David H Boggs Search Marketing Blog: What Millennial travelers from UK USA Germany and China want in a holiday

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What Millennial travelers from UK USA Germany and China want in a holiday



By
20 July 2017 (Edited 20 July 2017)




New research by UK-based market researchers YouGov finds that Millennial travelers' needs for individualized cultural experiences are unmet by traditional travel companies.

Researchers surveyed Millennial travelers living in the UK, USA, Germany and China �" no sample size or specific survey methodology is stated.

Some key findings by geographic market:

UK Millennials:

  • Around 26% of total country population or 16M individuals
  • 77% said they have taken one or more holidays in the past 12 months.
  • 62% said they booked online.
  • Top 3 favorite holidays:
    1. City
    2. Beach
    3. Relaxation with sightseeing
  • Top 3 kinds of holidays in which they show more interest compared to older generations:
    • City
    • Activity/sport
    • Cultural
  • Modern platforms they prefer to traditional ones:
    • Uber
    • National Rail
    • Megabus
    • Facebook
  • Hobbies and interests they like to pursue when traveling:
    • Music
    • Movies
    • UK News
    • Television
  • Share that agreed “I can’t resist expensive products”: 19% vs. 12% of non-Millennials
  • Best channel to get their attention: online advertising
  • Needs more important to them than to older generations:
    • Diverse range of cultures and ideas
    • Emojis in text
    • Takeaway food
  • Share that consider themselves to be early adopters: 12%

US Millennials:

  • Around 23% of total country population or 73M individuals
  • 59% said they have taken one or more holidays in the past 12 months.
  • 49% said they booked online.
  • Top 3 favorite holidays:
  1. Beach
  2. Lake/mountains/countryside
  3. Sightseeing
  • Top 3 kinds of holidays in which they show more interest compared to older generations:
  1. City
  2. Events
  3. Activity/sports
  • Modern platforms they prefer to traditional ones:
    • Uber
    • Airbnb
    • Lyft
    • Facebook
  • Hobbies and interests they like to pursue when traveling:
    • Politics
    • History
    • Music
    • Movies
  • Share that agreed “I can’t resist expensive products”: 23% vs. 13% of non-Millennials
  • Best channels to get their attention: mobile apps, and any with content about video games, sex and relationships, beauty care
  • Needs more important to them than to older generations:
    • Prefer text messages to phone calls
    • Stand out
  • Share that consider themselves to be early adopters: 9%

German Millennials:

  • Around 21% of total country population or 17M individuals
  • 76% said they have taken one or more holidays in the past 12 months.
  • 49% said they booked online.
  • Top 3 favorite holidays:
  1. Beach
  2. City
  3. Relaxation with sightseeing
  • Top 3 kinds of holidays in which they show more interest compared to older generations:
  1. Multi-destination
  2. City
  3. Winter sport
  • Modern platforms they prefer to traditional ones: [list]
  • Swoodoo
  • Airbnb
  • HolidayCheck
  • Facebook
  • Hobbies and interests they like to pursue when traveling:
    • Movies
    • Music
    • Eating and drinking
    • Entertainment
  • Share that agreed “I can’t resist expensive products”: 31% vs. 30% of non-Millennials
  • Best channels to get their attention: any with content about movies, food and drink
  • Needs more important to them than to older generations:
    • High professional status
    • Get input from others when making decisions
    • Check reviews before buying
    • Willing to pay more for luxury brands
  • Share that consider themselves to be early adopters: 16%

Chinese Millennials:

  • Around 31% of total country population or 415M individuals
  • 72% said they have taken one or more holidays in the past 12 months.
  • 47% said they booked online.
  • Top 3 favorite holidays:
  1. Beach
  2. City
  3. Relaxation with sightseeing
  • Top 3 kinds of holidays in which they show more interest compared to older generations:
  1. Sailing/boating
  2. Winter sport
  3. Camping/outdoors
  • Modern platforms they prefer to traditional ones:
    • Vienna International Resorts
    • Jumeirah
    • Wanda Hotels & Resorts
    • Facebook
  • Hobbies and interests they like to pursue when traveling:
    • Eating and drinking
    • Music
    • Fashion/design
    • Travel and holidays
  • Share that agreed “I can’t resist expensive products”: 24% vs. 25% of non-Millennials
  • Best channels to get their attention: mobile ads, any with content about music, computer games, photography, fishing
  • Needs more important to them than to older generations:
    • Consult with peers to reach opinion
    • Make impulsive purchases
    • Shop with an open mind
  • Share that consider themselves to be early adopters: 11%

Recommendations from YouGov:

  • Recognize that Millennials want a more individualized, adventurous, culture-oriented travel experience.
  • Understand that they plan and book differently, use newer platforms.
  • Create experiences related to their hobbies or interests.
  • Make offerings available online, especially via mobile.
  • Start using new technologies like VR, AR.

To which I would add:

Many of the finding are unsurprising and fairly obvious: some Millennials use Facebook, are interested in sex, like emojis in text, get peer input before making decisions, etc.

And it would be uneconomic for many destinations to spend a lot of money trying to attract Millennial tourists from the UK or the USA or Germany.

But if Millennials from one or more of these countries are already visiting your region in reasonable numbers, this research gives you some actionable information about how good a match your offerings are with what they want.

Example #1:

We know that 230,000 visitors from China entered Massachusetts via Logan Airport in 2016. If the age distribution of these visitors is similar to that found by YouGov, then 31% or 71,300 of them were Millennials. And you also now know from the YouGov research that their #1 favorite type of trip is a beach holiday. And they’re more interested in boating than are older Chinese visitors.

And if your tourism business is located on Cape Cod, you’ve just identified a wonderful opportunity, along with information about how best to take advantage of it: use mobile ads and AdWords partner network ads on sites with content about music, computer games, photography, fashion, etc.

Example #2:

If you run a hotel in a US city where the vast majority of visitors are domestic tourists, consider how well your offerings match the needs of US Millennials.

Although city trips aren’t on their top-3-favorites list, they’re #1 on the list of kinds of trips in which they’re more interested than are older Americans.

Without major changes to operations or physical plant, you could develop an offering that would appeal to American Millennials who are interested in history or music and communicate this to them via mobile apps and ads on beauty-products sites, right?

Every bit of new, meaningful research from trusted sources is valuable!


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External Article: https://mena.yougov.com/en/news/2017/05/16/are-millennial-travellers-re-writing-tourism-lands/



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