Cosmopolitan Launches Concierge Travel Service for Gen Z and Millennial Consumers

Its new CosmoTrips concierge service delivers a unique opportunity for the brand39s Gen Z and Millennial audience to quottravel like an editorquot with instantly bookable curated vacation experiences in top cities across the US The idea for CosmoTrips became a reality after multiple consumer surveys focus groups and a pause due to COVIDGirlfriend getaways are a special focus of the service Many women particularly Gen Z and Millennials take three to four trips a year with their friends according to Cosmo39s researchNancy Berger Senior Vice PresidentPublishing Director and Chief Revenue Officer of Hearst Youth Wellness Group noticed that many of the people that worked with her were often planning this type of excursion for their friends quotIt was always that person who was the most organized the most plugged in and so it was really interesting to have a bird39s eye view of how people were travelingquot she said She also noticed the frequency and priority that Millennials and Gen Z placed on these tripsThe bespoke two and threenight trips are curated for things like quotThe Foodie Editquot in Austin or quotThe Instagram Editquot in Charleston The packages include deals at top hotels multiple quotCosmoTrips Exclusive Perksquot and the perfect itinerary to the best of each city The service focuses on offerings that people can39t find anywhere else all vetted by Cosmo editors Trying to book similar experiences a la carte would be more expensive and much more work than the experiences CosmoTrips curates Berger notedWhen Cosmopolitan created the offering they knew that creating a special experience had to be the utmost priority in order to appeal to their audience To ensure success they partnered with travel leaders DH Enterprise ampamp Associates as the operations and technology platform provider and experience specialist Travel Curious which is always on the lookout for highly engaging immersive cultural experiencesThen Cosmo added some signature touches quotFrom the moment travelers get to the hotel they39re going to feel well taken care ofquot Berger explained From the very first impression the trips will be fun and exclusive each trip offering special inclusions such as a complimentary poolside cabana reservation a class at a soughtafter fitness studio a sunset sailing cruise or a private guided walking tour that hits all the best Instagram photo spots CosmoTrips also understands the joy of anticipation travel can bring For example it builds in surprise and delight moments like the CosmoTrips Getaway Box that travelers will receive approximately two weeks prior to their tripWhile CosmoTrips are currently available to four cities there are plans to expand to popular domestic destinations like Las Vegas Miami and New Orleans soon The focus on domestic travel for the launch was intentional in part due to the myriad of travel challenges the pandemic created from border closings testing requirements and even the ability to get or renew a passport With travel restrictions lifting CosmoTrips may soon offer unique experiences to international destinations like the Caribbean and MexicoThey39ve also been thinking about trips to more distant locations that would appeal to Gen Z For example South Korea is a dream destination for its cultural influence on everything from Kbeauty to Kpop Berger hinted that quotlonghaul trips would be a different kind of experiencequotIn addition to the curated experiences Cosmo was thoughtful about how travelers would pay for the trips To answer those needs Berger reached out to David Sandstrom Chief Marketing Officer of Klarna the leader in buy now pay later Klarna quickly signed on to serve as the official quottravel now pay laterquot sponsor for CosmoTrips Through the partnership it39s easier for consumers to budget their travel plans The proprietary booking engine from DH also allows multiple people to pay for their own trip alleviating a variety of burdens and clunky group travel experiencesAnother unique partner is Bloomingdale39s Known for their originality and fashion curation they were an ideal choice to help with a fun aspect of travel planning shopping for new outfits As part of the partnership Cosmo teamed with Bloomingdale39s to send style influencers on CosmoTrips to the launch destination cities this summerFor Cosmopolitan the success of CosmoTrips lives in not only the bookings and social currency but also in advertising revenue According to an IAB survey advertising growth in the travel industry is rebounding at extraordinary rates up 27 in the first half of 2022 alone From advertising revenue to new partnerships to merchandise the opportunities are endlessquotWhether it39s hotels or destinations or experiences or airlines advertisers all want to reach this demographic and they really haven39t had a direct line to themquot said BergerWhile Cosmopolitan isn39t the first media brand to make a foray into travel booking they are the first to offer the services for free and curated specifically for Millennial and Gen Z interests CosmoTrips continues to help Cosmopolitan build on its 136year legacy as a trusted resource for young women So where will you travel nextClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Cosmopolitan Launches Concierge Travel Service for Gen Z and Millennial Consumers

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Brandie Feuer

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Cosmopolitan Launches Concierge Travel Service for Gen Z and Millennial Consumers

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