Whether for business or pleasure, millennial travel is on the rise. This group isn’t like their predecessors in terms of behavior, attitude or spending habits—which presents a unique and lucrative opportunity for travel brands. While millennials don’t represent the majority of travel spend yet, smart travel brands should begin to look at their engagement strategy to ensure they’re reaching this prized audience in a compelling way because they will likely become more and more lucrative as they age, their lifestyle changes and they advance in their careers. However, this isn’t necessarily an easy process as millennials expect a lot from brands in return for their attention and business. They crave distinctive and authentic experiences. The good news here is that travel brands are well positioned to provide millennials just that as travel is in and of itself a unique experience. So how can travel marketers create experiences that will build brand loyalty with millennials?