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AMEX research finds that Millennials value high-touch service just like Boomers
16 August 2016
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American Express has released results of a new survey on travel demographics.


  • Compared with Boomers, Millennials say they are more optimistic and plan to travel more frequently and spend more on travel in the next 5 years.
  • Both Millennials (89%) and Boomers say they value personalized service.
  • 92.4% of the unreported percentage of Millennials who have used a travel agent in the past 5 years say that it enhanced their travel experience. (But bear in mind that nobody likes to admit having made a bad investment.)
  • 60% of millennials say they are willing to pay for an agent's expertise in future. (Remember that people tend to tell researchers what they think they want to hear.)
  • 76.3% of Millennials ("nearly equal to Boomers") say they prefer to stay at traditional hotels.
  • 46% of both Millennials and Boomers say that "enhanced in-room technology" is the most appealing hotel trend.
  • Nearly 70% of Millennials say they would prefer a personalized travel experience to a package, but 58.7% say they'd opt for the package if less expensive.
  • 54.9% of Millennials feel that it's their duty to post travel reviews on social media.
  • 25.8 % of Millennials say they spend too much time on social media while traveling.
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