Millennials Trip-To-Toe Travel Experience

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Fulfilled Users Make a Profitable Business

When booking travel you’ll need to know what Millennials are searching for.  They are not interested in what your website says unless it is also what they want.

You may be losing business if you are not painfully aware of how these people decide to travel.

Millennials look for new experiences, but the fear of going on a budget without having the  opportunity to spend their money on what they really want to do is what haunts them the most.

According to Lindsay, Stone & Briggs Insights on Millennial Travel Behavior infographic, Millennials were 82% of people booking vacations.  Of those, 72% said they would like to spend more on experiences. Given that Millennials are such a large percentage of your client base, it is definitely in your best interest to get to know them better.

IN THIS WEBINAR YOU’LL LEARN,

  • Your main target when booking travel experiences
  • The journey experience on how booking an activity works
  • Simple improvements and strategies to power up your travel website

If you want to know more, you can read this related blogpost. You can also send your questions ahead for the Q&A session at dunzueta@nearsoft.com

WEBINAR ASSETS

Don't miss this webinar!

Save your spot!

Participants

Daniela Unzueta

UI/UX Designer

Ivonne Lopez

UI/UX Designer

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Millennials Trip-To-Toe Travel Experience

When booking travel you’ll need to know what Millennials are searching for.  They are not interested in what your website says unless it is also what they want.

You may be losing business if you are not painfully aware of how these people decide to travel.

Millennials look for new experiences, but the fear of going on a budget without having the  opportunity to spend their money on what they really want to do is what haunts them the most.

According to Lindsay, Stone & Briggs Insights on Millennial Travel Behavior infographic, Millennials were 82% of people booking vacations.  Of those, 72% said they would like to spend more on experiences. Given that Millennials are such a large percentage of your client base, it is definitely in your best interest to get to know them better.

IN THIS WEBINAR YOU’LL LEARN,

  • Your main target when booking travel experiences
  • The journey experience on how booking an activity works
  • Simple improvements and strategies to power up your travel website

If you want to know more, you can read this related blogpost. You can also send your questions ahead for the Q&A session at dunzueta@nearsoft.com

Participants

Daniela Unzueta

UI/UX Designer

Ivonne Lopez

UI/UX Designer

WEBINAR SUMMARY

Defining the booking experience target: Millennials

This text is extracted from minute 1:50

Also known as the “Me-me” generation, a millennial is this new generation of young people that will always know themselves and their needs better and before anyone else, they put themselves and what they want in first place.

The main target (for this specific case) when booking travel experience is defined by the following characteristics:

  • It’s a U.S. millennial (lives in United States).  
  • Its age range is 25 to 40 years old.
  • Travels more than 3 times per year.

Millennials represent 82% of the population that goes on a vacation, and 72% of them say they are willing to spend on experiences.

The journey experience when booking an activity

This text is extracted from minute 3:24

To understand how millennials book their activities a card sorting was performed to evaluate the information and architecture of the site, pages like Airbnb, Booking.com, Expedia, and Google Trips were the ones analyzed.

What we did?

A journey map to take into account what is it a millennial does to have control in the websites versus their reactions towards webpages where they were feeling out of control. This process was divided into several steps:

What will they do? How will they feel?

It was found that a millennial, when thinking and booking what to do, was looking for: unique experiences, something new, outdoor activities, an insider experience of the place (tours).

The booking experience.

The website is just a launchpad where they seek recommendations and do some research, compare ratings; and if they are convinced, start the journey as their own travel agent. By doing this they are in control of every part and detail of their trip (budget, itinerary, stay, etc.). It is very important for millennials to have all the options and aspects of their trip online.

Destination point.

Part of the traveling experience for a millennial is to feel like a local rather than a tourist. As their own travel agent it is important to have all the options (activities, food, trips, tours, etc.) available online in order for them to decide if that certain option adjusts to their budget and interest. It is not only about the trip but about the experience, if the trip/place has a meaning and an impact (cultural) in the traveler, the trip would be more valuable.

Millennials are looking for a “hand-picked” experience, is all about customization and personalization.

Tech lifestyle in the trip experience.

This text is extracted from minute 8:20

Mobile devices are part of the sharing experience and plan making. The best review is to see how real life people live that certain experience (let’s say a restaurant, a tour, a place, etc.). When searching for activities social media is, if not a first, a second step on the decision line of the trip, is not a final decider but a good reference to find first-hand how good or how bad that option is, a review external of the official website is way more trustable for millenials. Social media has become a reference for trips.

What’s to be done to help our website or app to hit the millennial market?

This text is extracted from minute 11:09

There are five main simple improvements to capture this market.

Let offers be available for them

Millennials like to have things planned and scheduled according to their schedule.

Testimonials

Stories told by real people, is a trustworthy tool when booking activities, is better to know about the place in real time rather than seeing stock photos and videos that are not updated.

Let your stars shine

The ranking people give to your experience is very important for a millennial, they look for options based on what real people think, see and live. Is better to have the rating and stars section at the top of your website, the rating and reviews need to take center stage of the site.

Be authentic

Offer activities that they will make them want to share it to the world, activities to make them feel unique, a “local” point of view and involvement in the activity is more appreciated that a typical tourist experience, millenials like to experience the cultural shock of the trip.

Get your toolbox

Millennials are willing to take your booking app anywhere they go, seek different activities, follow them up and share their trip. Technology is not only a tool for sharing the experience but for following it up; the best way to do it is to link your app/website to other relevant accounts such as google maps, google trips, etc. so they can be easily followed up.

How do U.S. millennials book their activities?

This text is extracted from minute 15:12

Summarizing, in order to effectively get to the millennial target we need not to forget these four behaviors and desires of our target that thrive their actions and decision making:

  • Experience is everything
  • Make them feel like locals
  • Technology is a guide
  • Let them be in charge
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