Marketing to Millennial Vacationers
Nearly all Millennials want marketers to show their loyalty to them before they’re willing to return it, research shows. Millennial vacationers are no different, according to Points, “a loyalty currency management company that provides loyalty solutions to global brands and agencies.”
Loyalty programs “are big” for Millennials, because “95 percent or more of Millennials say they want their brands to court them actively,” according to recent Accenture research. Applying that finding to travel marketing, Points says this “largest generation now living in the United States” has $600 billion to spend each year, and some of that will go toward a vacation if the travel marketer is treating customers right.
Here’s how Points says travel marketers can treat Millennials so well, they’ll join their loyalty programs:
Not necessarily immediate, but quick gratification is what Millennial vacationers want to see. Make rewards easy to earn.
“Forty-one percent of Millennial travelers say they join hotel loyalty programs based on one key factor,” Points says, “the ease [with] which they can earn rewards. Travel programs should ensure that Millennial members can earn some kind of reward within a month of signing up.”
Create Experiences Rather Than Coupons
Counter to Accenture’s report, (opens as a PDF) which says Millennial retail shoppers are most influenced by coupons, Points says experiences trump discounts and rebates.
Instead, reward Millennial travelers with free in-flight WiFi and hotel upgrades.
Engagement Is Key, Especially on Social
“Whether it’s a contest or basic day-to-day communication,” Points says, “social media is a great platform for travel loyalty programs to engage with Millennials, who prefer to earn their miles and hotel points with interactions rather than payments.”
What do you think, marketers?
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