Travel agents traditionally targeted older travelers because of their disposable income and free-time to travel. However, as more Millennials are establishing themselves in the workforce and becoming full-fledged adults, it’s become essential to develop a strategy to reach Millennial travelers and expand business. Despite having smaller incomes and less vacation time to travel, Millennials travel more than any other generation (including Baby Boomers), and researchers predict that this trend will continue as their incomes and financial standings grow with age.
So, it’s helpful to consider: What motivates Millennials to travel? The short answer is experiences. Destination aside, trip planning is all about creating memorable experiences centered on culture, food, and “living like a local.. According to a survey conducted by Eventbrite in 2017, nearly 8 in 10 millennials say some of their best memories are from events they attended or experiences they enjoyed. And 7 in 10 believe that participating in these experiences make them feel more connected to other people, the community, and the world.
Millennials are the first generation of digital natives, meaning they’re accustomed to constant connection with others through social media platforms like Facebook and Instagram. This has led to a phenomenon the kids call “FOMO,” or fear of missing out then scrolling past posts of their peers having fun without them. According to Eventbrite, most Millennials (7 out of 10) base their decisions to attend certain events or experiences based on what they see on social media.
To help agents reach Millennial travelers –and anyone seeking travel experiences that allow them to feel more connected–Allianz Global Assistance has created the Become More campaign. This campaign, including banners, social media content , and print ads, makes it easier to talk about the importance of travel insurance. That way,your clients have the freedom to #BecomeMore on their adventures. And this inspired messaging taps into what’s truly important to them and why they’re traveling in the first place.
To learn more about the Become More campaign, sign into AgentMax Online, select resources, and then look for Become More on the left-hand side.
 Millennialsreport-2017. (2017, June 29). Retrieved December 13, 2017, from https://www.eventbrite.com/l/millennialsreport-2017/