It is a known fact that the millennial generation loves to travel. Over the last decade, millennials have influenced the travel and tourism industry in many different ways. Travel has ever since become more accessible and even more affordable. Social travel has made transitions happen in the tourism industry and changed the locations people prefer to visit. Millennials find any possible reason to travel, be it a romantic luxury getaway through a Ubud honeymoon package or taking a spiritual pilgrimage in Europe. Tourism has also seen an increase in diversity due to millennials wanting to experience more from travel. Tourism has even extended to medical tourism which is classified differently in different places all over the globe. Either by the digital innovations in travel, the improved tourism marketing or the reviews available all over social media, tourism has been greatly influenced by millennials.
Tourism marketing, a big part in the promotion of tourism across the world, has seen a huge transformation in this digital era. There has been a direct link of the millennial generation and how they acquire information towards the manner in which that information is delivered back. Time and again millennials have been called the most important customers for the travel and tourism industry. Due to this focus on millennials, a lot of companies have started to adapt to new marketing strategies. These include utilizing social media as the main platform for promotion and using influencers to increase the popularity of particular locations. A lot of countries have seen a tourism boom in locations that are more “Instagram appropriate.” The main traveling audience is young, therefore, the tourism industry has to find new ways of attracting that audience. The current generation has also focused a lot on luxurious travel as well as business travel. Both, being used as opportunities by the hospitality industry, hence, increasing luxury tourism as well.
Social media has definitely been one of the major reasons due to which tourism has been impacted by millennials. There are studies that prove that people are traveling for the likes a picture can potentially receive. Moreover, a lot of the times the likes and promotion a location is receiving can contribute to more travel occurring in that specific location. Social tourism, however, includes more than just likes, it includes the reviews that locations receive on travel websites and even the packages available through travel apps. Millennials are also choosing jobs that allow them to travel, and are more willing to leave their jobs in order to travel. Traveling is an important part of the millennial lifestyle, this importance that millennials put on travel has accelerated tourism in many parts of the world. The tourism industry is also consistently using new technological innovations in order to garner a greater audience. For instance, certain tourism companies are using virtual reality to attract their customers. Overall, the use of technology by millennials has created a shift in the market and allowed tourism companies to diversify their marketing techniques. Tourism is now more than just the curiosity of culture, it is a lifestyle and has become an important aspect of the millennial generation.