Innovative Marketing Strategies for Attracting Millennial and Gen Z Travelers

Abstract

Purpose: The general objective of the study was to explore the innovative marketing strategies for attracting Millennial and Gen Z travelers. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings reveal that there exists a contextual and methodological gap relating to the innovative marketing strategies for attracting Millennial and Gen Z travelers. Preliminary empirical review revealed the importance of leveraging technology, personalization, social media, and sustainability to engage these influential demographics. It was found that immersive technologies like VR and AR, personalized recommendations through AI, and sustainable practices significantly enhanced customer engagement and loyalty. Examples such as Marriott’s VR tours and Airbnb’s personalized itineraries demonstrated the effectiveness of these approaches. The study concluded that understanding and adapting to the unique preferences and values of Millennials and Gen Z were crucial for maintaining relevance and achieving growth in the travel industry. Unique Contribution to Theory, Practice and Policy: The Critical Race Theory, Social Disorganization Theory and Labeling theory may be used to anchor future studies on innovative marketing strategies for attracting Millennial and Gen Z travelers. The study highlighted the importance of integrating immersive technologies like VR and AR, utilizing advanced data analytics and AI for personalization, and engaging with social media and influencers. It recommended that travel brands invest in these areas to enhance customer satisfaction and loyalty. Additionally, it advocated for policy measures to support sustainable tourism and the involvement of local communities in tourism planning. The study contributed to theoretical advancements by expanding the understanding of consumer engagement and provided practical and policy recommendations to align with the values and preferences of these influential demographics. Keywords: Innovative Marketing Strategies, Millennial Travelers, Gen Z Travelers, Consumer Engagement, Virtual Reality (VR), Augmented Reality (AR)