Operations

Should You Ease Back On Exclusivity?

Lexi Tucker
Posted on August 31, 2018

Millennials travel more than any other generation. Source: Nielsen

Millennials travel more than any other generation. Source: Nielsen

Add “murderers” to your already long list of labels for Millennials. I’ve read tons of articles on the poor victims of my generation, from homeownership to diamonds to chain restaurants. The most intriguing so far, however, came from a CityLab article titled, “Will Millennials Kill the Country Club?”

The piece talked about how young adults are turned off by the traditional image of the country club: “…stuffy and formal, with old-fashioned dress codes and rules about cell-phone use. Not to mention the rich history of racial and religious discrimination that accompanies many such organizations,” reads the article.

The service you’re selling is upscale, luxury transportation. It’s only natural there will be an air of exclusiveness that accompanies it, and that’s not a bad thing. How else will you stand out from the TNCs and give the traveling public the highest quality option? Nevertheless, I think trying to sell Millennials on price is the wrong way to go about earning not just their business, but their trust as well.

26% of Millennial family vacations are at international destinations; fewer than 20% of couples or singles overall travel internationally. Source: MMGY Global

26% of Millennial family vacations are at international destinations; fewer than 20% of couples or singles overall travel internationally. Source: MMGY Global

Fixing An Image Problem

I’ve noticed many luxury ground transportation companies are telling clients they can provide rides anywhere in the world. Seeing as how many Millennials are overcome with wanderlust, this is certainly a point you should be touting.

There’s a paragraph in the article mentioned above that says: “In the age of Facebook and declining church attendance, country clubs are somewhere to socialize and make friends in real life. An air of exclusivity can be one result of selective membership, but preexisting bonds and similar attitudes can also offer a sense of community.”

You are selling an experience, am I right? I hear it all the time at LCT Shows. Are you hyping your vehicles as a place where people can strengthen their “preexisting bonds” with friends and family? While this may not be a concern with companies that do primarily corporate business, it’s something to think about.

Simplify, Simplify, Simplify

I don’t think anyone would argue the number one reason people use TNCs is convenience. Price is another factor, and as we all know, it’s something a luxury ground transportation company simply cannot compete with — and you shouldn’t

While U.S. travelers only intend to travel 6% more this year, Millennial families intend to travel 35% more. Source: MMGY Global

While U.S. travelers only intend to travel 6% more this year, Millennial families intend to travel 35% more. Source: MMGY Global

have to. The article states some clubs are doing away with initiation fees, breaking the fee down into installments, or offering a one-year trial membership. I’m not saying give your services away for free, but try experimenting with the way you present your pricing or create loyalty programs that give clients an incentive to use you regularly and promote you to their friends.

You already spend all this money on special add-ons like snacks, drinks, car seats, and Wi-Fi. But what’s the point if your clients don’t find out you have any of these until they get in the car? Don’t keep it a secret!

Telling Your Story

Millennials want to support businesses that show they’re not just in it for profit. I’m willing to bet money you have people from all walks of life on your team. Are you shining a spotlight on who they are? Do you have a charity you support because of an issue that has affected your own life? Are you a minority or veteran-owned

Millennial families intend to spend 38% more than Millennial couples on vacation and 88% more than Millennial singles.Source: MMGY Global

Millennial families intend to spend 38% more than Millennial couples on vacation and 88% more than Millennial singles.
Source: MMGY Global

business? There must be a story behind that. As an associate editor for LCT, I’m looking for stories about entrepreneurs who don’t just talk about how their excellent customer service sets them apart; I want to know what really makes you different.

Finally, don’t ever forget that kid you took to prom in 2018 may end up being a member of the 1% in 2038, or sooner. They’ll remember how you treat them in one of your cars. Give them an experience they won’t forget, and they’ll tell your story for you — free of charge. 

LEXI TUCKER is LCT associate editor and coordinator of the LCT Fast 40, a group of operators under 40 who collaborate and learn from each other about all aspects of chauffeured transportation. She can be reached at [email protected]

Related Topics: LCTFast40, leisure travel, Lexi Tucker, Millennial Matters, Millennials, social media

Lexi Tucker Senior Editor
Comments ( 1 )
  • Anthony

     | about 10 months ago

    To ask the real operators to share their secret to their business is not going to work.. I have adviced fellow operators that understand what running a livery company is and what its not. To learn what is the proper way to run their business and to avoid getting tricked into false information by the industry shady operators that have managed to infiltrate both lctmag and chauffeur driven.

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