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Recall the days when meeting with a travel agent was the norm for planning your perfect vacation. Before social media gained traction around the world, we relied on travel agencies to show us brochures that captured beautiful images of wonderful far-off destinations. The planning process for family vacations typically began months in advance, allowing plenty of time to research experiences and map out an itinerary. When the start to your vacation finally arrived, you felt some sense of childlike anticipation and uncertainty surrounding what you were about to experience. After all, you'd based your vacation off of a few captivating images and/or recommendations from someone else who'd already been there or heard about it.
Does any of this sound familiar to you? If so, it's time for you to catch up... because millennials have changed the way the world travels.
Forget the brochures... they're officially a nostalgic remnant of our world's past. Those captivating images of far-off destinations around the world can be viewed in the palm of your hand, through social media platforms, within a matter of seconds. And millennials have made this all possible.
Born between 1981 and 1996, this (seemingly disruptive) generation craves adventure, unique experiences, and local cuisine, so they can then share it all on social media. Ever heard the phrase: pictures or it didn't happen? This phrase is commonly used by millennials as a claim that requires proof of one who's traveled somewhere or experienced something extraordinary. After all, if there are no pics to show for it, then who can believe it actually happened?
So, embracing one of the largest generations — the oldest already 39 — creates an opportunity for the vacation rental market. As an owner or manager, there are several things you should take into consideration as you adapt your strategy from the antiquated to modern day. Finding ways to effectively target millennials can offer your business a competitive advantage for years to come. The following are tips to consider to keep your business engaged with this generation.
Tip One: Invest in a mobile-first website
Millennials use mobile devices for research and social interaction, scanning the web for specific terms. We suggest working with a design professional to build a mobile-first website. Then incorporate these design elements so your vacation rental pages can be found, and will keep viewers around long enough to book.
Tip Two: Get creative on social media
Millennials are innately digitally native, social-first and driven by video. According to recent research from Social Bakers, Facebook and Instagram are two of the most popular social networks when marketing to millennials. If both of these networks are not a part of your social media platform, they should be. Consider incorporating the following social media strategies:
Tip Three: Understand your audience
Millennials are demanding when it comes to price and are utilizing price-comparison apps to shop. The desire to cut out the middlemen and cost, while still craving experiences, offers an opportunity for those owners and managers who have an engaging, well-designed website. A review of your website can help to determine what makes your business stand out.
Tip Four: Be straightforward
Trust is a huge part of the service industry. When it comes to customer service, instead of writing lengthy emails or phone calls, social media has become the go-to platform for posting reviews. When travelers trust you, they will recommend you to their friends at home and on social media.
Please note that Signal is currently compatible with a select group of Property Management Systems. Find more information here.
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