Think that the best way to reach out to millennials is via video content? Think again, says Skift. A new study has shown that articles are the most popular travel content consumed by this age group - underlining the fact that quality written content will always play a part in engaging travellers and should take pride of place within any content strategy.
The study was carried out by Yahoo Travel, which surveyed 700 millennial travellers (people aged between 18 and 34) in the US to find out what type of travel content would most entice them into booking a trip.
Between travel articles and photos, the articles pipped images to the post as the content most likely to be consumed by travellers within the age-group. However, the difference was small: there were just two percentage points between them (79% for articles versus 77% for photos). The third most popular medium viewed was online travel videos, which captured the attention of 64% of the millennials.
Breaking the results down, Yahoo revealed that in terms of the articles that proved most popular with the young travellers, articles on destinations beat articles about travel activities (52% versus 41%). Written content on travel deals earned a 40% share of their attention.
Meanwhile photos of travel destinations came ahead of general travel photos and images of travel activities (at 52%, 47% and 44% respectively).
Finally, where videos are concerned, those showing destinations were favoured most among the millennials at 35%, while videos about travel activities and general travel videos were less desirable, earning a 30% and 28% share of the respondents' interest.
The researchers also found that themes focused on dining, shopping and adventure are particular draws for those in this age bracket.
When crafting travel content, it's useful to know that this group would also prefer to consume content about destinations (74%) and travel activities (68%) more than accommodation (60%), cruises (48%) and flights (37%).
The study shows how videos and photos usually need additional text in order to provide travellers with more context.
Written content is equally important, in fact slightly more important, than other multimedia content that is designed to inspire the senses even further than words, Skift said.
This may come as something as a surprise, since millennials are notorious for craving multimedia content due to their reported online binging habits and short attention spans.