‘Millennial’ is a word that we hear more and more as time goes by and it’s used to mean many different things. In essence, millennials are currently aged between twenty and thirty-seven. So what are the chances of attracting millennials to your coastal holiday home? According to research from the National Coastal Tourism Academy (NCTA), millennials are the least likely age group to visit Britain’s coastlines for a holiday, despite being the most likely to take a break in the UK.
The reason? The research says that they find coastal holidays to be ‘old fashioned’, perhaps likened to the ‘kiss me quick’ seaside holidays other generations had enjoyed in perceived ‘by-gone’ times.
However, there is a large glimmer of hope; of the 1,000 people the NCTA polled, 28% believed that some activities are at their best in winter, with 51% saying the coast offers activities year-round.
Their research therefore gives us a few key findings from which to work:
Although the two seem to be in opposition to each other, it does offer holiday homeowners a large opportunity; to educate and engage them in everything the coast has to offer in the off-peak season.
So how can you go about attracting millennials to your coastal holiday home this autumn and winter?
Your millennial guests are going to be spending the majority of their time outside of your holiday home. In essence this can be as much as 80% of their waking hours throughout a holiday, so ensure that your marketing and content is as equally divided between your accommodation and selling the destination.
What can they do? Where can they go? Can they get there without a car? Are there surfing lessons available? Where can they take the kids? What happens if it rains?
These should be at the forefront of your marketing; create a destination for them to immerse themselves in, not just a beautifully appointed cottage for them to sleep.
There’s something about a sea view; home owners will pay hundreds of thousands of pounds for just a glimpse, while budding tourists will fill up from the beach backwards. Use plenty of imagery of your coastline in your social media posts and email newsletters.
If you’re on Facebook adding more than five photos to a post will turn it into a gallery, which is proven to increase engagement.
Video is another sure-fire winner – videos beneath a minute in length are the most popular and can get as much as 10 times the amount of engagement a photograph will. Remember you’re trying to sell the destination, so you don’t always need to make the videos or take the photographs yourself; share from the coastal path, the local surf school, restaurant or activity centre and work together to build your millennial destination.
If you’re looking for millennials, then you’ll need to be searching in the right place. That place is Facebook and Instagram, both of which have incredibly high engagement and usage levels in this demographic.
Although you’re finding them on social media, you’re going to need to get them to your website in order to secure that eventual conversion. Don’t just limit your destination marketing to your Facebook or Instagram account; always ensure you’ve got the content that they want to know about readily available on your website no matter what time of the year.
Boshers offer specialist holiday home insurance to owners across the UK. Need an insurance quote for your holiday let? Give us a call on 01237 429444 and we’ll be happy to answer any questions you have.