Should airlines try to market to millennials?

Vueling tries to market to millennials. Should other airlines? Photo: Wikimedia Commons.

Vueling tries to market to millennials. Should other airlines? Photo: Wikimedia Commons.

How should airlines market to millennials? 

That was a hot topic today at a panel covered today in Miami featuring a couple of CEOs - Alan Joyce of Qantas and Alex Cruz of Vueling. You'll have to read my work in Aviation Week to learn what they discussed, but I'll summarize it this way. Vueling, a Spanish ultra low cost carrier, aggressively courts millennials, while Qantas takes the category seriously but doesn't go out of its way to win millennial travelers.

You may be wondering what a millennial is. It has various definitions, but the panel defined a millennial as someone born after 1980. These folks travel a little differently than older people, and they tend to prefer solving problems by using technology rather than speaking to a person. Skift argues that millennials prefer "experiential travel."

The panel was led by CNN anchor Richard Quest who had some great one-liners. This was my favorite. 

Do you agree? Is it hopeless for airlines to try to market to the under-35 crowd?