Next generation travel and how to cater for the millennial market

Millennials, those born roughly between 1980 and 2000, are the largest generational group around today and are the generation most likely to travel, but what do millennials really want from travel, and how can apart’hotels and co-living brands best appeal to them? Live like a local For millennials and the millennial-minded, travel means so much more than a quiet two weeks at the beach. This group is typically looking for one-off experiences and immersion in local culture, to learn a new skill or take part in a unique activity. Co-living concepts, which combine the independence and flexibility of self-catered apartments with the amenities of a hotel, have flourished in recent years and are a perfect fit for this new generation of travelers. For example, our lyf brand, with its self-catering apartments, social spaces and experiential programmes have been developed for next generation guests to encourage them to forge connections and nurture a strong sense of community, so they can ‘live like a local’ when on holiday or traveling for business. Brands that are looking to attract similar followings should consider how they can maximise authentic stay experiences by incorporating curated events, local artist collaborations, attractions, and partnerships from the local neighbourhood. Bucket list locations Variety is key for millennials, who seek glamorous and Instagrammable locations such as New York, Singapore, Cannes, Berlin and Barcelona. Travel is something that millennials expect to be able to fit in around their everyday lives, and apart’hotels which are right in the heart of the action are perfect for those who want to experience the buzz of living in a city with all the best art, culture, music, food and nightlife right on their doorstep. Only connect Millennials are digital natives who live a large part of their lives online and expect to interact with businesses digitally, too. They get inspiration for their own travels via apps and social media, and post to social media when they’re away. Having a centralised app, which can take care of guests’ needs, is a huge advantage for this market segment, for example, we’ve developed the ‘Discover Asr App’, which enables guests to search for deals, customise their stay, check-in and check-out, opt out of housekeeping, share feedback on their stays, and make contactless payments. Many apart’hotels are tapping into technology to better connect with millennial travelers; the possibilities are endless when it comes to expanding the guest experience with technological innovations such as virtual reality and augmented reality technologies. Hotels and apart’hotels should carefully consider how these technologies will co-exist with their current customer experience offerings and ensure implementation is seamless and enhances their experience, rather than hinders it. ‘Life-work’ balance A healthy life-work balance is incredibly important for millennial travelers, even more so since the pandemic, and lodging concepts which combine work and play spaces, and cater for those who want to extend a business trip with a holiday, for example, are thriving. Communal spaces will be essential for encouraging that social hub feel at your venue. Consider what spaces and experiences can be shared; lyf Gambetta Paris’ residents will be able to enjoy a drink at the bar while waiting for their laundry at the on-site “Wash and Hang” laundromat or use the “Bond” social kitchen where they can meet, prepare home-cooked meals, take cooking classes or learn more about cuisines across the globe from other residents. Millennials present a huge, lucrative opportunity for the hotel industry and although they may travel differently to previous generations, implementing aspects such as shared spaces and immersive technologies could breathe new life into your venue or brand.