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analysis


“A QUARTER OF MILLENNIALS BELIEVE THAT ‘ONLY RELAXING’ ON HOLIDAY IS BORING”


media while they’re there, according to Jeavons: “We’ve found that the special stays that we have on some of our trips really appeal — like staying in a treehouse in Thailand or in eco-lodges in Costa Rica. They’re unique, and are also Instagram- worthy. Social media plays a part with this generation; they want to share experiences with family and friends.” Seeing what their loved ones have experienced on their trip then influences millennials in their own holiday planning. Expedia’s research supports this — it found


that almost a third of UK millennials surveyed believed it was important that people commented on the holiday photos they shared on social media, compared to just 11% of non-millennials. The report points out: “This is not to say that


millennials are so superficial that the future of travel is one big generation making decisions based on what’s the most Instagrammable — or that their desire for social acknowledgement online is indeed superficial at all. Social validation and integration are ultimately universal human needs; what makes millennials remarkable here is how the mechanics of social media require they fulfil this need.”


MIXING WORK AND PLAY Combining a work trip with a personal excursion has led to the coining of the term ‘bleisure’.


Millennials are particularly open to this, according to a 2017 report by serviced apartment provider BridgeStreet Global Hospitality which concluded ‘this is a generation that are natural inhabitants of the digital, blurred lifestyle and are very open to bleisure travel’. Partly, this is likely to be down to finances. As millennials are so keen on value for money, extending a trip that they’re going to be making anyway in order to take in the sights makes good financial sense. Sarah Clark, global general manager at


Topdeck Travel, says the company’s research found a quarter of millennials believe ‘only relaxing’ on holiday is boring, with over 40% looking to do something active, such as hiking, while on their trip. She adds: “As we see an increase in millennials looking to stay fit while travelling, we’ve begun to implement more active offerings for our customers. Recently we launched a ‘surfari’ trip to Portugal filled with surfing and yoga, as well as a ‘Bali active’ itinerary incorporating a high ropes course and whitewater raſting.” What we’re discovering is that Millennials are


definitely not passive travellers — travel is seen as an event for this group, and so operators who can suggest destinations offering an active experience will win hearts and minds, and future business.


38


ABTA Magazine | June 2017


IMAGE: GETTY


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