The Answer to Meeting Millennials’ Mandates: Make it Memorable

The Answer to Meeting Millennials’ Mandates: Make it Memorable

The Answer to Meeting Millennials’ Mandates: Make it Memorable

5 July 2017

When the largest subset of the population tells you what they want, you pay attention.

Over the last few years, Millennials, or those born between the early 80s and mid-90s, have been impacting the economy in ways no other generation has before. These 30ish year olds thrive on living in the moment but also live in fear of missing out (better known as FOMO). In fact, a study conducted by Eventbrite found “69% of Millennials believe attending live events and experiences makes them more connected to other people, the community, and the world.”

This is a group of people who reached adulthood just as the proliferation of social media and mobile devices occurred; They barely remember life without a smartphone or Facebook updates.  And so capturing and sharing these experiences is just as important to them as flying down a zipline, meandering through a museum, or cresting the hill of a roller coaster’s first drop.

Keep this in mind as you read the recent release of The Voice of the Visitor, PCAV Destinations’ Annual Outlook on the Attractions Industry. The report indicates that Millennial attendance made up nearly half of all attraction attendance in the US last year, with over 90% saying they are likely to visit an attraction in 2017. Not surprisingly, the report also shows that Millennials are the generation most-influenced by technology, with nearly a quarter saying it makes them more likely to spend more.

As Millennial attendance at zoos, museums, and theme parks grows, how do we ensure we remain an integral part of their experiences? The answer is personalisation.

These travellers want choices, they want high-value digital products, and they want them delivered in real time. This is what they have become accustomed to in so many aspects of their lives, so there’s no reason to expect anything less on their adventures.

Thankfully, there is a vast amount of technology powering the travel and tourism industry that can do just this. As data becomes more and more ingrained in what attraction providers do, each consumer’s experience can be more tailored, unique, and memorable. For example, personalised vacation photos can be delivered in an instant, with guests seemingly appearing next to their favourite characters or scenery.

Or look at what they’re doing at the new Gulliver’s Gate in Times Square if you want an example of how technology can be integrated in the guest experience: scanning visitors and printing miniature 3-D models of them that can be taken home, or left behind to become part of the attraction.

Even examples like mobile apps for tickets and reservations or thrill rides utilising virtual reality are just scratching the surface. We’ve only just begun to see what technology can do in the space and I can’t think of a more exciting time to be a part of this industry.