The Frë Consumer: Travelling Millennial

As a brand we are targeting specifically female travelling millennials. Millennials are the largest generation in history and by 2025, millennials will account for 75% of all consumers and travellers. They view travel as a vital component to their personal growth and life experience, making them the perfect consumer for our fragrance.

Most millennials would prioritise travel over buying a home or paying off debt. Millennials say they’re looking for something new when they travel – more adventurous, local and personal. Over 80% of millennials seek unique travel experiences. We created a survey and 92% of 18-34 year old respondents said that they have aspirations to travel or go travelling again.

(Stats from the 2016 Airbnb ‘The Rise of Millennial Travel’ report)

The Millennial generation is redefining what adventure means; they have a greater desire to see the world. Millennials agree that travelling and seeing the world is an intricate part of their lives with 78 percent of them choosing to splurge on experiences over material things. There is a new ‘authentic living’ trend at the moment with a rise in fitness, veganism and ‘self-love’.

Our consumer represents ‘The Explorer’ archetype:

• Freedom

• Free-spirited

• Self-discovery by exploring the world

• Desire to experience a more authentic and fulfilling life

• Wants to experience new things

• Likes a challenge

• Ambitious

• Non-conforming