Skift Take

Millennial travelers represent a lucrative source of spending for travel brands but also a confusing web of contradictory habits than can be difficult to unravel. What deeper insights are really driving millennial travel habits, and how are marketers adapting their strategies to cater this surging age group?

Today we are launching the latest report in our Skift Trends Reports service, The State of Millennials and Travel 2016: A Study in Contradictions.

We know all about millennials, right? They’re all tech-savvy, love social media, love to couch surf via Airbnb and are generally pretty tight with their wallets. Not quite. It turns out that these 83 million Americans that fall under the millennial banner are a diverse lot and accommodating their needs means doing more than just creating a branded Snapchat account.

For instance, research reveals that millennials are strategically thrifty. They might skimp on a flight and hotel room for instance in order to splurge on a meal. Despite their affinity for social media, they also crave authentic, offline experiences. Despite their reputation for being immune to loyalty programs, millennials will stick with a brand if the perks are good enough.

This report delves into these contradictions and features interviews with top execs from Spirit Airlines, Visit Florida, and Generator Hostels, among others, on best practices for cozying up to Gen Y.

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NOTE: We have moved away from the PDF format for reports; now you can read them in the new, online HTML5 responsive-design format. Check out an example here.

About These Reports

This is the latest in a series of twice-monthly trends reports that brief readers on a specific trend, providing insight into the current state of the market, the context around the trend, and where the industry is heading in the near future.

After you subscribe, you will receive two reports every month — 24 in a year. Reports are available online in a responsive design format, or you can also buy each report a la carte at a higher price.

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Tags: millennials, research reports

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