A NEW DEFINITION OF LUXURY
Young travelers still want to experience opulence and
luxury while traveling. They want to sail around the
world and touch foot in every country. However, the
definition of luxury has changed to mean something
quite new.
Luxury is no longer a five-star resort with endless
food and alcohol. It’s not a pagoda on the beach filled
with down pillows and palm fronds. Now, luxury is
an authentic experience that can’t be replicated.
Millennials want the opportunity to share one-of-a-
kind stories and photos of their travels, inspiring both
motivation and envy within their followers.
For hotels and travel companies, this means providing
an experience rooted in something real and unique
— the selling point of that destination. If millennials
are heading to Egypt, they don’t want to spend the
day poolside at the hotel. They want to book a camel
excursion through the heart of the desert. They want to
ride dune buggies and learn how to sand surf.
An authentic experience could be as simple as having
a traditional meal with a local family and learning to
cook recipes passed down for generations. They want
to talk about daily life and common interests and have
something to hold onto even when arriving home and
going back to work.
THE SUSTAINABILITY FACTOR
Young people are aware of how their decisions
impact global environmental issues. They know an
influx of visitors can severely impact cultural and
ecological sites. They understand how tourism and a
high volume of spending can harm local populations.
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