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If you are listening to a hotel brand, the Netherlands will want to experience a private helicopter trip from their Amsterdam hotel to a UNESCO world heritage tulip field and feed a picnic. in a Michelin starred restaurant. I would like it to be the beginning of a fun joke, but it was a concrete example of what millennial travelers want to give at the conference on the pbadenger experience in Hamburg. earlier this year.
Let's be clear: the tulip-Michelin-helicopter picnic is another example of the industry that creates things for millennia non-existent, driven by the kind of social media influencers that the industry itself has created. The industry has developed a product without demand, left it "for exhibition", and has designated this exhibition as a request.
The Millennials present in the room did not care about this experience at the time, and rightly so. To begin with, and admitting that any generational discussion is a generalization, the vast majority of millennials do not have the money for this type of wasteful and polluting demonstrative consumption.
Instead, this generation is socially, economically and ecologically conscious, enjoys the authenticity of experiences rather than fake veneers of tourists, and generally enjoys more in street catering than in haute cuisine.
For the RKOI (Instagram Rich Kids) market, this is a private jet or a house. Image: Bombardier
Hands up: Your author is one of those oldest millennia, often referred to in the United States as the "Oregon Lead Generation" for being in the niche where this computer game was one of the pillars of the labs school computer (another generation marker). Let's not forget that the older generation Y are approaching 40 and the youngest are no longer in school.
It took a few seconds for three millennia sitting nearby during the presentation to imagine what would really be a better way to achieve this Dutch travel experience: an eco-tour package of local knowledge with a bike rental, a train ticket, a map and instructions to access the tulip fields and options to find the best coffee, stroopwafels and poffertjes en route, as well as small-batch craft beer on the way back.
But what is the air equivalent of this #PaxEx? Does it replace expensive wines that do not sell well at high altitudes through a renewable artisbad wine list, decent beers and signature badtails? Does it give people the information they need to make informed transit decisions about their destination? Does it even introduce intelligent and targeted accessories into the in-flight entertainment system, such as an ecological tour, as well as on-board retail purchases?
Yes, there is a premium travel market for the millennial generation. But more than ever, it must yield money to travelers, go beyond the Baby Boomer object (without hoping, as usual, to omit Gen X) and offer something they can not not get somewhere else, a moment that they can capture, yes, share. Although the products created by self-created Instagram influencers are not the key to success, the actual real interest for a particular part of the pbadenger experience can be measured by sharing social media.
This is not bad news for aviation. The soaring five miles is the perfect opportunity to get caught out of the window, and the airlines are starting to provide Thumbnail possibilities worthy of Instagram, especially in premium cabins and in particular on halo products. And there is certainly something to say there from a cynical marketing point of view: who thinks Etihad without residence? From Emirates without the A380 bar?
Qatar Airways did well with its Qsuite Instagrammable chart. Picture: John Walton
But what can the airlines do to bring a 'pbadenger-friendly' design design to more pbadengers? Halo products are not really available to anyone, or even most Millennials, even those who can afford to fly high-end. And the aviation industry needs to find a way to design the pbadenger experience by train, bike and stroopwafel, rather than (or at least more) Michelin helicopters and picnics.
Despite the age of the older generations of the millennial generation, unbridled consumerism and unbridled luxury do not characterize most of their desires, especially because of their financial situation. If they want a Michelin star – and that's a big one – they are more likely to opt for Tim Ho Wan than The Fat Duck. If they are looking for a luxury car, it's a Tesla, not a Humvee.
For airlines, it's about using their uniqueness, being eye-catching, thinking visually, having enough diversity to create new ideas and knowing your brand and the meaning of relationships between people.
Even for the most diligent airlines, there are enough older brands that the Millennials love and there is no reason for the airlines not to be among them.
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