Millennial Travel Preferences & The Environment

Lately I’ve been thinking a lot about millennial travel trends, and what they mean for sustainable travel. This might be somewhat narcissistic and seen through rose colored glasses because I’m a millennial myself. So please feel free to chime in on this topic in the comments. First off, the reason I think this topic is important to consider is that millennials are an ever-increasing segment in the travel market. By 2020 more than half the global workforce will be millennials wielding strong purchasing power. In addition, millennials are already the largest segment of business travelers.

Millennials are naturally more environmentally conscious than their predecessors, having grown up facing the reality of some some tough environmental issues that were unimaginable to previous generations. According to an MIT survey, millennials self-describe as being more concerned about protecting the environment than older generations. And further cementing the trend, Generation Z (born after 2000) seems to be following in their footsteps. Thus, the incentives for travel companies to improve their green initiatives and in turn capture a higher market share is huge.

There are some other distinguishing trends amongst millennials that lend themselves to green and sustainable travel choices. Millennials are more concerned with experiences over material things, and up to 75% of millennials are looking for travel experiences where they can learn something new. This trend lends itself to eco-tourism where travelers can experience and learn about the natural environment and conservation of their destination. Millennials are also more interested in living like a local, which means they want stay where the action is and where they may not need a car to experience their destination. Living like a local also pertains to trying new foods, and millennials are more health conscious than their predecessors, and more concerned with where their food comes from. One final trend that I’d like to mention is in regards to bookings. Millennials are highly influenced by social contacts and recommendations from friends and influencers rather than traditional advertising. Thus, it is important for travel companies to provide a genuine and unique experience that will create buzz.

I hope these insights help you or your business in some way. Have a great day.