6 Content Marketing Strategies to Reach the Millennial Travel Market

Amber Dunlap | Originally published November 14, 2017

Content marketing done right matters now more than ever to the millennial generation.

Engaging the globe-trotting millennial generation should be a major focus for every travel marketer. Not only are millennials the largest generation to date, but they are entering their prime spending years. According to Airbnb’s Millennial Report, travel is one of their primary spending goals, a higher priority than life events such as purchasing a home, starting a family or paying off debt. The key to effectively reaching the millennial consumer is your content marketing strategy.

The travel industry is in a unique position to meet the needs and desires of the millennial generation. Seeking authentic and fulfilling vacations, “post-COVID” millennials are already primed to buy what you are selling but only if you can communicate products in a personal and engaging way. Here are six content marketing strategies to help you tap into the travel-loving millennials.

Strategies for Marketing Travel to Millennials

1. Identify your niche audience within the millennial population:

Photo by Holly Mandarich

The millennial population is diverse and expansive with a global population at roughly 2 billion people, and ranging in age from 26-41 years old. So, marketing will need to be focused on a particular niche of this massive group in order to show an authentic message. A first step is to identify the type of millennial traveler that your company or destination serves. From there, you can identify your brand’s specific millennial traveler persona. For help in doing this, here is a resource for developing traveler personas to help you get started in the process.

2. Find out what type of content your niche millennial audience is looking for:

Millennials want to feel like your content was created with their interest (not their wallet) in mind.Fail to do this and you will quickly lose their interest and trust. In order to create tailored content try to employ listening tools, such as: formal market research, social media listening, and asking direct questions to your audience. Engaging with your audience beforehand will allow you to create informative, enjoyable content that captures attention.

3. Be on social media:

Millennials represent the largest and most engaged audience on most social media platforms today, most notably Facebook, Instagram, and Snapchat. In fact,"81% of Millennials admit to having used social media to find travel inspiration. The best social media content incorporates trusted influencers; Forty-six percent of Millennials said travel bloggers are their main source of vacation planning . It is also vital to make sure there is useful and relevant information, striking visuals and thought-provoking storytelling. As you will likely be linking back to your website via the content you share on social media, it’s also worth making sure that all of your content is mobile-friendly. So, create content that loads quickly, adapts to various screen sizes and is easy to read. An added bonus: Sharing your website content on social media helps boost the SEO of that content. More on that in our article, "A Quick Guide to SEO for the Travel Industry."

Photo by Hassan Nizam

4. Distribute your content through micro-influencers:

Micro-influencers have a smaller following, but tend to be more engaged with followers and therefore more likely to influence consumer behaviors. Establish that the influencer’s interests and posts are relevant to your marketing campaign. Also, make sure the micro-influencer is well-established and has a following that matches your target millennial audience. You can do this by reviewing the influencer's posts for quality and consistency, checking for organic engagement and evaluating their followers’ demographics. Luckily, a simple google search can present lists like this one of the top macro/micro influencers from 2022 . We dive deeper into influencer marketing and how to integrate it into your marketing strategy in our article, “Are influencers an effective tool for marketing travel?”

5. Do not sell:

According to FutureCast, 50% of millennials would be more willing to make a purchase from a company if their purchase were to support a worthy cause . Traditional advertising will not work on millennials due to its inauthenticity. Instead, content must provide value in a way that makes millennials feel like they are learning and not just being sold to. Companies like Airbnb and Generator Hostels are great examples of travel brands that are featuring and promoting valuable and inspirational content around the travel lifestyle and values that speak to their unique millennial base. By positioning your travel product as a complement to authentic and useful content, you will better connect and gain the business of the millennial customer. 

6. Try video content:

Video content, as a marketing tool, can be an effective way to reach the millennial consumer. When done right, video is authentic and engaging, it features well on social media channels and tech devices, and it’s inherently share-worthy. According to a study by Animoto in 2015, 80% of millennials find video helpful during the initial research phase of their purchasing decision while 74% of millennials find video helpful when comparison shopping. Video content alone can be both a means and end to breaking through the content noise and reaching millennials throughout the customer journey. 

GLP’s recent campaign with “Visit Portland” is an example of authentic storytelling used to highlight the vibrant arts, community, and creativity of Portland artists and local businesses. The character-driven stories in this film series reframe the traditional view of Maine, highlighting the range of contemporary art being produced in Portland and the ways in which the lively arts community enriches the lives of both Portlanders and travelers (watch below). 

About GLP Films

GLP Films (GLP) is an award-winning, full-service content marketing agency that empowers brands to accelerate growth, positive impact, and sustainability through strategic storytelling. Since 2008 GLP has been telling local stories globally through beautifully crafted video, engaging content and communications campaigns, and a people-first approach. 

Want to inspire, create change, and embrace sustainability through storytelling? Send us a note at team@glpfilms.com and check out our work at glpfilms.com.