Millennials are seeking to explore destinations which offer sustainability. They are now more aware and conscious about the environment, which is driving the change in the way they travel as compared to previous generations
read moreThe travel landscape is rapidly evolving, and India is at the forefront of a tourism revolution driven by changing millennial travel behaviours. According to Bloomberg, 86 per cent of millennials now prioritise immersive experiences and cultural engagement when travelling. This shift has led to a surge in the sector post-pandemic, with millennials seeking out unique, authentic, and luxurious experiences.With the power of social media and digital platforms, travellers can now craft their own experiences, ensuring that their journeys are truly unforgettable. Sustainability, luxury, heritage, and discovering hidden gems drive millennials’ tourism choices, offering relaxation from their daily routine and 9-5 grind. This is an exciting time for the travel industry, as it embraces these changing behaviours and opens up new possibilities for exploration and discovery. The evolving phenomenon necessitates that the tourism industry caters to the experiences and preferences preferred by millennials.AdvertisementAccording to the American Express Travel 2023 Global Trends report, a striking 94 per cent of Indian travellers have shown their interest in exploring off-the-beaten-path destinations. The burgeoning interest in travel among Indian millennials presents a significant opportunity to come together and craft a seamless, immersive experience for them. Youth in India are increasingly embracing a lifestyle focused on aspirations and placing high value on travel and new experiences. There is a quest for an immersive experience filled with authenticity, cultural heritages and stories. This behaviour change has resulted in a significant increase in first-time luxury travellers seeking heritage properties for a staycation.The travel industry is currently witnessing a shift in the accommodation preferences of millennials as well, they are now seeking more immersive and experiential stays, adventure, and engagement with cultural heritage. Luxury travel, heritage walks, hidden gems, and adventure activities are emerging as prominent travel trends. Developing deeper connections with destinations, millennials are drawn towards stories and the historical context of a location, prioritizing meaningful experiences over picturesque ones. The hospitality and tourism sector should cater to these preferences by offering more personalized, authentic, and luxurious experiences, as well as providing greater flexibility and unique lodging options.The rise of social media platforms has revolutionised the way we explore the world, making it more accessible to the tech-savvy generation. Travel is now seen as a fundamental right by millennials and most of them consider it a top priority. They turn to social media for inspiration while looking for their next travel destination. Social media influencers and travellers have transformed into storytellers, significantly influencing the travel decisions of many young people. The travel industry is leveraging these influencers to connect with the younger generation. Leading hotels and resorts create experiences specifically designed to cater to millennial preferences and to be visually appealing for platforms like Instagram.Gone are the days when travellers relied solely on travel agents for trip planning. Today’s millennials and younger generations turn to the internet and social media for all their travel planning needs. They trust online reviews to make fully informed decisions. Hotel marketing has evolved in response to this shift, focusing on building brand loyalty and encouraging frequent visits in an era where online reviews hold great power. Numerous websites host communities of reviewers who rate hotels, restaurants, and activities. Positive reviews can solidify their travel decision, while negative ones can make them rethink their choices.AdvertisementMillennials are seeking to explore destinations which offer sustainability. They are now more aware and conscious about the environment, which is driving the change in the way they travel as compared to previous generations. They are opting for destinations and service providers such as airlines, hotels, restaurants, and tour companies based on their sustainability records and are willing to pay more for it. The tourism industry should start implementing sustainable practices to elevate the travel experience for millennials.In addition, millennials are now looking for authentic culinary experiences. They are opting for hotels and heritage resorts that serve local cuisines, cultural immersion, and opportunities to connect with nature. Millennials are reshaping the industry with their preferences, including authentic experiences, sustainable practices, and comfortable accommodation. To fulfil the need of the hour and foster the industry’s growth, the hospitality and tourism sector needs to explore these preferences and work on these arenas to meet their demands.AdvertisementThe author is an award-winning international hotelier, Executive Director of Noormahal Palace Hotel (India) and founder of London’s Iconic Chain of Indian Restaurants Colonel Saab. The views expressed in the above piece are personal and solely those of the author. They do not necessarily reflect Firstpost’s views.