Generating valuable content for a destination in order to reach a new generation of travelers

“Millennials are the most diverse generation ever born in the Unites States; they are becoming the most educated generation in American history; and they are easily the most connected generation of all time.” ❧ This paper explores how the Millennial Generation—young Americans ages 13 to 30 – differs from all previous generations and the impact these changes will have on destination marketing organizations that rely on travel and tourism to bring economic benefit to a destination. ❧ This generation is unlike any other. Technology plays a significant role in a Gen Y vacation and few of them leave home without a laptop, cell phone or tablet. Millennials also place high value on the opinions of others and seek greater approval from their peers. They’re interested in capturing share-worthy moments through photos, videos and posts that show who they are or who they aspire to be. These travelers value authenticity and have less trust in large organizations. They want to hear real travel stories from real people, not scripted messages from a Destination Marketing Organization. ❧ Through primary and secondary research, I show that Millennials are less reliant on traditional sources to plan for vacations and to find entertainment once they’ve reached their destination. Traditional advertising messages are largely obsolete for these young travelers. Instead, they are reading reviews and asking friends online for recommendations. To build on what we’re starting to know about Millennials, I surveyed 100 Millennial travelers and, although they are not a representative sample, their feedback reiterates much of the existing research. Interviews with top travel bloggers also provide insights into current ❧ In order for Destination Marketing Organizations to remain relevant with an audience that mistrusts corporations and prefers to learn from fellow travelers and friends, they must learn to let go of controlled messages. Targeted advertising will not work with these tech-savvy researchers. Millennials want the locals’ perspective. They want to go where locals go, eat where other Millennials eat and stay at the highest rated hotel. So DMOs must also learn to encourage conversation among travelers. If local bloggers are frequenting a new, up-and-coming neighborhood, the DMO should highlight their conversations and cross promote. Lastly, DMOs must find and enable brand advocates. There are probably already several online journalists talking positively about your city. Find them and let them tell their story of your destination because real stories from real travelers are all that Millennials want to hear.