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American
Millennials Disrupting Traditional Travel Models
|
Research from
ADARA reveals Millennials across America are travel
influencers
willing to spend on great experiences
|
Mountain
View, CA – May 2016 / Newsmaker Alert / New global research from travel
data platform ADARA reveals that Millennials
in America are disrupting traditional models for travel. They are dedicated
travelers with 2 in 3 (67%) prioritizing travel above any other expense,
but are savvy bargain hunters with a penchant for luxuries. They are more
likely to book through intermediaries and are less likely to be in loyalty
programs as they currently exist.
The
study looked to expose the travel habits of Millennials using focus groups
and research to compare attitudes and behaviors among 18 to 34 year olds
and 35+ year olds. ADARA also leveraged first-party insight into millions
of every day travel transactions across Europe, Asia Pacific and America.
The research shows that 96% love to travel to new places and the majority
agree that travel involves new experiences and going off the beaten track
(94% and 74%, respectively).
The
research also shows that when compared to their older counterparts, Millennials
in the US are more likely to use digital resources, such as review sites
(38% vs. 20% among those 35+) to plan and book their travel – proving that
marketers need to adapt their campaigns to reach this audience. In addition,
the research found that:
-
US Millennials
are more likely to book flights through general travel websites (39% vs.
34% airline sites)
-
They are
also more likely to book hotels through general travel websites (52% vs.
31% hotel sites)
-
39% of
those surveyed agree: “I don’t think it’s worthwhile to sign up for
loyalty programs.”
Millennials
plan ahead to ensure the best experience at the best price
84%
of US Millennials prioritize price over airlines when choosing a flight
(vs. 74% of those over 35+). Millennials tend to plan ahead compared to
older travelers – they start searching for flights 13 days in advance of
booking the flight compared to 9 days to ensure that they get the experience
at the best price. Hotel searches are no different, with a longer window
of 7 days prior to booking compared to 5 days for those aged 35+.
The
data also reveals that US Millennials fly more and opt to travel front
of cabin (38%), highlighting that they have disposable funds to spend on
favored luxuries. This is higher than those surveyed in France (32%), Singapore
(25%) and Hong Kong (23%). In addition, ADARA found that:
-
44% of
US Millennials are willing to pay for upgrades, compared to 37% of 35+
year olds and are more likely to purchase amenities in-flight
-
32% of
US Millennials in America have stayed in a house or apartment rental (e.g.,
Airbnb) in the past year compared to only 17% of those 35+
-
86% have
stayed in hotels, and they are more likely to prioritize free Wi-Fi and
amenities such as a spa & gym compared to those 35+
Elizabeth
Harz, President of Media and CMO, ADARA, said: “Our research shows
American Millennials are interesting to travel brands in ways they may
not have data to support. They are travel influencers, helping friends
and family make purchase and brand decisions. As a group, they are savvy
shoppers who are willing to splurge on the right experiences from extra
leg room to a cooking class in a new destination.”
Methodology
ADARA
conducted the research among 3000 Millennial travelers aged between 18
and 34 years old in the US, UK, France, Australia, Hong Kong and Singapore
alongside research partner Db5. They surveyed and conducted focus groups
with Millennials that have taken 3+ trips in the past year. ADARA’s first
party data was also leveraged to compare search and booking behaviors of
Millennials compared to travelers aged 35+.
About
ADARA
ADARA
leverages global proprietary travel data to deliver increased business
performance through its innovative platform, and exceptional team. ADARA’s
Magellan platform transforms loyalty, search and booking data into actionable
insight allowing companies to better understand, reach and engage customers.
Magellan is fuelled by first-party data from 90+ global travel partners,
including United, Delta, Hyatt, Marriott and Hertz. Founded in 2009, ADARA
currently has 19 offices across the US, Europe, Middle East and Asia, including
its headquarters in Mountain View, California. For more information, visit
ADARA.com
or follow us on Twitter
@ADARAglobal.
Media
Contact:
Michael
Frenkel
MFC
PR – New York
for
ADARA
201-317-7035 |