Millennials Are Driving Meteoric Demand for New Travel Content
Skift Take
Some travel suppliers who feel confident that they're engaging with the next generation traveler just because they have social media channels are unaware of the value of custom content to share on those social media channels. And why it's valuable to those travelers.
Skift's latest trend report, “The Rise of the Millennial Traveler” launched yesterday. It is based on interviews with hotels, tourism boards, booking sites and various professionals discussing Millennial travel behaviors.
Following the research for this report, one of the primary themes that emerged was the seemingly unquenchable demand for content from the "Connected Generation."
The motivation behind this report stems from a survey last year sent to 14 destination marketing organizations (DMOs) in a major U.S. state asking what they were doing to attract Millennial travelers, or Gen Y, or simply the next generation traveler. All 14 said they were active on social media. Some of them added generic, non-differentiating comments about good nightlife, volunteer opportunities and value-priced accommodations.
"Those are important to Millennials," replied one tourism official.
And that, surprisingly was about it. Some of the DMOs involved in the survey are first tier desti
