Luxury Hoteliers Magazine 3rd Quarter 2019 | Page 68

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 68 ILHA 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.