33. Smartphone is central

34. Connectivity ALWAYS

35. One-click instant gratification
Frictionless
Fast
Flexible

37. Millennial Equation
authenticity x safety x budget x convenience[ ]

39. Source: Contiki.com

40. HOW do they travel?

41. Inspiration

46. 1/3 ALL TRIPS
Source: World Travel Trends 2018/19.ITB Berlin
4x Growth (2007 - 2017)

48. Solo Travel
on the rise

49. Source: Google Trends 2019

50. More Solo Women

51. More Solo Women
“According to Megan Behrbaum, manager of strategic communications at REI, 59
percent of travelers on REI excursions in 2018 were women. Moreover, registrations
for REI’s women-specific travel adventures — which launched two years ago — more
than doubled from 2018 to 2019. Women are experiencing the world like never before
— and in the company of other women.””
Source: Why women-only adventure travel is surging.Washington Post.2019.

53. Local connections influence destinations

54. Accommodations

57. Millennial Equation
authenticity x safety x budget x convenience[ ]

59. Solo Travellers prone to alternative accommodations

60. Millennial families

61. Camping is the new black

62. Source: KOA North American Camping Report 2019

63. Source: KOA North American Camping Report 2019

64. B&B Hotel Camping

65. Design MATTERS

70. Source: U by Uniworld

71. Glamping (Glamorous Camping)

72. Experiences

73. Independence
to
choose

74. Top Sightseeing

75. Rare Sightseeing

76. Kaisariani Monastery
Rare Sightseeing

77. Source: Contiki.com
Personalization

78. real-time
decision making

79. Eating + Cooking

80. Support local commerce

82. Source: Deloitte Millennial Survey,2018

83. Unique cultural events

84. Wellness

85. Millennial families

86. Camping is the new black

87. Capturing
Millennials

88. Curate
Content1.

89. Food content

90. Music playlists

91. Source: https://theculturetrip.com/europe/greece/articles/the-best-running-routes-in-athens/

92. Flea Markets

93. Celebrate User Generated Content (UGC)

94. Source: Contiki.com
Design multi-style experiences2.

95. Be Flexible: Let them switch styles day by day

96. Eat with the locals YOU

97. Unique characters

98. Stress SAFETY3.

102. Source: Contiki.com
Sustainability4.

103. Convenience5.

104. Connectivity
Smartphone
Data sim
Hotspot
Free (and fast) WiFi

105. Concierge 24/7

106. Payments

107. Payments

108. Redesign Loyalty Programs

111. Bring experiences inside your space

112. Families6.

113. Families6.
“But perhaps the real surprise is not in the destinations themselves,
but in the age of the children who are traveling there; 62% of
traveling millennials have children who are under the age of 5.”
Source: Move Over Gen X: Millennial Families Are Traveling Now More Than Ever.Forbes,2017.

114. http://www.slideshare.net/thealeph Alex Barrera (@abarrera)
THANK YOU
Alex Barrera
alex@thealeph.com