millennial and gen z traveler survey 2019...first millennials were born in the early 1980s (meaning...
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Millennial and Gen Z Traveler Survey 2019: A Multi-Country Comparison Report
Skift Research
Meghan Carty, Research Analyst
Research.Skift.com
Report OverviewSkift Research presents the first ever edition of our Millennial and Gen Z Traveler Survey. As these generational groups continue to grow in population share and spending power, it’s becoming paramount for travel brands to understand these cohorts as unique groups, both from each other and from the generations that have come before them. Understanding their habits, preferences, and values is key to attracting them as customers.
Making global claims about generational cohorts, however, risks painting the picture with too broad a brush. The terms “Millennial” and “Gen Z” themselves are predominantly a “western” way of defining generations. Additionally, country and cultural differences often have a larger bearing on behavior and values than generation does. To fully understand these age groups from a global perspective, it’s imperative to compare them side by side across countries at various developmental stages — economically and culturally. For this reason, our online survey collected responses from travelers aged 16 to 38 who reside in five major travel markets around the world: The United States, the United Kingdom, Australia, China, and India.
This data-intensive report presents and analyzes the findings of the surveys from each country. We compare the five countries to one another overall (Millennials + Gen Z) in order to spotlight larger regional trends. We then take a deeper dive into each of the countries one by one, slicing highlights from the data by four finer-tuned age groups: Young Gen Z (16–18 year olds), Old Gen Z (19–22), Young Millennials (23–30), and Old Millennials (31–38). The report ends with a look at a few key areas where these four age groups differ from one another the most across the five countries, highlighting where generational cohort differences are consistent and inconsistent across the globe.
1
Survey Methodology
Skift Research’s Millennial and Gen Z Traveler Survey 2019 collected responses from respondents ages 16–38 who reside in five countries around the world. Around 1,000 responses each were collected from the U.S. (1,046), China (1,143), and India (1,015), due to the larger size of these markets, and around 500 each were collected from the UK (509) and Australia (523).
To qualify, respondents had to indicate that they had taken at least one leisure trip in the last 12 months. For this project, a leisure trip is defined as at least one night’s paid stay 50 miles or more from home. They also had to indicate their current age as 16 to 38 years old. For all countries, our final responses came from approximately 30% Gen Z (16–22) and 70% Millennials (23–38).
All surveys except for China were fielded in English to English-speaking respondents, and currencies and other items were localized accordingly. The China survey was translated into simplified Chinese. The surveys were fielded by a trusted third-party consumer panel provider.
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Defining Millennials and Gen ZThe first order of business is to define the Millennial generation.
The Millennial generation follows Generation X in the line of generational cohorts. There is some debate about when exactly Generation X transitioned to the Millennial generation, and it is even more unclear when this generation came to an end. By and large, however, most researchers and culture experts agree that the first Millennials were born in the early 1980s (meaning they are in their late 30s today). The end of the generation — when it transitioned to Generation Z (Gen Z) — is placed anywhere from the mid-1990s to the early 2000s, making the
youngest Millennials about 19 to 24 years old today. We discuss our own definitions below.
There are many ways that Millennials are stereotyped (most of which stem from western perceptions), but the thing that truly defines the generation is the fact that members of this cohort came of age during the “digital age,” and therefore have developed a reliance on technology that no generation before them had.
That brings us to Generation Z. As mentioned above, there’s wide debate about when the Millennial generation gave way
to Gen Z. Upon consulting numerous sources, such as thePew Research Center, as well as our own survey data, Skift Research places this transition time in the late 1990s, meaning the oldest members of Gen Z are currently 22 to 23 years old. Whereas Millennials are tied together by their coming of age in technology’s boom time, Gen Z is defined by the fact that they have been surrounded by technology, like mobile phones and social media, from a very young age, if not their entire lives.
As for when this generation will end, that’s still to be determined. It will take time to see how its members mature,
develop their own values and behaviors, and to see when thecultural context will have changed enough to declare the beginning of the next generation, which requires some hindsight.
For the purposes of this report, we focus our analysis of Gen Z on 16- to 22-year-olds, as they are old enough to have part-time jobs in most places, so they have probably made decisions about how to spend money. They are also old enough to have made decisions related to travel, or at least have had a say in these decisions.
No matter how they’re defined, it’s important to pay attention
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to these generational cohorts as they continue to grow in influence.
Millennials have already surpassed older generations in most markets in terms of their population size and their spending power is continuously increasing. In the U.S. for example, they became the largest generation in the country’s workforce back in 2017, according to the Pew Research Center.
Gen Z is not far behind, and in fact may outpace the influence of Millennials at some point in the not-too-distant future.
According to an analysis of United Nations data by Bloomberg, Gen Z will surpass Millennials in terms of global population share sometime in 2019, using 2000/2001 as the
generational split. Gen Z is expected to reach 32% of theglobal population of 7.7 billion before this year is out. This puts it just ahead of the Millennial population, which will make up 31.5% of the global population at the time.
