The Millennial Mindset

Meeting with the board were Abby Howard of Pennsylvania Association of Travel & Tourism, Alyssa Rader of Dutch Apple Dinner Theater, Nicole Sutton of American Music Theatre, Sheila Contento of Crowne Plaza Reading, Kelsey Dixon of Heritage Hospitality, Jenny McConnell of Gettysburg Convention & Visitors Bureau, and not pictured, Ian Reddekopp of Earth Bound Tours.

Yesterday, NTA Board Member Cathleen Johnson of Edelman gave a presentation based on Edelman’s “8095” generational study to the NTA board of directors at their meeting in Lancaster, Pennsylvania. (Johnson will also lead a seminar at Travel Exchange, “Pathway to Understanding the Millennial Generation,” at 8:15 Thursday morning, Jan. 24.) Her presentation at the board meeting was followed by a focus group Q&A session with a group of Millennial who work in the tourism industry.

Here are some takeaways from the day to think about when creating your messaging (you can get a fuller look at this generation at Cathleen’s seminar).

The Millennial Mindset

Takeaways from yesterday’s meeting on Millennials, also known as Generation Y (the generation born between approximately 1980 and 1995, though birth year parameters differ by source):

From the Research

  • By 2025, 75% of the workforce will be Millennials.
  • Millennials don’t buy as much stuff in general. When they do buy, they tend to 1) buy in groups due to social buying sites like Groupon and 2) not pay full price.
  • They travel in groups for shared experiences, but they don’t think of it as “group” travel or tourism.
  • Sustainability is not just important, it’s necessary to this group.
  • This group is inherently digital; they didn’t have to learn it. Theirs is a one-click world: If you bore them in the first click you’ll lose them.

From the Focus Group

  • Remember that this generation is also made up of individuals.
  •  Giving back / doing good is a way of life for this generation. They need to see where their money and efforts are going, and they can with technology and new cause models.
  • Their travel is about how they’re going to change the world. They want to change the world and have the bragging rights. Inspire them to get them interested.

How are you speaking to the various generations in the landscape at the moment? Let everyone know in the comments section.

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  1. […] more information on the board meeting discussion, see “The Millennial Mindset,” an NTA blog entry. For the full lineup of education at Travel Exchange, follow this link. […]



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