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Engaging with the Millennial Traveller
Angelique MillerDirector, Creative Partnerships | Expedia Media Solutions
ANGELIQUE MILLER Director, Creative PartnershipsExpedia Media Solutions
Over 12 years media experience
Previous Experience
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Leads advertising partnerships globally, providing clients with a full-service agency and idea center that delivers creative and integrated custom solutions. Prior to joining Expedia, Angelique was director of sales and creative solutions at ESPN.
3
@angeliquemiller
4
OUR APPROACH
Data InsightsPartnership Test & Learn
5
WHO ARE MILLENNIALS?
1982
Y2K Bug!!!Details >>
1982 1999
0%
20%
40%
60%
80%
Ch
ina
Bra
zil
Fran
ce
Sou
thK
ore
a
US
Ger
man
y
UK
Au
stra
lia
When I go on holiday, the most important thing for me is to experience the authentic culture of the place.
MILLENNIALS WANTAUTHENTICITY
“
”
I wish I could be more like the person I describe myself as on social media.“
”
52%
31%
12%
5%
Authentic experience is more
important
Equal importance
Social media response is more important
Neither are important
MILLENNIAL
Authenticityvs Social Standing
30% ACTIVELY WISHLIST
Holiday photos posted by my contacts on social media influence where I decide to go on holiday.
“”
42%Millennials
32%Total
I would like to use virtual reality (VR e.g. Oculus Rift) to discover holiday destinations…“ ”
0%
20%
40%
60%
80%
100%
Brazil China US South Korea France the UK Australia Germany
Total Millennials
TOO MUCH INFORMATION WHEN MAKING AN IMPORTANT PURCHASE
DECISION
Total
40%Millennials
45%
MILLENNIALS ARE WILLING TO SHARE DATA
Non-Millennials
64%Millennials
77%
I would offer online travel agents personal data…
“ “45%
I would interact with a travel brand on social media…
“ “
50%+
Discounts & Offers
WILLING TO SHARE DATA FOR RECOMMENDATIONS, ADVICE/TIPS, OR
PERSONALISED SERVICE
Non-Millennials
47%Millennials
57%
Personal Recommendations
WANT A TRAVEL SERVICEBASED ON THEIR PREFERENCES AND
BUDGET
Millennials
80%Non-
Millennials
67%
Budget & Preferences
CURATING INTENT SIGNALS FROM CONTENT…
CHOOSE YOUR OWN TRAVEL ADVENTURE
BERMUDA TOURISM
Personalised Service
MAKE SMALL CHANGES…FREQUENTLY
+1500
c. 200
2009 20112010 2012 2013 2014 2015
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