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|Marketing to Millennials – What They Want from Your Park|
Marketing to Millennials – What They Want from Your Park
According to Pew Research Center, in 2019, millennials are projected to overtake Baby Boomers as America’s largest generation. It’s important to understand what millennials are looking for in a camping experience because they’ll have a big impact on your park’s business.
Who are millennials?
What are they looking for?
Millennials are also the most physically active of all generations and look for activities like hiking, backpacking, fishing, mountain biking and trail running. The top three factors they consider when choosing a campground are its atmosphere, location and quality of its sites.
What is their impact on RVing?
The sharing economy is also having an impact on this market. More than half of the millennials surveyed said they would consider renting an RV from a peer-to-peer rental service.
What about technology?
Jaron Starner, park manager for ARVC member-park Cedar Lake Family Campground in Dover, Pa., and chair of ARVC’s Young Professionals Committee, says, “This is the first true generation to have had the Internet and technology available to them for the majority, if not their entire lives, yet, they are also the first generation developing new trends towards ‘disconnecting’ from the technology they have grown to know so well. They seek a world where families talk face to face and not just through texting.”
He says, though, “They want to put their phones down, and yet they want to tell all their friends and family about how they are doing it!” Over one quarter of the millennials surveyed say it’s important to share their camping experiences on social media.
What’s the best way to reach millennials?
Your strong online presence should also include a compelling web site and one more element—reviews.
“We have noticed that reviews are a huge touch point for millennials,” says Heather Blankenship, OHC, owner of ARVC member-park Yogi Bear’s Jellystone Park at Pigeon Forge/Gatlinburg, in Pigeon Forge, Tenn., and co-chair of ARVC’s Young Professionals Committee. “Making sure we are asking our customers to write reviews on places like TripAdvisor, Yelp, Google and everywhere in between is a big marketing tool.”
The bottom line is that there’s huge potential in the millennial market if you offer the kinds of rewarding experiences they’re looking for and you strategically use social media to let them know what you have to offer.