Middle-aged millennials have arrived.

As more millennials — often defined as those born between 1981 and 1996 — turn 40, a generation long defined by youth transitions to a new phase in life.

And they’re bringing their tech-savviness, social consciousness and spending habits in tow, which is transforming a travel industry intent on staying ahead of the times.

For starters, millennials are traveling at higher rates than other age groups, edging out the far wealthier baby boomer generation, according to the research company Morning Consult.

“When it comes to nearly all travel behaviors, millennials are the generation most likely to engage — and they do so often,” said Lindsey Roeschke, travel and hospitality analyst at Morning Consult. “For example, 18% of millennials have taken three or more domestic flights in the past year, compared to 10% of Gen Xers and 6% of baby boomers.”

They are also traveling differently from those who came before them, she told CNBC Travel.

“They see travel as a right rather than a privilege, and consider their travel experiences to be a part of their identity rather than a check on a bucket list,” said Roeschke.

Spending, but not splurging

Money worries are causing millennials to delay everything from home and car purchases to marriage.

Yet, they still value “the idea of vacationing over adding a few more dollars to their savings,” according to a report from GWI Travel. They are “way out in front of other generations” in deeming vacations to be very or extremely important to them, according to its research.

The data company said that could explain their willingness to spend, but not necessarily splurge, on travel. Millennials are more likely than other generations to pay more for flights, but only one in five say they look for top-of-the-line options when traveling, according to the company’s data.

Though many millennials are saddled by student debt and squeezed by rising costs of living, they’re still spending to travel — but about a third less, on average, per trip than boomers over the past three years, according the insurance company InsureMyTrip.

What motivates millennials to travel

Where millennials stay

Hotels: brands and baby items

Janu Tokyo will have six restaurants and a 4,000-square-meter wellness center — the largest of any luxury hotel in the city, according to Aman.

Source: Aman Resorts

Janu was created in response to demand from a wider cohort of guests, said company CEO Vlad Doronin. It’s got “the hallmarks of the Aman offering in terms of service and excellent design, but with a different pace and spirit,” he said in a press release announcing the hotel’s opening.

The luxury hotel and resort company Shangri-La launched the millennial-minded Hotel Jen brand nearly a decade ago.

Subsequently, its hotels strived to make “family experiences” a key part of its business plan across its brands, with themed children’s rooms and floor pantries stocked with diapers, bottle sterilizers, baby bathtubs and Stokke strollers.

The family pantry at Shangri-La Singapore has a washing machine and microwave, plus strollers, travel cots, high chairs and games for young children.

Source: Shangri-La Limited

The IHG-owned Kimpton group of hotels is also winning over millennials with a strong focus on tech, wellness and animals — “If your pet fits through the door, we’ll welcome them in,” according to the website.

Kimpton is making a play for young families too, addressing a pain point familiar to those traveling with babies: on-demand refrigerators that are cold enough to safely store breast milk.

Kimpton also partnered with the baby company 4moms to provide infant seats and play yards to guests, and the scooter company Micro Kickboard to help kids go the distance with parents who are still adjusting to the slower pace of family travel.

Post source: cnbc

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