This document discusses how to attract and retain Millennials in the travel industry in Singapore. Millennials value constant progression and advancement. However, jobs in the travel industry are often not perceived as worthwhile, challenging, or offering opportunities for progression. To attract Millennials, the travel industry must rethink job frameworks to emphasize meaningful work, learning new skills, and clear paths for advancement. It must also improve perceptions of travel industry jobs by highlighting opportunities rather than limitations.

1. UNWIRING
SINGAPORE’S
MILLENNIALS

2. The
Millennials
People
born
in
the
Digital
Age
who
have
always
had
the
internet
in
their
lives.
Under
25
years
of
age

3. What
we
don`t
want
to
focus
on

4. Reality
check
Real
Virtual
world
world
REALITY
for
Millennials
No
difference

6. My
world
=
Communal
cocooning

7. ‘Full
control’

8. Self
image

9. ‘CAN
DO’
GENERATION…
SoluSons
are
always
available

10. The
result
• They
see
themselves
as
very
different
– “We’re
open
to
change
&
advancement”
– “We’re
much
more
global
&
connected”
– “We’re
cri8cal
thinkers…
we
ques8on
the
norm,
we
don’t
just
blindly
follow
the
machine
• Believe
the
‘old
way’,
the
‘old
mentality’
is
inefficient
–
given
the
opportunity
they
probably
could
do
a
beBer
and
more
efficient
job
• A
generaSon
of
confident
‘empowered’
individuals……who
operate
in
an
intensely
communal
environment

11. SO
WHAT
IS
DRIVING
THEM?

12. The
psyche
Driven
to
progress

13. Psyche:
Millennials
must
have
a
sense
of
momentum

14. ATTITUDES
&
BEHAVIOURS
TOWARDS
WORK

15. Want
it
now
• They
want
– instant
progress
– instant
success
• So
when
it
comes
to
work/
career
they
tend
to
be
focused
on:
immediate
results,
&
less
concerned
about
the
long
term!

16. I
want
to
be
significant
now
• Not
willing
to
wait
&
work
their
way
– “I’ve
done
a
degree,
so
why
would
I
want
to
start
my
career
shovelling
poop?”
• Prefer
to
work
for
a
big
name
‘status’
brand
today
so
that
they
can
ride
on
it’s
significance
now
• This
also
fills
them
with
self-­‐
belief
– “Give
me
the
opportunity
now
and
I
won’t
let
you
down”

17. Upgrade
now
• Obsessed
with
upgrading
• Not
necessarily
‘improving’
themselves,
but
more
about
adding
a
‘premium’
to
one’s
self:
– new
skills
added
to
their
CV
– New
achievements
are
milestones
in
their
development,
ie
overseas
trip,
industry
courses
• With
each
upgrade
comes
even
greater
expectaUons:
– Pay
increase,
be]er
Stle,
respect,
status,
etc.

18. Search
for
true
meaning
• Millennials
are
looking
for
a
job
with
meaning
– In
what
they
do
– Their
role
within
the
team
– In
how
they
can
progress
with
it
• In
absence
of
that
emphasis
on
money
&
status
–
anything
that
recognizes
their
progress.
• If
meaning
and
money
is
short,
they
are
quick
in
changing
jobs
and
even
industry

19. Passion
• Result
is
very
few
Millennials
are
truly
‘passionate’
about
their
jobs.
Highest
percentage
of
‘disasUsfied
with
my
job’
employees*
• Any
‘Passionates’
were
all
in
customer
interacUon
employment:
– Sales,
customer
service,
nursing,
etc
• Possibly
due
to
them
receiving
direct,
posiUve
‘feedback’
from
their
customers
which
recognises
that
they
are
mastering
new
skills,
and
making
a
difference
*WDA
study
2012
“Employee
needs”

20. TRAVEL
INDUSTRY
AS
EMPLOYER

21. A
problem
of
percepSon…
Not
for
‘smart’
people
Not
professional
“Not
an
industry
that
“Everyone
would
rather
aBracts
really
talented
work
in
an
office
in
people”
Raffles
Place.”
“It’s
low
paying,
so
they
“I
want
my
friends
to
don’t
even
want
good
know
I’m
doing
well”
people”
Embarrassing
Serving
a
no-­‐no
“I
tell
people
I
“In
this
society,
you
work
in
marke8ng
shouldn’t
be
in
a
job
first,
tourism
where
you
serve.”
second.”
“I’ve
studied
for
4
years,
“People
always
I
don’t
want
to
be
a
assume
you’re
server…”
wearing
a
costume
or
a
8cket
seller.”

22. A
big
perceptual
gap
Psychologically
driven
to
Offers
li]le
opportunity
progress
&
advance
for
advancement

23. How
the
travel
industry
a]ract,
retain
and
opSmise
Millennials
IMPLICATIONS

24. 1.
Rethink
job
frameworks
1. Offer
jobs
that
are
perceived
as:
-­‐ ‘Worthwhile’:
doing
something
that
makes
a
difference
-­‐ Challenging:
learning
and
achieving
new
skills
-­‐ Progressive:
offers
a
clear
path
for
personal
development
and
greater
income
-­‐ RecogniUon:
‘status’
8tles
&
constant
performance
feedback
are
cri8cal.

25. 2.
ReposiSon
Travel
industry
Psychologically
driven
to
Offers
li]le
opportunity
progress
&
advance
for
advancement
• Close
the
image
gap

26. The
perfect
example

27. Laurenz
Koehler,
Managing
Partner
Laurenz.koehler@duxtonconsulSng.com
DUXTON
CONSULTING