Problem Statement: How can we attract more Millennial & Gen Z travellers to use our services? Company: AAA Posted On: MindSumo

1. Travel Assist

2. Travel is not merely a trip it’s rather a memory which people
cherish. And AAA has the golden opportunity to be the
reason behind that memory.

3. Before starting everything, let’s get into the mind of a
Millennial and Gen Z traveller by knowing their
needs/factors which govern any trip they might go on to.

4. The Important Factors
1. Safety: Safety is the first and foremost thing which pops
into the mind of any traveller, that how safe the destination
and the travel will be.
2. Price/Discounts: The next thing that a millennial/Gen Z
traveller looks for is the opportunity to travel at as low as
possible costs without compromising the comfort.
3. Comfort: A traveller always looks for a comfortable trip as
they derive pleasure from that and they do not want to
spoil that in any which ways.

5. The Important Factors continued…
4. Availability of Tickets: This is something which is very
critical in any trip, as without proper availability of tickets a
trip cannot even occur.
5. Travel Duration: This is an important factor for those who
gets uncomfortable in long duration journeys. So, lesser
the travel duration the better it is.
6. Stay: A stay is always expected to possess a more than
basic (kind of luxury) necessities. Like pool, bar, multi-
cuisine food, and many more.

6. The Important Factors continued…
7. Food: Proper food of all kinds should be available
throughout the journey and at the stay as well. As many a
times vegans usually suffer a lot when it comes to food.
8. Destination Local Travel Planning: Since, many travellers
are very new to the location they are clueless about which
place to visit first and what local mode of travel should
they use. So, any assistance at that time is very helpful.
9. Least pre-requisites: People do not prefer to carry too
much of luggage, and they expect everything to be
available at the destination itself.

7. Now, let’s ponder upon how do they book their travel.

8. The booking modes
There are primarily two types of travellers on that ground:
1. The Tech Ones*: Most travellers prefer using websites and
mobile apps. But, they mostly rely upon the mobile apps as
it is really very easy to access anytime and anywhere in the
world.
2. The Non-tech Ones: Some travellers who do not want to
rely upon the technology much, prefer to hire travel agents
for planning the entire trip.
*Note: Usually all the millennials and Gen Z follow under the category
of “The Tech Ones” as they use their electronic devices very often.

9. Let’s focus upon the pain points and problems.

10. The Pain Points
Although people might have different pain
point but we can still talk about the high
probability ones. But, still let’s not leave
any stone untouched so we will discuss it
all:
1. Dream and Learn: Decision making is a
difficult process and people avoid
performing intense research on the
destination. So, it’s always better if some
consultant (AAA) can assist them with that.
Travel Life Cycle*
*The points marked with red dots
are the most probable pain points

11. The Pain Points continued…
2. Booking: Booking is sometimes fairly
simple as people can just pay the money
via a multitude of online platforms. But,
still some struggle with getting tickets!
3. Anticipation: People’s expectations are
built on the online reviews and images,
so it’s always best to provide them wit
the most genuine ones.
4. Travel: This is one of the major pain
points of the people as many a times
Travel Life Cycle*
*The points marked with red dots
are the most probable pain points

12. The Pain Points continued…
they have to compromise with their
comfort just for the sake of cheap travel.
Example: They do not get good quality
food, clean rooms, or many a times the
hotel is just too far away from any scenic
point at the destination.
5. Reminisce: Reminiscence is based upon
people’s personal experiences and AAA
can capture and remind the travellers of
their beautiful trips of the past.
Travel Life Cycle*
*The points marked with red dots
are the most probable pain points

13. A case study – my personal experience
Here, I am sharing my personal experience of a travel where
the travel company accompanied my trip and it actually saved
my trip from being ruined!
Jumping directly to the pain point: I booked a stay at the hotel
via the travel website but when I reached the destination, the
hotel owner simply denied the booking and any kind of tie-up
with the travel website by seeing the high amount of travellers
in that season. Then I contacted the customer care of the
travel website (I was panicked!) and within an hour I got an
upgraded hotel near to that location with no extra charge.
*These are the situations which sometimes are not in the hands of the travel
company, but still getting instant person to person assistance is very relieving.

14. My personal travel concierge.

15. The Personal Travel Concierge (PTC)
Travel Life Cycle*
*The points marked with red dots
are the most probable pain points
Needs and expectations based on the pain points
and problems discussed:
1. The PTC should assist me with choosing the
travel destinations with genuine reviews.
2. The PTC should suggest me with the weather
conditions and what to carry with the luggage.
Eg. Raincoats, Woollens etc.
3. It should assist me with travel bookings and
person to person support.
4. The PTC should give me reminders about
important travel updates and traffic check.
5. It should take care of my local conveyance
after I reach the destination.
6. It should plan my daily travel based routine at
the destination, suggesting the locations to
cover without making the day jam-packed.
7. The hotel booking should be made close to
scenic points.

16. People merely travel, but to convert that trip into a
memory is AAA Travel Assist’s responsibility.