Working in lifestyle PR, we know that all brands need to understand and engage with the millennial market – and none more so than travel brands.

Millennials – those reaching young adulthood in the early 21st century – are a generation defined by the YOLO/FOMO mentality. They’re always on the look-out for their next adventure and in between trips they like to stay connected with the world at large.

[mk_blockquote style=”quote-style” font_family=”none” text_size=”12″ align=”left”] In 2016 millennials, took the more trips than any other generational group – travelling more frequently, for shorter periods of time than older generations. So this audience group should without a doubt be front of mind for travel brands marketers. [/mk_blockquote]

Here are our top tips and insights for successful travel social and PR:

How can travel brands appeal to the millennial market?

  • Content is king -72% of millennials cite destination images as important when researching their holidays
  • Create a culture of contribution on social media – successful travel brands are inviting millennials to engage and become involved the brand, driving brand loyalty and increasing user generated content
  • Millennials spend more on travel experiences rather than hotels – activity breaks and tours are increasingly popular

How does your content get cut through? Top tips to remember:

  • Think like a publisher, provide purpose and depth
  • 92% of consumers trust recommendations from others, even people they don’t know, over branded content
  • 74% of millennials turn to social networks for guidance on purchase decisions
  • Build a network of highly target micro-influencers and influencers to tell the story of your brand and share their own experiences of your offering in an authentic way
  • 71% of marketers believe that on-going ambassadorships are the are the most effective form of marketing


*Wild West attended the ABTA conference ‘marketing to millennials in travel in June 2017.


Words: Aimee Rowe-Best

Senior Account Manager at Wild West Comms