Do Millennials Make The Most Attractive Customers For Travel Companies?

Millennials are often presented in reports and the media as being different to previous generations that have come before them and are often shown as an attractive audience for businesses to target.

Articles such as Millennials are changing the future of travel — here’s how travel companies are adapting and Millennial Expectations Are Reshaping Travel Industry suggest that millennials are changing the travel industry and that travel companies should adapt their offerings to suit this particular age group.

Are millennials really more attractive than other age groups?

We recently conducted an exclusive survey of UK travellers to learn about their travel plans over the next 12 months and the role that age plays in these plans.

The survey showed that millennials are an attractive audience for travel companies. This group plans to spend more than any other age group on travel in the next 12 months; they plan to spend £3,499 on travel which is £575 more than the overall average of £2,924 for all age groups.

On top of this, 40% of millennials are planning 4 or more trips abroad and will take almost 2 long-haul trips per person in the next 12 months. Millennials are also the biggest audience for destinations including Australia, Mexico, The Caribbean, Croatia and Malta.

However, millennials are by no means the only generation that are attractive to travel companies. Highlights of our findings about other groups include:

• 20% of generation Z travellers will take an activity and adventure holiday
• 17% of generation X travellers are planning a multi-centre break
• Generation X is also the biggest audience for India, Thailand and The UAE
• 17% of baby boomers will go on a cruise holiday
• Baby boomers are also the biggest audience for Germany, Portugal, Italy, Spain and the US

View our infographic for more direct insight into how age impacts travel plans and to find out whether millennials really are the most attractive audience for travel companies.

View the infographic now

Confidence Is The Key To Success In The Travel Industry

The major theme that emerged from our survey was confidence – this is the key to success in the travel industry.

The insight showed that consumers need to feel confident in what they can spend, that what they are looking for in a trip is available and that plans that they make are adequately protected.

The success of a travel company in today’s marketplace is impacted by their ability to build confidence amongst customers that they can provide the right options, right prices and right protection to minimise consumer concerns.

Based on this research, our whitepaper explores the role that confidence plays in today’s travel market and explains how travel companies can best position themselves to successfully win consumer confidence.

What you will learn

A must read for anyone operating within the travel industry, the whitepaper gives direct insight from consumers into travel plans. It answers these questions and more:

• How frequently will consumers travel and what will they spend in coming months?
• Which destinations will prove most popular with consumers?
• What types of travel are consumers planning?
• Which factors will have most impact on travel plans?
• How are these factors impacting what consumers look for and the way they make travel plans?

Watch this space

The survey was conducted in May 2016 surveying 1,010 consumers and following the result of the United Kingdom European Union membership referendum which took place on June 23^rd 2016 we will be repeating this survey to understand the impact of Brexit on the travel plans of Brits.

The results will be published in early-Fall so make sure to keep a close eye on the blog for this update!