It’s important to keep in mind that generational cohorts are useful only to define broad trends, but not to define individuals. It’s crucial not to oversimplify or to think of trends as hard-and-fast rules. For example, the youngest Millennials likely have more in common with older Gen Zs than they do with the oldest Millennials. To add some nuance to our analysis, we followed the lead of many other researchers and have broken our generational cohorts into four smaller groups among which certain characteristics are likely to be shared:
1) Young Gen Z (16–18 y/o): Likely to still live with parents/guardians, be in high school, with the possibility of working a part-time job. Most travel is with immediate family (parents and/or siblings) or possibly with friends.
2) Old Gen Z (19–22): Likely to be living away from parents/guardians, pursuing higher education, and/or working more often, up to full-time hours. Most travel is with immediate family, friends, and possibly with significant others.
3) Young Millennials (23–30): Likely post-college/university, working full-time jobs, and may be starting families. Travel companions begin to shift toward significant others, spouses, and children, as they reach different life milestones.
4) Old Millennials (31–38): Majority are married, have children, and work full-time jobs. Most travel is with their own significant others/spouses and their own kids.
Members of Gen Z (and even some Millennials) are still quite young, and so are still developing their own values, habits, beliefs, and financial independence. Even so, researchers and culture experts have identified some ways that this generation is already showing differences compared to its older peers, especially in western markets.
In an article by American Express, Jeff Fromm, president of FutureCast, a marketing communications company, and co-author of Marketing to Gen Z, explained: “Generation Z consists of 'old souls in young bodies' in many areas …
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Members of this generation are digital, social, and mobile to the core, but embrace more traditional values around hard work and saving for the future.”
There are also many other factors at play that are likely to impact an individual’s behavior and values just as much as, or more than, their generational cohort, especially when it comes to travel, which we know is strongly tied to socio-economic status and country of residence. This is why we made the decision to survey members the Millennial and Gen Z generations in five major travel markets: the U.S., the UK, Australia, India, and China.
On the cultural side, as market research company Ipsos MORI noted about its 2017 reportMillennial Myths and Realities, “One of the most important
conclusions from this review is that we should take a ‘culture before cohort’ approach: the differences between countries (outside a tight-knit group of U.S., UK, and similar Western democracies — but also often even within these) generally dwarf the differences between cohorts.”
It notes how different the contexts of Millennials’ lives around the world have been from their formative years and into their adulthood.
Consider the impacts of the 2008 financial crisis and how different economies were impacted. Economic activity in the U.S. and UK contracted sharply, instilling those cohorts with a sense of financial conservatism. Whereas in China, India, and Australia growth simply slowed down, but GDP did not shrink,
perhaps giving some in these generations greater financial optimism.
We have already seen how these contexts are playing out in the travel industry, with the domestic and outbound travel markets booming in countries like China. And our survey findings confirm some traits that we’ve already known and reveal some that we have yet to have clarity around.
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Key Takeaways• Millennial and Gen Z travelers from China and India stand out in many ways from their peers in the U.S., UK, and
Australia.‣ They are more avid travelers, less budget conscious, and take on more of a role in planning their leisure trips.‣ They care more about the environment and having unique travel experiences. They are also incredibly mobile
dependent along their journey compared to their “western” peers.‣ They are more likely to have taken certain types of trips, like cruise and wellness trips.
• In other ways, Millennial and Gen Z travelers show consistencies across countries.‣ For example, they all prioritize experiences. When traveling, they especially prioritize those related to food and
dining.
• When it comes to looking at Millennials compared to Gen Zs, the trends are easiest to spot when looking within countries, although some consistencies are visible between countries as well.‣ In China and India, for example, Young and Old Millennials tend to have more in common with one another
than they do with either Gen Z group. This isn’t always the case in the other countries, however. In Australia for example, Old Gen Zs and Young Millennials show more similarities with each other.
• In each country, it is clear that Gen Zs are developing their own online behaviors. They prefer different social media platforms from their older peers and are indicating a more mobile-first mindset, especially in China and India.
• Gen Zs, especially the youngest of the generation, have yet to come into their own as travelers. They are less likely to have gone on certain types of trips, like wellness trips, or participated in certain travel activities, like adventure experiences, compared to Millennials. It will take time to see whether these differences are truly based on different preferences or values, or if they simply haven’t had the time or opportunity to have had as diverse travel experiences as their older peers have.
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Country ComparisonContents:
• Leisure Travel Frequency
• Destination Selection• Trip Planning• Booking Behavior
• Spending• Loyalty
• Advertising + Media• Online Behavior• Ethical Values
• Types of Trips• Travel Activities
• Accommodations• Sharing Economy Use• Business Travel
7
Leisure Travel Frequency• Number of Leisure Trips
• Domestic vs. International Leisure Trips
• Length of International Leisure Trips
8
Number of Leisure Trips:Millennial and Gen Z travelers from China and India are avid travelers compared to their peers in other markets.
