by Robin Amster
Last updated: 4:00 PM ET, Wed November 4, 2015
Now is the time for travel agents to nurture relationships with millennials, despite the fact that this group of travelers spend less than baby boomers and other generations, according to Douglas Quinby, vice president of research for PhoCusWright.
"But as they get older, the opportunities they [millennials] present for travel will be extraordinary," said Quinby who spoke last week at the Travel Leaders National Meeting at the Omni Orlando Resort at Championsgate.
Quinby said media coverage of this generation can be overwhelming. "So what's the big deal about millennials?" he asked. "For one thing, there are a lot of them; they are now 25 percent of the U.S. population. There are more of them than boomers and Gen Xers."
Quinby said millennials also:
• Represent 39 percent of all travelers
• Are traveling now more than ever
• Are passionate about travel
• Like to travel for both international vacations and quick getaways
• Add on leisure extensions to their business travel trips
• Are price sensitive
How then can travel agents engage with millennials?
The answer represents a powerful trend: the use of mobile devices, said Quinby. "It's a fundamental platform shift in how travelers engage, especially for millennials."
"Millennials' use of mobile devices is extraordinary," he added. "They grew up not knowing a world without the internet."
Nearly nine in ten millennials have their smart phone with them 24/7, according to Quinby. And they use mobile devices for every aspect of their travel, far outstripping older travelers' use of mobile technology.
The next big transformation will be the role of messaging in customer service, according to Quinby. Currently six of the top 10 apps are for mobile messaging, he said.
Quinby also painted a wholly optimistic picture of the current state of the travel industry. "U.S travel is doing great," he said, following the recession of 2008 to 2009.
In 2008 to 2009 there was a big decline in the traveler population, he said. "Nearly 30 million people who traveled in 2008, did not travel in 2009. There are now north of 140 million U.S. travelers."
From 2009 to 2016, the growth in travel industry revenues has been incredible, Quinby added, with the industry adding $134 million in gross bookings. "That's larger than any other travel market in the world."
There's also been "stabilization in the agent world," although not a decline in online bookings, he said.
"In 2009, traditional travel agencies had a hard time," said Quinby. "All the sectors that travel agencies focus on are where so much demand evaporated quickly.
"We've seen a return not just of the traveler but also of the type of travel," he added. One example: the family vacation. "More travelers are taking longer trips, there are more family trips with higher spend, more international travel and more purchases of tours and packages."
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