No doubt, brands have a strong impact to our every day of life. It’s often times not about the purpose of those products or services but the lifestyle they represent. Which is certainly true for the travel and hospitality industry as well.
We’ve seen in over the course of the past few years an increase of travel activities amongst the so-called generation of “Millennials.” There’s no doubt that this generation will dominate the workplace and the consumer markt in the next generations to come. But how do they position themselves in terms of brand loyalty and when it comes to travelling?
According to an Expedia Group article published in 2018, the vast majority of millennial travellers actually don’t really care about travel brands, especially in regards to trip planning and the actual booking process. However, that doesn’t mean that quality is not a primary concern for those travellers. In fact, budget consciousness plays a significant role. In order to make the best of it, a large porpotion goes to the actual planning process. Regardless of certain brand types, living the travel lifestyle is the main focus here.