Brett Tollman says his company, The Travel Corporation, will turn to travelogues to break from the pack of tour operators.
The company will rely also on social media influencers to tell those tales.
All told, the company hopes to romance 16.2 million Millennials in 2016.
To that end, one of its brands, Contiki Travel, rolled out Roadtrip 2016 on YouTube in May.
Although peers remain the top source of recommendations, Tollman thinks meandering Millennials will start to shop for destinations based on branded mobile channels—provided the storytelling there is good.
The travelogues on those channels, if compelling, will not only pique Millennials' interest, but build loyalty to the sponsoring tour operators.
