Are youth travellers finding joy in missing out (JOMO)?
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Young people may like to have access to a screen whenever they can but crave face to face interaction matters the most when it comes to travel and communication, panellists said at the World Youth & Student Travel Conference today.
Helen Rose, director of insight from MTV Networks International described how the youth rely on a few trusted sources to get updates such as the internet, television and social networks, but the most entertaining is to hang out with friends.
The top dream for the 16-34 age group, dubbed millennials, is to travel the world, valuing experiences over material goods.
And while the younger generation may rely on internet and have a ‘fear of missing out’ (FOMO) the experience-driven values also means they enjoy switching off from it all.
“There is now JOMO – the joy of missing out. Young people like that they can switch off from it all,” explained Rose. “Also companies have to think about what they are delivering offline; if brands do an amazing thing offline young people will talk about it online and it then has the potential to go viral.”
Carl Michel, executive chairman of Generator Hostels added: “Offering experiences is so important. The youth travel market is connecting real people with real events and real things.”
A human element is also crucial when marketing to millennials, Rose stressed.
“Remember that the audience is human and don’t think of them as just a number. Keep the customers at the heart and make a personal and emotional connection.”
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