Building products around and marketing to the next generation of business travelers will not be an easy task. Social, fickle, design-centric and narcissistic, Millennials demand the highest of product standards while resisting traditional marketing methods. They also require careful engagement and feedback throughout their experience.
Cracking the code then means taking a hard look at Millennial sensibilities and applying the constraints of business travel to that mold. Silvercar has disrupted the rental car industry by taking a tired business model and applying mobile and design-centric flair. Hotel Tonight got traction in building a business entirely around its smartphone app. Legacy brands like American Airlines and Hilton are appealing to the next generation of travelers by extending their services to wearable technology and launching products tuned to the Millennial mindset.
Technology, design and value will be the cornerstones on which this infrastructure will be built. In this report, we’ll touch on the roots of all three areas, from the mobile values of the Millennial market to how brands like Virgin America are pitching their airline to subtly address the deep-seated debt that lies underneath a generation of travelers.
Throughout, we’ll highlight bright stars in the travel industry, from the Centric Hotels currently in production from Hyatt to Concur, the travel management software that’s successfully integrating corporate trip planning into the Millennial lifestyle.