Successfully managing travel for Millennials and Gen Z travellers means understanding their travel preferences and recognising just how different they are to traditional travellers of generations past. These digital natives crave authenticity, sustainability and hyper-personalised experiences. So, how do you cater to future travellers in this new landscape?
1. Recognise the real role of technology
Remote work opportunities, facilitated by technology, have fuelled the rise of this new breed of traveller who blends work and leisure seamlessly. So, cater to their needs by providing co-working spaces in accommodations, offering flexible check-in/check-out options and ensuring reliable internet connectivity throughout their stay.
The future traveller is tech-savvy and well-informed. They rely heavily on online reviews and social media recommendations. Travel companies need to prioritise transparency by providing accurate and up-to-date information about destinations, accommodations and activities.
Seamless technology plays a pivotal role in shaping the future of travel management. Travel companies need to invest in mobile-first experiences, from booking and itinerary management to real-time destination information and interactive guides. Augmented reality (AR) and virtual reality (VR) can also be leveraged to offer virtual tours or enhance on-site experiences.
2. Understand the need for enriching travel experiences
Gone are the days of the ultimate travel goal being 5 Star Luxury and Michelin-starred restaurants. Future travellers are more interested in immersive experiences that connect them with the local culture and environment. Think cooking classes with local chefs, volunteering opportunities with communities or off-the-beaten-path adventures. Travel is not just a destination; it’s the journey itself. Offer unique transportation options like train travel with scenic routes or hop-on/hop-off bus tours that provide flexibility and exploration opportunities.
These travellers are accustomed to the Sharing Economy and this extends to their travel experiences. Travel companies can cater to this by offering peer-to-peer accommodation options like Airbnb or partnering with locally based guides who can provide unique insights and experiences in the chosen destination.
Eco-consciousness is a core value for the new generation. They are actively seeking sustainable travel options, from eco-lodges and carbon-offset flights to destinations committed to conservation efforts. Catering to this demand requires transparency about a company’s environmental practices and offering eco-friendly tours and activities.
3. Personalise or perish
Imagine AI-powered itinerary suggestions based on a user’s social media activity or curated tours that cater to specific hobbies like photography or wildlife watching. Travel companies need to leverage technology to offer a high degree of personalisation and cater to individual wishes.
Individual well-being is another defining characteristic of the new generation of travellers. They are demanding travel experiences that promote relaxation and rejuvenation, incorporating yoga retreats, meditation sessions or access to wellness facilities in accommodations. Offer flexible booking options with opportunities to tailor itineraries on the go.
By understanding the priorities of the future traveller, travel companies can adapt their offerings and stay ahead of the curve. Focus on authenticity, sustainability and hyper-personalised experiences while seamlessly integrating technology. This will be key to success in this new era of travel.
