How To Market To Millennials

By 2020, millennials are forecast to make up roughly 50% of the global workforce, making this an important target market for companies around the world, reports Ann Ruppenstein in this week’s digital edition of Travel Courier.

In case it wasn’t already glaringly obvious, take note: a common trait that defines this group is a penchant for travel.

“Millennials are the fastest growing demographic travelling overseas,” says Sheralyn Berry, director of sales at Contiki Canada. “In Canada alone, there are 8.25 million millennials between the ages of 18 to 35 and they voted travel their No. 1 focus.”

While the definitions vary slightly, The Pew Research Center defines millennials as the generational cohort consisting of those between the ages of 18 and 34 in 2015.

MillennialMarketing.com refers to a millennial as someone born between 1977 and 2000, while many other companies suggest a start date of 1981.

For Contiki, millennials simply mean the core of its customer base, which focuses on 18 to 35-year-olds.
“Millennials are digitally connected, looking to peer influencers for direction and advice, and are your future travel client,” says Berry.

It’s not just the sheer volume of these travellers, but their mindset, that’s notable, according to Jenni Berg, business development executive at Contiki Canada.

“What we have found that struck us was how this demographic tends to bounce back from negative world events since they have grown up in a world with increased travel security,” says Berg, who recently returned from a trip to Turkey. “They are less likely to avoid an area of the world that may have had a recent terrorist attack or natural disaster.”

For the full story, check out this week’s digital edition of Travel Courier by clicking here.