Younger consumers today inspire the future of almost every tech dominated industry, and it’s no different in travel either.
Where they often demonstrate their love for Avocado on Toast, the millennial and ever so often their parents too, are currently driving the concept of the aspirational travel.
Today the focus of travelling for them is not just about choosing the destination anymore. It is more about creating memories and awe-inspiring experiences. They turn to their friends, co-workers, and influencers within the growing social media world to find travel and vacation insights, and deals to support their newly discovered destination.
More often than not ,it is all about going to a place your friends have visited and clicking photos that are of the same place but different than theirs. It’s like an obsession, almost bordering on showing off!
Today the focus has shifted with splurging on food and drink experiences, followed by events and festivals and not to forget extreme or adrenaline sports. Culinary experiences for example are a major draw for younger generations. Infact there is actually a huge demand for such travel experiences.
Foodcations aka food vacations are the best way to experience a destination and are becoming more and more popular among travellers. Tasting your way through local cuisines and dining with locals are culinary experiences that can easily become a travel highlight.
Travellers are forever searching for unique experiences such as undersea accommodations, or culturally enriching activities. And how can we leave out Destination Weddings.
Taking a big bite of the MICE segment, destination weddings are literally eating the cake, and are considered a major travel induced experience. For instance in the context of the Indian tourism segment, it’s not rare today to see a family from the southern states of India selecting a location either in the Northern states or particularly in Rajasthan for hosting a destination wedding. In fact the fad is so contagious that many event planners are constructing replicas of Rajasthan palaces in the southern states hometowns/villages of the brides/grooms.
Innovations in transport, more flight routes, easy on-demand car rentals, as well as real-time public transport insights, the holidays are getting more varied and curated making vacations and other trips more personal and rewarding.
Social media use by the millennial has provided a significant boost in the travel and hospitality industry. High end travel companies are curating a destination and providing a unique rooted in “something real” travel experience for the millennial.
Travel makes us wealthier. When we see new places, meet new people and indulge in new activities, the experiences make us a different person. Travelling isn’t merely about stepping foot on a landmark, but also inhaling the essence, the culture and beauty of the place.
Have you ever had a unique travel experience? Or have some unusual travel goals? Do share in the comments.