Millennials are inspired by what they see on social media and plan their holidays accordingly. They want to experience traditions of the countries they visit. Hotels which embrace values of environmental sustainability and social responsibility are also able to convey an essential sentiment of authenticity that younger travellers greatly value.

Millennials also want to be able to share their experiences abroad with their friends and followers on social media. Some countries have been able to tap into influencer marketing with great success to boost their tourism industry thanks to picture-perfect experiences relayed on Instagram.

This generation of tourists isn’t satisfied with being beach bums; millennials want to experience adventures. More than 50 per cent of millennial travellers say their holidays are about discovering and experiencing new things.

How are luxe brands taking on the demand for bespoke services?

Luxury hotels are adapting to respond to millennial expectations

The good news for luxury hotels is they can incorporate elements of authenticity and shareability for millennials into their exciting offerings. These unique experiences can, for example, be provided by working with a hotel’s local community so guests can explore the surroundings on various day trips. Hotels can also work with local artisans and chefs to bring locally sourced elements to their hospitality experience. It’s then up to their marketing team to find sensible ways to communicate these values to potential travellers.

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