Traditionally, visitors to the Maldives were usually older travellers in search of peace and quiet, or honeymooners enjoying a romantic getaway. The market has shifted though, and young people are now flocking to the island nation. Their presence has given the tourist industry a welcome boost and hotels and resorts have much to gain by connecting with this key demographic.

According to TrekkSoft’s Travel Trends Report 2018, millennials will comprise 75 per cent of the world’s workforce by 2025, ushering them into a new age of spending power. Recent surveys have also shown millennials are willing to invest in travel before purchasing a home, buying a car or paying off debt. All of this adds up to an enormous opportunity for the Maldives’ tourism industry, and many businesses are taking active steps to attract them.

For example, the Emboodhoo Lagoon Project, which is currently under construction, will feature a centre dedicated to Maldivian culture. This is a great way to attract millennial travellers to the Maldives, who prioritise authentic experiences, learning opportunities and the chance to live like a local. Millennials also care about the Earth, and many properties are using their eco-friendly practices as marketing tools. Kurumba Maldives, for instance, features an engaging video on its website asking guests to protect the environment by using waste bins and leaving shells on the beach for the sake of hermit crabs.

If your business is looking to tap into the millennial market, there are many steps you can take to catch their interest:

• Ensure your website is functional and attractive, like the W Maldives site. Millennials are digital natives accustomed to doing everything online. If they encounter a slow, outdated or unappealing site, they will likely go elsewhere.
• Offer free, fast WiFi. Millennials love sharing their experiences on Facebook, Instagram and other social media sites, so help them out with a reliable connection. Best of all, this can even translate into free, organic advertising for your business.
• Invite satisfied guests to leave a review of your property on a site like Yelp or TripAdvisor. In a 2016 Stride Travel survey, 95 per cent of participants said they were more likely to trust reviews from a third-party site than a corporate site, making this kind of exposure invaluable.
• Consider adding budget options to your offerings. Though millennials love exploring, TrekkSoft states they spend over US$1,000 less on travel than older folks, so they are likely to find deals enticing.

While establishing a relationship with millennials can require a little hard work and ingenuity, you’ll enjoy a host of long-term benefits, including more bookings, higher profits and even a healthier environment.

1 April 2018