All favoured Airbnb, and used Expedia, Hotels.com or Bookings.com, which they thought of not as an OTA but just as a web-booking service. TripAdvisor was always consulted but reviews not always trusted. They had little loyalty to, or connection with, hotel brands, and didn’t favour loyalty programmes other than to ensure free WiFi.
The primary source of future travel was recommendations from friends, they rarely read travel magazines or travel sections of newspapers, but all were active on all social networks.
The industry should look to reach millennials on social media and on their mobile devices, to educate them on different brands’ USPs, while providing enough value to encourage loyalty.