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Engaging with the Millennial Traveller Angelique Miller Director, Creative Partnerships | Expedia Media Solutions

Engaging with the Millennial Traveller

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Page 1: Engaging with the Millennial Traveller

Engaging with the Millennial Traveller

Angelique MillerDirector, Creative Partnerships | Expedia Media Solutions

Page 2: Engaging with the Millennial Traveller

ANGELIQUE MILLER Director, Creative PartnershipsExpedia Media Solutions

Over 12 years media experience

Previous Experience

2

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.

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3

@angeliquemiller

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4

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OUR APPROACH

Data InsightsPartnership Test & Learn

5

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WHO ARE MILLENNIALS?

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1982

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Y2K Bug!!!Details >>

1982 1999

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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

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I wish I could be more like the person I describe myself as on social media.“

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52%

31%

12%

5%

Authentic experience is more

important

Equal importance

Social media response is more important

Neither are important

MILLENNIAL

Authenticityvs Social Standing

Page 16: Engaging with the Millennial Traveller

30% ACTIVELY WISHLIST

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Holiday photos posted by my contacts on social media influence where I decide to go on holiday.

“”

42%Millennials

32%Total

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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

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TOO MUCH INFORMATION WHEN MAKING AN IMPORTANT PURCHASE

DECISION

Total

40%Millennials

45%

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MILLENNIALS ARE WILLING TO SHARE DATA

Non-Millennials

64%Millennials

77%

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I would offer online travel agents personal data…

“ “45%

I would interact with a travel brand on social media…

“ “

50%+

Discounts & Offers

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WILLING TO SHARE DATA FOR RECOMMENDATIONS, ADVICE/TIPS, OR

PERSONALISED SERVICE

Non-Millennials

47%Millennials

57%

Personal Recommendations

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WANT A TRAVEL SERVICEBASED ON THEIR PREFERENCES AND

BUDGET

Millennials

80%Non-

Millennials

67%

Budget & Preferences

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CURATING INTENT SIGNALS FROM CONTENT…

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CHOOSE YOUR OWN TRAVEL ADVENTURE

BERMUDA TOURISM

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Personalised Service

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MAKE SMALL CHANGES…FREQUENTLY

+1500

c. 200

2009 20112010 2012 2013 2014 2015

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