Millennials Value Experiences Over Things: What This Means for Hospitality Brands

Seventy-eight per cent of Millennials would rather spend their money on experiences than on products. This shift has completely transformed the hospitality industry. Travellers are no longer drawn to big-name hotel chains with identical rooms in every city. Instead, they seek Airbnbs, boutique hotels, and unique stays that feel memorable, personal, and worth sharing.

Today’s guests are looking for more than a bed for the night; they want stories to tell, moments to share on social media, and experiences to remember. A chain hotel may offer consistency, but it rarely delivers the personality or authenticity that travellers now crave. In contrast, an Airbnb tucked away in a quaint neighbourhood, or a boutique hotel with its own character and history, feels like an adventure in itself.

What does this mean for Airbnbs, boutique hotels, and hospitality brands?

It means that experience is your currency. Guests are buying into how you make them feel. From the decor and design of a room to the way you welcome your guests, every detail contributes to the story you’re telling.

To turn curious browsers into confirmed guests, you need to show, not just tell, your story. What makes your place unique? Is it your location in a charming historic village, your connection to local culture, or your eco-friendly approach? When you weave your brand story into your marketing, you create an emotional connection that attracts the right guests and helps increase bookings and rates.

Ultimately, the shift toward experience-driven travel is an incredible opportunity for Airbnb hosts and boutique hospitality brands. Unlike large chains, you have the flexibility to be creative, personal, and authentic. You can showcase individuality, embrace local culture, and offer tailored experiences that resonate with modern travellers.

This is where I can help. I work with Airbnb hosts and boutique hotels to:

• Find your story - uncover what makes your property truly unique

• Share it online - present it in a way that resonates with experience-driven travellers

• Attract the right guests - convert browsers into bookings

• Increase bookings and rates - by showcasing your individuality and value

The shift toward experience-driven travel is an incredible opportunity. Unlike large chains, you have the flexibility to be creative, personal, and authentic. By showcasing your uniqueness and telling your story well, you’ll not only attract travellers but also earn their loyalty while boosting your bookings and rates.

In a world where experiences hold more value than possessions, hospitality providers who celebrate uniqueness and tell their story in their marketing strategies will not only attract travellers but also earn loyalty.