How To Attract the Millennial Market? Trends to Watch

By Lorraine Abelow Founder & President, Abelow PR | February 18, 2018

What draws the demanding Millennial market to luxury travel experiences? Since they work hard and play hard, these travelers seek adventure in an authentic environment -- be it city or resort property. In today’s digital environment, it is vital to secure coverage in the outlets that are meaningful to them from Outside Magazine to Huff Post to Skift. 

Highlights To Follow:

1. What Is The Most significant Trend for 2018?

Experiential and authentic travel are the buzzwords that tickle their fancy. Not just going to the same hotel or destination, they are looking for new places to stay that resonate with their tastes. Even in the private jet sector, people aren’t repeating the same routes. Customers are actively seeking out new and different places all the time and a top travel public relations agency can get you exposure to appeal to their new instincts. The growing affluent market is looking to expand their horizons.

2. Which Destinations Should You Monitor?

Traditionally, it’s those inveterate travelers following The Rough Guide that pioneered destinations, and luxury followed. That continues to be the case with many destinations such as Costa Rica, but there are new places where luxury is coming in first and fast like Nicaragua. The same applies to Vietnam and Bali. Each has a number of world-class resorts that have opened up recently. Nicaragua recently opened a new private jet airport catering to this segment of the market. It’s like Costa Rica was several years ago.

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Coming up in July 2018...

Hotel Spa: Oasis Unplugged

The driving force in current hotel spa trends is the effort to manage unprecedented levels of stress experienced by their clients. Feeling increasingly overwhelmed by demanding careers and technology overload, people are craving places where they can go to momentarily escape the rigors of their daily lives. As a result, spas are positioning themselves as oases of unplugged human connection, where mindfulness and contemplation activities are becoming increasingly important. One leading hotel spa offers their clients the option to experience their treatments in total silence - no music, no talking, and no advice from the therapist - just pure unadulterated silence. Another leading hotel spa is working with a reputable medical clinic to develop a “digital detox” initiative, in which clients will be encouraged to unplug from their devices and engage in mindfulness activities to alleviate the stresses of excessive technology use. Similarly, other spas are counseling clients to resist allowing technology to monopolize their lives, and to engage in meditation and gratitude exercises in its place. The goal is to provide clients with a warm, inviting and tranquil sanctuary from the outside world, in addition to also providing genuine solutions for better sleep, proper nutrition, stress management and natural self-care. To accomplish this, some spas are incorporating a variety of new approaches - cryotherapy, Himalayan salt therapy and ayurveda treatments are becoming increasingly popular. Other spas are growing their own herbs and performing their treatments in lush outdoor gardens. Some spa therapists are being trained to assess a client's individual movement patterns to determine the most beneficial treatment specifically for them. The July issue of the Hotel Business Review will report on these trends and developments and examine how some hotel spas are integrating them into their operations.