What do millennials want?

Courtesy Air France

Air France may have struck it right in launching Joon as a “lifestyle brand” targeting millennials, designed to meet the requirements and aspirations of a young working clientele whose lifestyles revolve around digital technology.

Goodbye baby boomers, hello millennials!

Air France defines the new generation of travellers as aged between 18 and 35 years. Quite aptly, the name Joon is a play on the French word “jeune”, which means “young”.

What do millennials want, travelling?

Millennials are IT-savvy and rely on electronic tools and applications going about doing the things they do. For them, for example, a paper boarding pass is a thing of the past when a smart phone can do the job. Social media is very much a part of their lives.

Millenials value immersion in cultural experiences more than mere sightseeing and collecting souvenirs of the places where they have been. Instead of popular tourist destinations, they prefer adventures to exotic places that are usually off-the-beaten-track.

While millennials are not particularly thrilled by frivolous frills, that does not mean they travel cheap. Far from it. They are in fact brand conscious, and would pay for something that they fancy or must try. But they will not spend on stuff that do not value-add their experiences. That way, they can afford more experiences, travelling more frequently.

Millennials are the NOW generation, who are prepared to rough it out if they had to. For them, travel is more a means to an end. They are therefore less likely to complain about not being pampered by the crew on board, but they do expect efficiency and immediacy of result. Hence, the absence of fuss, boosted by technology capability that allows room for them to exercise some degree of control of what they need and want, appeals to them.

It is this new generation of travellers, says Air France, who inspired the formation of Joon which will take to the sky in fall.

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About Dingzi
Writer by passion, with professional expertise in aviation, customer service and creative writing. Aviation veteran, author, editor and management consultant. Besides commentary on business issues and life-interest topics, travel stories and book reviews, genres include fiction, poetry and plays. Nature lover who abhors cruelty of any form to animals, and a tireless traveler. Above all, a dreamer.

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