Millennials represent a major group for retailers to devise customer engagement strategies around, and at the same time, provide many questions as well for marketers. Tapping into this key segment’s mindset is an ongoing quest for loyalty marketers.
Well, when it comes to travel, Choice Hotels International shed some insight into this often elusive mindset.
“Millennials haven’t established allegiance with specific hotels yet, and there is such an amazing opportunity for companies to capture and build their brand loyalty,” said Patrick Pacious, executive vice president and COO at Choice Hotels. “As Choice continues to expand into upscale and urban markets, uncovering findings about this key demographic, such as millennials’ inclination to impress, the desire for freebies and instant loyalty program gratification is crucial.”
In a new study, Choice Hotels revealed the Top 10 unexpected travel habits of millennial adventurers.
Image is Everything: 27% of Millennials have stayed in a hotel to impress someone.
Live for the Now: 33% of Millennials would put off buying a home to take a dream vacation.
Foodies & Adventurers: 79% of Millennials say they are more adventurous about eating and drinking when traveling than when at home.
OId School Travel Methods: While 59% of millennials say online ratings and reviews determine their hotel selection, a shocking 35% of millennials would still use travel agents when deciding a hotel.
Get Rich Quick: 43% of Millennials believe you should receive your first rewards program benefit as soon as you sign up.
Experience is Everything: 12% of Millennials have quit their job to take a vacation or go to an event such as a concert.
Gimme Gimme Goodies: 69% of Millennials see freebies (such as snacks/sandwiches/to-go breakfast) as more important than opportunities for increased loyalty or reward points.
Comfy and Cozy is Key! Comfortable beds are the second biggest reasons Millennials will recommend a hotel to a friend (18%).
The Germaphobe Generation: 61% of Millennials carry hand sanitizer when traveling—more than any other generation!
I Can't Hear You: 30% of Millennials keep earbuds in their ears when traveling so people don't talk to them.
The survey was conducted in partnership with The Center for Generational Kinetics, which solves tough generational challenges with Millennials, Gen Y, Generation X, and Baby Boomers. The national survey polled 1,000 U.S. adults (between the ages of 18-65 between Sept. 30, 2015-Oct. 3, 2015).