Outlining the needs of millennial travellers

Now, tour company Contiki has come forward to state – with the backing of a survey – that millennials are, in fact, on the lookout for new experiences when they travel.
In a phone interview from the Swiss Alps, chief executive officer Casper Urhammer (“I’m here for a meeting”) reveals that 65 per cent of respondents agree that experiences are the most important thing in life.
“Millennials are most interested in travel to learn about other cultures, above everything,” he said.
“They want to create meaningful social connections, with the locals they meet and the people they travel with. Which is why social travel is so great,” he said.
Conducted last year with over 5,000 respondents aged 18-35, the survey reveals that social experiences reign supreme (74 per cent), with cultural, food and intellectual experiences taking second, third and fourth places.
“Millennial travellers are essentially looking for local experiences. 
“Food is a significant driver of travel, where the types of places they go to and the experiences they want to have are very often centred around foodie experiences,” he said. He cited examples such as cooking classes in Italy and walking tours of markets in Barcelona.
Education and learning also proved to be popular. 
“We’re seeing an emergence in travellers wanting to learn a new skill while they travel, whether it be how to cook paella in Spain, or understanding the story behind the coffee bean in Costa Rica,” he said.
By definition, millennials are those born from 1980-94. However, being a millennial traveller is more about some key personality traits.
“There’s a desire for adventure and to see the natural beauty of our world. They want to put themselves out of their comfort zone and try new experiences. “It’s not just about looking at sights anymore, although that is still important. They now want to be hands-on and have immersive experiences in the places they visit and with the people they meet,” he said.
The new generation of travellers differs from their older counterparts in that holidays are not just a matter of seeking rest and relaxation.
“What might have changed is what they travel for,” he said.
It’s not uncommon for young adults to visit a destination just to see the filming site of their favourite TV show or catch their favourite musician perform in a concert.“We’re living in a world with a lot of information. People consume a lot of media and we are exposed to various contents,” he said.
Some of these contents, such as social media postings, can inspire one to travel, he said. The also highlighted the psyche of young adults.
“There’s increasingly more importance placed on a healthy body and mind, with our travellers continuously looking to stay healthy on the road through their meal choices, activities and less and less consumption of alcohol,” he said.
Millennials believe in equality and want to make a difference in the world. They also have a strong belief in multiculturalism and peace.
Those beliefs are also inspiring millennials to be bolder in making their decisions as well as to be more open to the idea of travelling.
“They are more amicable and are always up for an adventure,” he said. 
“Cultural experiences and local experiences are more important than partying.”
What are the top destinations for millennials in 2017? They are Europe, the United States, Canada and Japan.
“They all offer experiences,” he said of the common thread regarding those top destinations. 
“Travel to Europe still has the biggest appeal to the millennial audience, with USA coming in a close second, followed by Canada.”
Appealing to millennial travellers boils down to choice, connectivity, flexibility and free-and-easy time.
“We know millennials aren’t one homogenous group and don’t all want the same travel experiences. 
“They want a travel experience that reinforces their individuality but still with the safety and security that group travel provides,” he said. 
WiFi connection at accommodations is a necessity, he said.
Of course, “me time” shouldn’t be discounted, as millennials want to be able to explore venues at their own pace. After all’s been said and done, what does the future hold for the young adult travel market? Urhammer has his money on the resurgence in group travel.