Middle-aged millennials have arrived.
As more millennials — often defined as those born between 1981 and 1996 — turn 40, a generation long defined by youth transitions to a recent phase in life.
They usually’re bringing their tech-savviness, social consciousness and spending habits in tow, which is transforming a travel industry intent on staying ahead of the times.
For starters, millennials are traveling at higher rates than other age groups, edging out the far wealthier baby boomer generation, in line with the research company Morning Seek the advice of.
“In the case of nearly all travel behaviors, millennials are the generation most probably to have interaction — they usually achieve this often,” said Lindsey Roeschke, travel and hospitality analyst at Morning Seek the advice of. “For instance, 18% of millennials have taken three or more domestic flights up to now yr, in comparison with 10% of Gen Xers and 6% of baby boomers.”
Also they are traveling otherwise from those that got here before them, she told CNBC Travel.
“They see travel for granted relatively than a privilege, and consider their travel experiences to be an element of their identity relatively than a check on a bucket list,” said Roeschke.
Spending, but not splurging
Money worries are causing millennials to delay the whole lot from home and automotive purchases to marriage.
Yet, they still value “the thought of vacationing over adding a number of more dollars to their savings,” in line with a report from GWI Travel. They’re “way out in front of other generations” in deeming vacations to be very or extremely essential to them, in line with its research.
The information company said that would explain their willingness to spend, but not necessarily splurge, on travel. Millennials are more likely than other generations to pay more for flights, but just one in five say they give the impression of being for top-of-the-line options when traveling, in line with the corporate’s data.
Though many millennials are saddled by student debt and squeezed by rising costs of living, they’re still spending to travel — but a few third less, on average, per trip than boomers over the past three years, according the insurance company InsureMyTrip.
What motivates millennials to travel
“Millennials are likely to be driven very much by experiences,” said Roeschke.
Millennials, together with Gen Zs, usually tend to spend money on experiences than on consumer goods (46% vs. 37%), in line with American Express Travel’s 2023 Global Travel Trends Report.
With their vacations now not defined by spring break sojourns or backpacking on the low-cost, millennials are in search of trips that concentrate on mental health and rest.
Compared with older generations, millennials and Gen Zs are prioritizing trips that concentrate on personal wellness (61% vs. 48%) and staying in hotels with spas and wellness services (60% vs. 43%), in line with the report.
Younger individuals are also more prone to be inspired to travel by movies and TV shows in addition to social media platforms comparable to Instagram and TikTok.
And traveling sustainably is crucial to those 40-something and below.
Some “82% of Gen Z and millennial travelers say they’re excited by occurring a vacation that has a minimal impact on the environment in 2023, in comparison with 72% of Gen X and 64% of boomers,” said Audrey Hendley, president of American Express Travel.
With finite vacation time, younger travelers are intentional about how they fill their itineraries, she said.
“From eating local foods and fascinating in self-care, to shopping at local businesses and visiting the locations of favorite TV shows and flicks, personal passions are having a significant impact on trip planning,” Hendley said.
Where millennials stay
Frederic Lalonde, CEO of the travel app Hopper, said its customers are twice as prone to stay in a house than a hotel.
“It’s all driven by our primary users, who’re millennials and Gen Z,” he said on the Skift Global Forum 2022. “We’re now seeing these two generations begin to ascend to economic power … theoretically, all Hopper has to do is wait.”
Millennials made up nearly half of Airbnb’s customers in 2022 — greater than the combined totals of Gen Xers and boomers combined, in line with the British market research firm YouGov.
Many millennials are actually parents and are traveling with their children, said Morning Seek the advice of’s Roeschke.
Since 2019, Airbnb home rentals increased essentially the most amongst travelers with children aged six and younger, in line with the corporate.
Not only do Airbnb rentals often have additional bedrooms — ideal for little ones who’re fast asleep by 7 p.m. — but some also come stocked with cribs, high chairs and toys.
Hotels: brands and baby items
Hotels are attempting to claw back a few of that business.
Multinational hospitality firms have launched brands that focus on millennials — comparable to Moxy and Aloft by Marriott, Cover and Curio by Hilton, and Even and voco by IHG, to call a number of. The brands appeal to younger travelers through interior decor, wellness services, and even free cocktails.
The exclusive hotel brand Aman is even getting in on the motion. The 35-year-old luxury company is about to open Janu Tokyo, the primary from its recent “sister brand” later this yr.
Janu Tokyo can have six restaurants and a 4,000-square-meter wellness center — the biggest of any luxury hotel in town, in line with Aman.
Source: Aman Resorts
Janu was created in response to demand from a wider cohort of guests, said company CEO Vlad Doronin. It’s got “the hallmarks of the Aman offering when it comes to service and excellent design, but with a unique pace and spirit,” he said in a press release announcing the hotel’s opening.
The posh hotel and resort company Shangri-La launched the millennial-minded Hotel Jen brand nearly a decade ago.
Subsequently, its hotels strived to make “family experiences” a key a part of its marketing strategy across its brands, with themed kid’s rooms and floor pantries stocked with diapers, bottle sterilizers, baby bathtubs and Stokke strollers.
The family pantry at Shangri-La Singapore has a washer and microwave, plus strollers, travel cots, high chairs and games for young children.
Source: Shangri-La Limited
The IHG-owned Kimpton group of hotels is also winning over millennials with a robust concentrate on tech, wellness and animals — “In case your pet suits through the door, we’ll welcome them in,” in line with the web site.
Kimpton is making a play for young families too, addressing a pain point familiar to those traveling with babies: on-demand fridges which can be cold enough to soundly store breast milk.
Kimpton also partnered with the newborn company 4moms to supply infant seats and play yards to guests, and the scooter company Micro Kickboard to assist kids go the space with parents who’re still adjusting to the slower pace of family travel.