Travel Industry Companies Bow to Gen-Y Demands

October 18, 2012

Often criticized as spoiled, impatient and most of all entitled, more Millennials are entering the work force, and companies in the travel industry are jumping thru hoops to accommodate their demands with faster promotions, greater responsibilities and more flexible work schedules, much to the annoyance of older coworkers who many times feel they have spent years paying their dues to rise thru the ranks.

Millenials, also known as Generation Y or Gen Y, are defined as those born in the 1980’s and 1990’s. Travel industry employers say concessions are necessary to retain the best and brightest of this generation as they bring fresh skills to the workplace: they are tech savvy, racially diverse, socially interconnected and collaborative. And smart companies realize they need to keep their employee pipelines full as baby boomers enter retirement. Gen Y workers are estimated to comprise more than 40% of the workforce by 2020, far outnumbering any other generation.

Millennials shun bureaucracy and the lack of coworker communication, preferring to utilize their talents to the fullest. Some companies have eliminated middle management in order to give younger workers more exposure to projects. Some have even introduced unlimited vacation policies, which according to these companies has not been abused.

When Millennials don’t feel they are making a contribution to the company quickly, they move on. A 2010 Pew Research study found that while baby boomers born between 1946 and 1964, cited work ethic, respectfulness and morals as their defining qualities, Millennials chose technology, music and pop culture, and liberal leanings, as well as superior intelligence and clothing as their defining qualities, prioritizing lifestyle over salary. They foresee changing careers often during their lifetimes.

With Gen Y workers firmly entrenched in the workforce, the future for resorts, destinations and the travel industry in general appears to be bright, as this generation is digitally savvy and connected to the travelers they will be marketing to.

About Tambourine: Tambourine is an ROI-obsessed marketing agency driving demand, revenue and brand awareness for travel and leisure clients since 1986. The Company creates inspiring digital experiences and engaging campaigns that produce measurable results. Based in South Florida and New York City, Tambourine recently received Gold and Platinum Adrian and Magellan awards, the largest and most prestigious travel marketing competitions, representing this year’s top marketing campaigns from across the global hospitality industry.

We are the instrument many of the world’s most advanced marketers use to create a steady beat of traffic and revenue growth. We provide a 360º integrated marketing program that delivers predictable ROI and a sustainable sales and marketing rhythm for your brand.

Learn more at