As more millennials turn 40, the travel industry is focusing on meeting their tech and wellness needs as well as their growing families.
Yet, they still value "the idea of vacationing over adding a few more dollars to their savings," according to a report from GWI Travel. They are "way out in front of other generations" in deeming vacations to be very or extremely important to them, according to its research.
With their vacations no longer defined by spring break sojourns or backpacking on the cheap, millennials are seeking trips that focus on mental health and relaxation. With finite vacation time, younger travelers are intentional about how they fill their itineraries, she said. Millennials made up nearly half of Airbnb's customers in 2022 — more than the combined totals of Gen Xers and boomers combined, according to the British market research firm YouGov.
Not only do Airbnb rentals often have additional bedrooms — ideal for little ones who are fast asleep by 7 p.m. — but some also come stocked with cribs, high chairs and toys.Multinational hospitality companies have launched brands that target millennials — such as Moxy and Aloft by Marriott, Canopy and Curio by Hilton, and Even and voco by IHG, to name a few.
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