Marketing boat rentals: Tips for reaching Millennials and Gen Z
What you need to know about the most influential travelers.
As Millennials slowly approach middle-age and Gen Z enter their earning years, these generations are emerging as some of the most influential travelers today with distinct needs and interests.
As highlighted by CNBC, Millennials are particularly active travelers, while Gen Z is spending on experiences that align with their values. Whether it’s maximizing time with friends or creating family memories, these generations prioritize meaningful, real-world adventures over material possessions—and they’re booking boat rentals and tours to make it happen.
Here’s how to connect with them and make your boat rental tours their top pick.
What inspires Millennials and Gen Z to book boat rentals
We’d be remiss if we didn’t start this section talking about the impact of social media and OTAs on travel trends. Both of these platforms use social proof and engaging visuals to entice bookers. Being present both on social media and popular OTAs, can help your tour’s visibility.
For both cohorts, considering environmental impact can also be top of mind when making purchase decisions.
Many support brands that align with their beliefs, whether it’s through partnerships with ocean conservation groups or offering electric-powered boats. Highlighting these efforts in your marketing shows them you care about what matters to them.
Meanwhile, Millennials—many of whom are now parents—are looking for family-friendly activities that balance adventure with affordability. Glass-bottom boat tours, snorkeling trips, or kid-friendly guides can be a hit with families wanting to create lasting memories together.
Across both groups, connection is key—whether it’s bonding with loved ones on the water or snapping share-worthy moments that live on Instagram. The focus is on experiences, not things, making your boat rentals an ideal choice.
Lastly, offering private events or experiences can help your tour or activity feel more customized for these intention-minded groups.
How to get Millennials and Gen Z on board
To stand out in a competitive online space, you need strategies that resonate:
- Be visual and shareable
Platforms like Instagram and TikTok are perfect for showcasing the photogenic appeal of your boat rentals. Whether it’s golden-hour sunset cruises or marine life encounters, this type of content performs well. Seeing proof of your experience before booking can help turn their maybe into a yes. - Lean into wellness and relaxation
Highlight the calming benefits of being on the water. Both generations value wellness and mental health, so showcasing the stress-relief benefits of a boat tour can be a compelling draw. - Keep it real with influencers
Partner with influencers who align with your brand. Authentic, behind-the-scenes content often outperforms overly polished posts. This type of partnership not only expands your reach but also helps build trust with your audience.
Modern tech for a seamless experience
Both Millennials and Gen Z expect a tech-savvy experience. Mobile-friendly booking is non-negotiable, as is offering flexible payment options. Tools like FareHarbor’s mobile-friendly platform make it easy for customers to book and pay directly from their phones.
Reviews are another critical piece of the puzzle. These travelers are highly research-driven, relying on platforms like Google and TripAdvisor to guide their decisions. Encourage reviews by sending a friendly follow-up email after each tour, while the experience is fresh in their minds.
Creating connections that last
For Millennials and Gen Z, experiences like boating create memories that outshine any material possession. To attract these generations, it’s about staying in tune with their evolving preferences—whether that means adapting to new social platforms, showcasing eco-friendly values, or making the booking process as smooth as possible.
By aligning with their values and expectations, you’ll not only earn their bookings but their loyalty, too. Ready to turn your tours into must-book experiences? Start leveraging FareHarbor’s tools to meet modern travelers where they are—and keep them coming back for more.
