Millennials seek something in between voluntourism and frivolity
Implications - Millennials have a reputation for being the most charitably minded generation yet, which reflects in their vacation choices through things like voluntourism. However, as they begin to age and start families, the feasibility of volunteering begins to wane. As a result, organizations are offering more traditional vacations with a charitable aspect, allowing the Millennial to age without letting go of their old ideals.
Workshop Question - What is your brand doing to adapt alongside your consumer's evolving lifestyles and changing needs?
Trend Themes
1. Charitable Tourism - Organizations are offering more traditional vacations with a charitable aspect to attract socially conscious millennials.
2. Socially Conscious Hotels - Hotels are prioritizing connections with cause-minded consumers and expanding their CSR programs, making every aspect of the hotel experience connect to a different cause or need.
3. Authentic Travel Experiences - Travellers are looking for more authentic experiences and are willing to pay for them. Examples of guided tours led by former gang members provide both an opportunity for employment and unique cultural immersion for tourists.
Industry Implications
1. Hospitality Industry - Organizations and hotels are redefining how the industry approaches vacations, focusing on integrating strong connections to volunteerism and social causes.
2. Travel Industry - Companies are offering unique and authentic travel experiences that help travelers have a more meaningful connection with the places they visit.
3. Social Enterprise Industry - Social enterprises are integrating novel approaches to accomplish societal reform, such as demobilizing street gangs in Panama and offering new opportunities for employment and cultural exchange.
4 Featured, 36 Examples:
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Date Range:
Feb 16 — Aug 16
Trending:
Warm
Consumer Insight Topics:
