ITM UPDATE

Scott Davies

At ITM we’re often asked how travel buyers and suppliers should address and corral the so-called 'millennial traveller', as if this mercurial generation is a different species.

That said, half of the global workforce will be within this category by next year and so it does make sense to consider their tendencies.

Firstly, they have a shorter attention span than previous generations. They have more stuff coming at them; and this means communication and interactions need to be punchy. No 12-page travel policies here, please.

Secondly, they do everything via their phone. So anything meaningful you do or say must be mobile-driven.

Thirdly, millennials think that if you have to be shown how to use something, it’s rubbish. Think booking tools. If you need a webinar or lunch to learn how to make a booking, it probably hasn’t been designed well enough.

Finally, this generation blurs the lines between work and play. When they travel, they have a greater appetite to meet locals, and will certainly compare how it feels to travel with one employer versus another. In competitive industries this is key to attracting and retaining the very best talent.

Chief Executive, ITM