1.
URBAN TRAVEL
Millennials Strike Back
Alex Barrera
alex@thealeph.com

2.
Got Teen?

3.
Millennials ARE travelling

4.
Source: American Multi-Generational Travel Trends Report.Expedia Group,2017

5.
1.55 million
Source: Athens International Airport Passenger Traffic Development

6.
1.55 million
Source: Athens International Airport Passenger Traffic Development

7.
VERY different behaviour

8.
Not Just
A
Paint Job

9.
Requires reforging

10.
WHY are they different?

11.
Motivation for
traveling
is changing

12.
Source: American Multi-Generational Travel Trends Report.Expedia Group,2017

13.
Disconnect from life & work

14.
Looking for answers

15.
Looking for answers
Source: MaJor Depression: The Impact On Overall Health.Blue Cross Blue Shield 2018.

16.
Millennial Equation
authenticity x safety x budget x convenience[ ]

17.
Authenticity

18.
Searching for adventures & experiences

19.
Verified Authenticity

20.
Safe & Successful

21.
Crowdsourced decision making

22.
“But ultimately, self-determination is the strongest measure of authenticity for this
group. For all of those experiences that do not depart from the norm of what previous
generations have chosen, it is the perception of having chosen their destinations,
activities and companions for themselves which underpins the feeling of authenticity.”
Source: Expedia Millennial Traveler Report.Future Foundation.2016

23.
Social Validation

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Convenience

25.
Smartphone is central

26.
Smartphone is central

27.
Connectivity ALWAYS

28.
One-click instant gratification
Frictionless
Fast
Flexible

29.
Millennial Equation
authenticity x safety x budget x convenience[ ]

30.
Source: Contiki.com

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HOW do they travel?

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Inspiration

33.
1/3 ALL TRIPS
Source: World Travel Trends 2018/19.ITB Berlin
4x Growth (2007 - 2017)

34.
Solo Travel
on the rise

35.
Source: Google Trends 2019

36.
More Solo Women

37.
More Solo Women
“According to Megan Behrbaum, manager of strategic communications at REI, 59
percent of travelers on REI excursions in 2018 were women. Moreover, registrations
for REI’s women-specific travel adventures — which launched two years ago — more
than doubled from 2018 to 2019. Women are experiencing the world like never before
— and in the company of other women.””
Source: Why women-only adventure travel is surging.Washington Post.2019.

38.
Local connections influence destinations

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Accommodations

40.
Millennial Equation
authenticity x safety x budget x convenience[ ]

41.
Solo Travellers prone to alternative accommodations

42.
Millennial families

43.
Camping is the new black

44.
Source: KOA North American Camping Report 2019

45.
Source: KOA North American Camping Report 2019

46.
B&B Hotel Camping

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Design MATTERS

48.
Source: U by Uniworld

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Glamping (Glamorous Camping)

50.
Experiences

51.
Independence
to
choose

52.
Top Sightseeing

53.
Rare Sightseeing

54.
Kaisariani Monastery
Rare Sightseeing

55.
Source: Contiki.com
Personalization

56.
real-time
decision making

57.
Eating + Cooking

58.
Support local commerce

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Source: Deloitte Millennial Survey,2018

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Unique cultural events

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Wellness

62.
Millennial families

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Camping is the new black

64.
Capturing
Millennials

65.
Curate
Content1.

66.
Food content

67.
Music playlists

68.
Source: https://theculturetrip.com/europe/greece/articles/the-best-running-routes-in-athens/

69.
Flea Markets

70.
Celebrate User Generated Content (UGC)

71.
Source: Contiki.com
Design multi-style experiences2.

72.
Be Flexible: Let them switch styles day by day

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Eat with the locals YOU

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Unique characters

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Stress SAFETY3.

76.
Source: Contiki.com
Sustainability4.

77.
Convenience5.

78.
Connectivity
Smartphone
Data sim
Hotspot
Free (and fast) WiFi

79.
Concierge 24/7

80.
Payments

81.
Payments

82.
Redesign Loyalty Programs

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Bring experiences inside your space

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Families6.

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Families6.
“But perhaps the real surprise is not in the destinations themselves,
but in the age of the children who are traveling there; 62% of
traveling millennials have children who are under the age of 5.”
Source: Move Over Gen X: Millennial Families Are Traveling Now More Than Ever.Forbes,2017.

86.
http://www.slideshare.net/thealeph Alex Barrera (@abarrera)
THANK YOU
Alex Barrera
alex@thealeph.com