Visual marketing platform provider Pixlee has published The Travel Marketing Guide to the Millennial Traveler : " A handbook for tourism marketers looking to reach, appeal to, and build lasting relationships with Millennial guests."

Highlights:

• Millennials (Gen Y) number more than 83M in the US - the largest American demographic group.
• Millennials spend $200B-$300B on travel annually.
• 66% consider travel a very important part of their lives.
• They take 3 domestic trips and 2 international trips annually, on average.
• Millennials are best reached with peer-to-peer content and personal stories, which social media help facilitate.
• 97% of them post about their travels on social media, and share that content with their friends.
• Other Millennials rely on that content for travel inspiration and research.
• They are more likely to seek travel recommendations via social media than are earlier generations.
• 85% of Millennials say they were inspired to book their most recent trip by online content.
• 89% say they plan travel activities on the basis of online content posted by peers.
• Three ways to reach Millennials on social media using peer-to-peer content:
  • Create Instagrammable moments; display guest photos of your location to jumpstart user-generated content.
  • Hire social brand influencers to craft a digital story that resonates with Millennials.
  • Feature content around activities, especially food, shopping and adventure.
• Remain multi-threaded on digital:
  • 90% research travel via desktop; 89% book.
  • 74% research via smartphone or tablet; 46% book.
• 60% of Millennials say value authentic experiences over consumer goods.
• Things Millennials like about accommodations:
  • Trendy interiors
  • Shared workspaces
  • Free bike rental
  • Happy hours
• Bleisure is popular: leisure experiences woven into a business trip.
• Millennials are loyal when they see immediate and convenient returns from their loyalty.
• 66% of Millennial frequent travelers say "unique rewards" are an important factor in choosing a loyalty program.

Be careful with "Hire social brand influencers." That may work for a while, but the majority of Millennials are (I hope) not stupid.