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Millennials are an ambitious demographic group in regards to marketing in different kinds of sectors and tourism marketing cannot stay unaffiliated to this tendency. Without a doubt, this powerful generation born between 1981 and 1995 (approximately), where brands dedicate to their strategies, has changed this sector in different kinds of ways. We are immersed in the revolution of millennials!

39% of millenials pay for accomodation online


We just have to pay attention to travel agencies proliferating in the last couple of years: we are seeing stories coming to an end, since consumers are willing to purchase tickets and reserve hotels online. What is the reasoning to this? They are not fond of intermediaries, they actually prefer to avoid them. They move about their traveling planning with anticipation, in a lot of cases they do it with situ. 39% of millennials prefer finding accommodation online.


It is evident consumer behavior has changed and tourism marketing is a great mirror to all sectors, in this case, the tourism industry knows how to adapt to traveling habits and millennials interests. This demographic group are principal consumers for blogs, reviews, and forums before moving on to their next destination. Even though it´s surprising, according to Expedia, 43% of millennials are more reticent about traveling alone than other demographic groups.

Marketing content collects the importance of this, therefore, Marketing tourism has not only innovated this type of strategy, it also has to do with comprehending the importance of social media as an element to comment on what they are doing and sharing consumer experiences. So, tourism marketing and millennials this effective.

Marketing Content and social media: the best allies for millennials

It is a fact millennial consumers research and find information before going on a trip. According to the previous report, 42% of millennials agree most of their traveling preferences are based on pictures from their contacts, and what is really shocking, is 43% consider having likes and comments in social media is more important than appreciating the experience in a place. Before all this, quality content transforms to a magnificent tool to connect to millennials through Marketing Content and social media, through marketing content and social media. This is supposed to be the best opportunity for travel agencies.

Marketing recommendation: 42% of millennials confirm choosing a vacation destination is based on pictures from their contacts.

However, how can these brands target their audience in an efficient way? A lot of travel agencies are available in social media and blogs every day. The key is stimulating participation every day in your community and encouraging others to share pictures and comments. Your Facebook page or blog should be a self-escape to show the passion in regards to traveling. From attractive images to articles relevant to users about different places in the world (you do not only need to focus on your product).

You only need the adequate format and the correct channel so the content becomes easily viral; for example, videos. Facebook Pages like Trips to Corte Ingles allow social media to engage.


With these types of communications, a brand obtains several interactions and impacting their audience in an effective form.

On the other hand, content Marketing refers to, Trivago a sample based on strategies and sharing articles resulting in value and interest towards the audience; a brand puts a spotlight in content marketing, leaving with web traffic through social media.


Online Video, an important resource

We can see marketing content and social media are both essential in regards to tourism marketing towards millennials, however, we cannot forget about the online video. According to You Tube, video and travel viewers in this channel increase every year. Likewise, another Google report and Ipsos MediaCT confirm 65% use a video when they are thinking about going on vacation and 48% as a channel of inspiration when they are wishing to do what they want to do. Another channel from a tourism sector that is not passed.

The significance of traveling apps

Another relevant data to keep in mind is 3.0 tourist demands and does not trust publicity. According to this, tourism marketing is focused on recommendations, since social media is the most significant channel. In this virtual space, users mention and show off experiences to their friends or others who are interested in traveling. Brands should make the effort by offering a unique and delightful experience, without a doubt, travelers will talk about this on their way back.

We have to keep in mind a user will leave his or her opinion or feedback, overall, from their phone, which will help the tourism industry with their clients´. According to the Google study (about a sample from American consumers), a third of the consumers decide to download the travel app and it allows to proceed with a need in the quickest way possible.

travel apps

This is not the only reason, 44% is to find sales, whereas a 35% does it to find things to do before the visit. Let´s dig deeper: half of these applications are used once a week when they have been downloaded. This report, also confirms 8 out of 10 recognize they have not paid for the traveling app. 2 out of 10 are aware of that, 44% confirm they downloaded it because the content was relevant, 40% because it had good opinions, and 39% since the services offered could not be found in any other place.

The collaborative economy wins a piece of land every time.

If there is a sector winning the collaborative economy, those are the millennials. Acoording to eMarketer, Airbnb has found solid users in the millennial generation, in which they are willing to bet on this experience that this business model offers. In the first three months of 2017, the business attracted the bundle of cold of 106,9 million visits in their place, increased by 31% in relation to 2016. This number overcame the traffic web such as,,, Marriot and Hilton, only in the American market.

airbnb gráfico

This overwhelming data tell us the tourism sector, just like others sectors, is convicted to adapt if they really want to succeed in those millennials.


Having in mind young adults understand the travel experience as a learning experience and a way to confront personal challenges according to a study from World Youth Student and Educational Travel, the brands should take advantage of the narrative of social media and, on the other hand, it changes the way to sell the trip. Now, it is essential to understand the emotional part of the trip associated with the experience, not the tangible values.

What do you think? Do you think the rest of the sectors should take the example of tourism marketing?

¡Esperamos tus comentarios!


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