The Millennial hipster is in terminal decline. The travel industry must respond


I am suffering from a strange new Millennial affliction. Pulled pork gives me indigestion. Ironic T-shirts make me sick. Selfies have become an embarrassing practice from my near-youth, along with wearing too much kohl and advocating red-hot socialism. I no longer find exposed-brick cocktail bars cool – just cold.

I’m not the only twenty-something who feels this way. Reports have emerged that reclaimed wood is on its way out and the men of Shoreditch are shaving off their hipster beards. This is a relief for people like me, but a problem if you work in tourism. After a sluggish start responding to the Millennial market, travel companies are now feverishly pumping money into selling Brooklyn street food tours, artisanal beer tasting experiences, and trendy cruises to a hipster caricature – one that is already approaching its sell-by date.

This could be particularly costly for Britain’s new breed of ‘ste-retro-typical’ hotels. I mean the hip pads catering to the cool kids, dangling with vintage light bulbs, and glinting with more copper than the belly of a Chilean mine. They will very quickly go out of style.

The little brothers and sisters of us Millennials – who have very different tastes – are accelerating this trend: Whereas Millennials apparently like their chill-out spaces with flaking décor not dissimilar to a serial killer’s basement, Generation Z – those born between 1995 and 2014 – are more fond of ‘elegant connoisseur’ design. According to interior software company, Modsy, this boils down to a slicker, more glamorous look (expensive looking vintage rather than tatty Millennial kitsch; bold pops of colour; slick design pieces like Barcelona chairs).

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