Marketing your adventure business to millennials, tourists and locals alike, can offer a unique challenge with a lucrative outcome. A survey done by Mintel, a London-based market research firm, estimates that millennials, in the U.S., will have $1.4 trillion to spend by 2020, and in 2015, millennials passed baby boomers as the largest living generation. There is no sense in denying that millennials can no longer be ignored. So, what are the best ways drive millennial travellers to your business? Here are four ways to tap into the lucrative Gen Y demographic:
1. Embrace Mobile Technology
ComScore reports that 1 in 5 millennials exclusively use mobile for their browsing, googling and social networking. That means that it’s more important than ever to make sure that your website for your business is mobile-friendly. There are few things that will turn off a millennial faster than a site that will not load properly on their mobile device.
There is also further opportunity to cater to Gen Y by offering mobile technology once they are your customer. This can include mobile check-in for accommodations, or on-the-go wi-fi for tour operators.
2. Optimize Your Brand Online
There are two main reasons why optimizing your brand online can help your tourism company attract millennial travellers. The first is – word-of-mouth matters to Gen Y. Millennials are quick to look at your business social profiles and search for that social proof offered by a “like” from one of their friends. The second reason is that millennials are quick to complain online. They will be the first to take their frustrations to Twitter, or popular review sites. Make sure you are showing the best of your brand in the first place Gen Y will look for it – online. It is nearly impossible to gain the attention of millennial travellers without a thoughtful web presence – a mobile-friendly website, social profiles and positive reviews on trusted third party sites.
3. Focus on Unique Offerings
More than any generation before, millennials are seeking experiences over possessions. They are also unhappy feeling like just another number, and are searching for ways to feel important and differentiated. You can target the millennial traveler by crafting tour packages or activities that are unique.
If you want to get millennials talking about your company on social media, then offer them a special, one-of-a-kind experience to brag about.
4. Engage in Authentic Marketing
It’s important to remember that Gen Y seeks authentic experiences from authentic brands. Authenticity should be key in everything you do, but most especially in the marketing you do for your tourism company.
The best way to beat out the competition is to create an honest message around your tourism business and the packages you offer.
The key to targeting the millennial demographic? Understanding their mindset, and gaining their trust.