Travel Tech

Co-creating with Millennials

How are DMO’s connecting with the “connected generation”? Millennials - those born after 1980 - are a segment that receives constant attention in the marketing trade press. Not only are they about to become one of the largest market segments with high spending power and above average travel propensity, but also their travel and consumer behaviour differs drastically from those of previous generations. When it comes to attracting Millennials, tourist boards and destination marketing managers usually revert to social media activities, as reported in their latest trend report “The Rise of the Millennial Traveler”. This is sparked by the seemingly unquenchable demand for content from the “Connected Generation”.

Lack of strategy among DMOs

Results from the report, which was conducted among 14 US destinations, showed that respondents were lacking a strategic approach to social media. Thus social media activities revolved mostly around broadcasting messages about good nightlife, volunteer opportunities and value-priced accommodations on Facebook and Twitter.

Social Media is only a means to an end

Although the sample is anything but representative and therefore does not provide us with an accurate snapshot of how the DMO sector approaches the connected generation, it provides a valuable lesson. Following Jeff Fromm – VP at US based ad agency Barkley and author of the book Marketing to Millennials – “Thinking about social media first as a way to engage with Millennials is putting the cart before the horse.” In other words, social media is only a means to an end, not an end itself.

Co-creation is king

A successful strategy to reach Millennials effectively therefore revolves around the content, rather than the channel. It is no big news that Millennials increasingly want to be involved as active partners in the process of value creation. Thus they want to co-create the product, co-create the services and co-create the experiences before during and after the trip. In this regard, social media is a technology enabler to co-create the marketing with consumer.

Using social media for co-creation however, requires brands to think in terms of content first. This content does not need to be produced exclusively in-house. Creating and curating engaging and topical content, both owned and crowdsourced, is the most effective way for companies to grow their brands in the digital era. Against this background social media is only a subset of the overall content strategy.

More from #DTTT

  • In October we present:
    Delivering an Industry Development Programme
    Every DMO has a responsibility to their industry, to help them develop, connect the community and keep the destination competitive. Ultimately, this is the key to delivering the best possible visitor experience by being present at valuable touchpoints in the journey, and ensuring all digital activities are aligned to the destination’s overall goal. The #DTTT's [...]
    #digital maturity #industry development #dmo #industry
  • In October we present:
    X. Festival: Reshaping the Visitor Economy
    Reshaping the Visitor Economy I believe it was February when we started thinking about how feasible it was to run our next event. Organising two flagship events twice a year presents us with a very tight schedule when it comes to finding speakers, selecting venues, coordinating with sponsors and dividing the work amongst team members. [...]
    #reshapingtravel #digitalevent #event
  • In October we present:
    Defining the Ingredients of a Good Destination brand Experience
    A lot of DMOs are asking themselves, "how can we help our industry to pivot, to design new experiences and to prioritise sustainability in recovery?" Defining the Ingredients of a Good Destination Brand Experience Destination branding is driven by three main factors; reputation, identity and perception. However, the ultimate factor, the key ingredient that brings [...]
    #dmo brand #recovery #brand experience #brand #destination
  • In September we present:
    Market Pivot with Slovenian Tourist Board
    Building a Recovery Strategy that attracts the audiences in the 'new normal' The old way of targeting, converting and growing needs a revision. Gone are 'emerging markets' and 'disposable income' as audience criteria. We need to hit reset. Now more than ever, it is important to be sensitive to the concerns of visitors and to [...]
    #visitor journey #slovenia #consumer behaviour #trends #workshop
  • In June we present:
    New Normal, Same Visitors
    How can destinations safely reopen to international visitors? What are the strategies behind the reopening and what's the role of DMOs? These are only few of the questions we asked to VisitJamaica, who told us how they successfully managed to keep the nation safe for both of international tourists and locals, developing effective protocols and solid [...]
  • In June we present:
    Staycation Storytelling with Visit Estonia – Weekly Tourism Impact Call: Week 13
    DTTT · Staycation Storytelling with Visit Estonia Where do destinations find inspiration for their campaigns during COVID-19? How do they convince people to travel again and engage with the local tourism sector? With the focus on recovery and the domestic restart, we have seen many different campaign approaches aimed at the domestic market. The latest [...]
    #domestic tourism #recovery #COVID-19 #visit-estonia #storytelling #strategy
Show more
© 2020 Digital Tourism Think Tank