The Impact of Social Networks Approaches on Luxury Millennial's Tourists

Abbas, Mennatullah Maged Mohamed Hashem; Hammoud, Ghada; Nassar, Nahla Osama

doi:10.21608/ijaf.2025.352769.1117

The Impact of Social Networks Approaches on Luxury Millennial's Tourists

Document Type : Original Article

Authors

¹ Tourism studies department, Faculty of tourism and hotels management, Helwan University

² FaculEx-Vice Dean for Post Graduate Studies and Research, Ex-Head of Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University. Ex-Dean of Faculty of Tourism and Hotels, Beni-Suef University. ty of Tourism

³ Vice Dean for Student Affairs Ex-Head for Tourism Department Faculty of Tourism and Hotel Management Helwan University.

10.21608/ijaf.2025.352769.1117

Abstract

Millennials, as digital natives, have fundamentally redefined the landscape of tourism marketing by prioritizing unique, immersive, and shareable experiences over traditional notions of luxury. This study aims to examine the influence of digital marketing, particularly social media platforms, on the travel behavior of luxury millennial tourists. Additionally, it investigates the role of visually rich content, including photo and video sharing, in shaping millennials' perceptions of modern luxury travel. To achieve these objectives, a structured questionnaire was administered to a sample of millennial-aged individuals with active engagement in luxury travel and social media usage. The findings reveal that photo and video sharing on platforms such as Instagram significantly influences millennial travel decisions, underscoring their preference for authentic, experience-oriented travel. Furthermore, the study emphasizes the critical role of innovative social media campaigns, influencer marketing, and personalized digital engagement in effectively capturing this demographic. The results provide actionable insights for stakeholders in the tourism and hospitality sectors, particularly travel agencies, by demonstrating the necessity of integrating visually appealing digital content and redefining luxury to align with millennial values. This research contributes to the broader understanding of luxury tourism by highlighting the intersection of digital marketing strategies and the evolving preferences of millennial consumers.

Keywords