Who is the Millennial travel guest?
Millennials were born between 1981 and 1996. They represent 31.5% of the world’s population at 7.7 billion and are the largest generation in the US at 22% of the total population. With an average spend per trip of $4,141 in 2024, nearly 84% of Millennials planned to spend more or the same on travel in 2025 – making them a massive market for the hotel industry and travel companies.
This generation is tech-savvy, having grown up alongside the rise of the internet. They are independent travelers who coined the term “wanderlust” and seek experiences that go beyond conventional tourism. Unlike Baby Boomers or Gen X, Millennials use technology to make informed, budget-conscious decisions that are experience-focused.
Why Millennials matter for hotels
Millennials are important because they control growing amounts of disposable income. They spent $200 billion on travel in recent years, and 82% of Millennials traveled last year compared with 75% of other generations.
For hoteliers, this means investing in the right hotel management software to leverage guest data, track preferences and make informed decisions about attracting Millennials. Estimates suggest Millennials will account for 50% of hotel guests in coming years, making them critical for hotel revenue and brand growth.
Spending power and travel habits
Millennials are one of the world’s most economically influential generations. They prioritize travel experiences, particularly those that are meaningful, eco-conscious or personalized. Wellness-focused travel is also a key trend, reflecting a desire for health and balance during trips.
They travel frequently, often mixing work and leisure (bleisure), and seek destinations that offer immersive experiences – adventure, convenience and cultural depth. They prefer booking through platforms that allow online reservations and mobile-first experiences.
Influence on loyalty and long-term bookings
Millennials are loyal to experiences rather than brands. If a hotel provides personalized, tech-enabled, memorable stays, Millennials are more likely to share them with friends and family, return and book long-term.
Many Millennials travel for work or as digital nomads, combining business trips with leisure – presenting a huge opportunity for hotels to capture repeat bookings.
Market size and future projections
Millennials dominate the global travel market. Gen Alpha and Gen Z travel trends show that travel is on the rise, but Millennials still remain a bridge between traditional hospitality (since they are the last generation that was born without widespread use of the internet), and younger travelers (the TikTok and Instagram generations).
Travel is growing across all generations, but Millennials remain a decisive force shaping industry trends.
Key Millennial travel trends in hotels
Now that we understand who Millennials are and why they are so important for the hotel industry, let’s take a look at the most important trends in hotels for Millennials.
Digital is a way of life
Millennials expect seamless connectivity. When arriving at a hotel, the first questions are often “Wi-Fi password?” and “Do you have a mobile app?” They want constant access to social media to share pictures, stories and reviews.
Hotels need a mobile-friendly website, online booking and possibly a dedicated app. Features like mobile check-in and push notifications enhance the guest experience. Using modern hotel management software, you can bridge the gap between digital expectations and physical experiences.
Focus on the experience
Experiences matter more than material possessions. Studies show 72% of Millennials prefer spending on travel experiences, and 86% travel for culture and local engagement. They want to disconnect from daily life and live one-of-a-kind experiences worth sharing on social media.
Last minute bookings
Booking a hotel is now as easy as the click of a button on your smartphone and no one knows this better than Millennials who are big on last minute travel planning. Hotels can capitalize on this by driving bookings with flash sales, mobile promotions and dynamic offers. Budget-conscious Millennials will choose your hotel if the timing and deal are right.
Unique loyalty programs
Millennials are value-driven and budget-conscious. Traditional points programs aren’t enough – experiential rewards resonate more. Offer loyalty benefits such as restaurant discounts, free drinks, or curated local experiences to encourage repeat stays.
Preference towards tech savvy hotels
Hotels that integrate technology, such as self-service check-in kiosks, mobile key access and digital concierge services, have an edge. Millennials want control over their stay, and digital tools make their experience seamless.
Online reviews are paramount
Reviews have replaced traditional word-of-mouth. Millennials consult platforms like Tripadvisor, Google and social media before booking. Maintaining a strong online reputation is essential for attracting and converting this demographic.
Travel on a shoe-string: more travel for less price
Another important Millennial travel trend is that this generation often prioritize travel frequency over extravagant spending. They want affordable, memorable trips and appreciate deals, packages and coupon codes that allow them to maximize experiences without overspending.
Bleisure travel
Combining business trips with leisure is increasingly common among Millennials. Hotels that accommodate both work and play – offering flexible scheduling, co-working spaces, and local experiences – can capture this growing segment.
How Millennial travel guests choose hotels and destinations
Online research before booking
They compare flights, hotel deals and itineraries across travel blogs, social media, search engines and even AI tools like ChatGPT before booking.
Social media drives their decisions
TikTok, Instagram, social media influencers and YouTube inspire their hotel and destination selection and travel planning.
Experiences matter more than price
Millennials are willing to pay more for unique, personalized experiences that align with their interests, especially if visiting somewhere on their bucket list.
Convenience and tech are key
Mobile check-in, digital keys and fast Wi-Fi are a must for Millennial travel guests. Just like Airbnb is trending towards self-check in with keys in lock boxes, hotel guests increasingly want to be in the driver’s seat of their hotel experience.
Reviews carry a lot of weight
Reviews are more important that your brand messaging. If you want to appeal to Millennial travel guests, who will check reviews before making a purchase, you need a strong online reputation.
Flexibility and spontaneity matter
Remember, last-minute bookings are one of the fundamental Millennial travel trends, which means you need to be able to offer flexible bookings and cancellations to attract them.
How hotels can attract Millennial travelers
Optimize for mobile experiences
Millennials expect seamless mobile booking, check-in and communication. Modern PMS platforms like Mews enable these features, ensuring your property meets their expectations.
Curate unique experiences
Offer sustainable and culturally immersive experiences, such as local tours, workshops or destination-specific activities. Highlight the uniqueness of your property and its surroundings.
Enable flexible and last-minute bookings
Make mobile and online booking easy, with options for short-notice reservations and last-minute deals.
Create appealing loyalty programs
Reward experiences over points. Personalize rewards to align with guest preferences and values.
Encourage reviews and social sharing
Actively request reviews and social media shares to build your hotel’s online reputation and reach a wider audience.
Conclusion
Millennial travel guests remain a critical demographic for hotels and the travel industry, even with Gen Z and Gen Alpha on the rise. They demand tech-enabled, authentic and flexible experiences, and are willing to pay for stays that meet their expectations. By understanding Millennial travel trends, their habits and priorities, hotels can create offerings that boost loyalty, satisfaction and revenue – ensuring long-term success in a competitive industry.
Download our guide “Understanding the Modern Guest”
