Trends about Millennial Travelers


Young adults born after the early 1980s are generally defined as millennials, and are also known as Generation Y. They have grown up together with high-tech gadgets, the Internet and social networks, and therefore it’s no denying that they have an encompassing feeling of being plugged in 24/7. Moreover, the 79 million group account for the largest proportion among all generations by now.

Millennials are adding new fresh air into the travel industry. By 2020, 320 million international trips are expected to be made by youth travelers each year, a staggering 47% increase from 217 million in 2013. If you want to have a clear mind of the millennials, below are the trends you need to know.

1.     Friends’ recommendations matter.

Online sources have exerted great influence on millennials, such as review sites, blogs and social media. As reported, 76% of millennial travelers put friends’ recommendations as the first priority when considering travel, 80% are more influenced by travel reviews, and 18% consider travel agent advice.

2.     They are adventurous.

According to our American Millennials study, 69 percent of millennials consider themselves to be adventurous. They are constantly looking for more opportunities to diversify their lives and experience new cultures whether in their own backyards or across the pond.

3.     They spend more money in travel.

Millennial travelers are willing to spend money on travel, and are spending more on it. According to MMGY Global’s survey, these travelers spent 20% more on trips than the previous year.

4.     They use mobile devices and digital platforms.

Millennial travelers use smartphones when booking and researching travel, and use more tablets when travelling. 49% of millennial travelers use smartphones when planning trips and 35% book journeys on them. In general, digitalizing covers the whole process, from research to booking and email confirmations to mobile ticketing.

5.     They are most likely to respond to native ads and branded content.

Audiences of all ages have become increasingly wary of traditional display ads over the years. But native ads and branded content, according to research, may appeal to millennial travelers more than other types of ads. 80% of millennial travelers refer to travel articles and photos online, while two-thirds are viewing videos.

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