M
illennials Seek
Authentic and
Shareable Luxury
Travel Experiences
By Kacey Bradley
Millennials killed the napkin industry. Millennials
killed the diamond industry. We’ve heard things
like this again and again. While traditional travel
agencies may see declines of young people stepping
through the door, research has found people aged
18 to 34 spend more money on travel than any
other age group.
For them, life isn’t about the material things — it’s
about the experiences. They don’t want just any
experience, but one that is authentic and shareable.
Gone are the days of package deals and all-inclusive
resorts. Millennials want to get off the beaten path
and have an adventure. They want to create fond
memories they can look back on for years to come.
MORE AUTHENTIC EXPERIENCES
Millennials have different expectations for their
travel plans than older generations. They demand
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memorable, authentic moments, something they
can’t get anywhere else.
What millennials are booking isn’t a vacation — it’s
an experience. They want to go where the locals
go and do what they do, whether it be cultural,
culinary or artistic. Not only do they want to learn
about a new place, but they also want to discover
something new about themselves. In fact, the top
reasons motivating millennial travel are exploration
and cultural immersion.
Inspired by the stories of complete immersion,
young travelers are no longer heading to South
America to party — they’re going to hike the Inca
Trail and discover Machu Picchu. They don’t want a
week of lazing about on the beach. They want treks
through the jungle, swims in natural hot springs and
dinners with local families.