New global research from travel data platform ADARA reveals that Millennials in Great Britain are disrupting traditional models for travel.
They are dedicated travellers with three in four (76%) prioritising 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 behaviours among 18 to 34-year olds and 35+ year olds. It also leveraged first-party insight into millions of every day travel transactions across Europe, Asia Pacific and America.
The research shows that 92% love to travel to new places and the majority agree that travel involves new experiences and going off-the-beaten-track (90% and 77%, respectively).
The research also shows that when compared to their older counterparts, Millennials in the UK are more likely to use digital resources, such as review sites (29% vs. 21% among those 35+) to plan and book their travel – proving that marketers need to adapt their campaigns to reach this audience.
Other results from the study show that 86% of British Millennials prioritise price over airlines when choosing a flight (vs. 71% of those over 35+); they tend to plan ahead compared to older travellers; and they have disposable funds to spend on favoured luxuries such as travel upgrades and in-flight amenities.
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