63%
37%
59%
41%
61%
39%40%
60%
48%52%
1 to 2 3 or more
U.S. UK Australia China India
How many leisure trips have you taken in the last 12 months?
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 9
Of those leisure trips you’ve taken in the last 12 months, how many were domestic versus international?
68%
19%
8%5%
30% 31%
22%
17%
46%
25%
15% 14%
31%
52%
16%
2%
49%
31%
15%
5%
All of them weredomestic trips
Most of them weredomestic trips
Most wereinternational trips
All wereinternational trips
U.S. UK Australia China India
Domestic vs. International Leisure Trips:Those in the U.S. are heavy domestic travelers, while those in the UK travel internationally more often.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 10
39%
28%
56%51%
75%
67%
33%
21%
28%21%
… took only international leisure trips in the past year
… took both international and domestic leisure trips in the past year
U.S. UK Australia China India
Length of International Leisure Trips:Australia stands out for the long average length of international trips Millennials and Gen Zs go on, followed by the UK.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015
International leisure trips in the past year that lasted 7 or more nights on average among those who ...
11
Destination Selection• Preference for New or Repeat Destinations
• Most Important Destination Characteristics
• Motivators to Travel
• Destinations Most Want to Visit Next
12
For your next trip, would you prefer to travel to a new destination or a destination you’ve already been to?
% Prefer to go to a new destination:
89% 86% 86%
99%95%
U.S. UK Australia China India
Preference for New or Repeat Destinations:The preference for traveling to a new destination rather than a repeat destination is high among all countries, but especially in China and India.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 13
42% 48%34%
21%33% 33%
25%
8% 12% 10%17%
1%
What are the most important considerations for you when deciding on a vacation destination? Please select up to 3 of your top considerations.
Interesting guided tours
available
Climate / Weather
Adventure / recreation
experiencesShopping
Restaurants / Local food offerings
Safety Value for the money
Surrounding nature Nightlife
U.S.
UK
Australia
China
India
Arts and cultural
experiences
Quality of places to
stay in area
I’ve never had a role in
selecting a vacation
destination
38% 44%
22% 16%
37% 39% 37%
5% 8% 14% 18%3%
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 Note: “Other” was also given as an option, but received fewer than 2% in each market, so is not shown here.
35% 35%23%
14%
46% 48%
25%
5% 10% 13%23%
2%
32%42%
25%17%
35%48%
34%
5% 8% 12%23%
3%
58% 54%63%
16% 18% 20%13%
3% 3%
33%
14%1%
Most Important Destination Characteristics:Chinese Millennial/Gen Z travelers are particularly interested in nature, local food, and arts and cultural experiences relative to other countries. The importance of shopping and nightlife is very low across all countries.
14
What usually motivates you to travel? Please select up to 3 of your top motivations.
Getting away from home and/or my
normal routine
Rest andrelaxation
Sightseeing/visiting cultural
or natural attractions
The chance to do certain activities
you don’t normally do at
home
Learning about different
cultures/places
Getting to try new
foods/drinks
Exploring nature
Getting to meet new
people
I usually travel b/c someone else plans it
and invites me
Other (please specify)
U.S.30% 26%
11%
37%48%
22%45% 52%
8% 1%
28% 25%13%
28%
52%
21%42%
52%
8% 1%
UK
30% 23% 14%33%
54%
27%45% 51%
6% 1%
Australia
57%43%
10% 15%
60%
27%
57%
15%5% 0.1%
China
43%27% 24% 26%
40% 49%38% 29%
8% 0.3%
India
Motivators to Travel:Exploring nature is an especially important motivator for Millennial/Gen Z travelers from India, while getting to try new foods and drinks is for those from China.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 15
Destinations Most Want to Visit Next:The international destinations Millennial/Gen Z most want to visit next run the gamut, from those in the same region, to those further away from their home country.
Top 3 countries Millennial/Gen Z most want to visit for their next international leisure trip:
1. The Bahamas – 9%
2. Australia – 6%
3. Italy – 5%
U.S.
1. United States – 10%
2. Spain – 7%
3. Greece – 5%
UK
1. Japan – 11%
2. United States – 8%
3. New Zealand – 7%
Australia
1. Japan – 14%
2. France – 12%
3. Australia – 10%
China
1. Australia – 14%
2. United States – 12%
3. Canada – 10%
India
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 16
Trip Planning• Sources of Travel Inspiration
• Planning Responsibility
• Planning Duration
• Top Trip Planning Websites
• Importance of Unique and Social-Media Ready Destinations
• Device Use17
Sources of Travel Inspiration:Friends and family are a major travel inspiration across countries, while travel TV shows play an outsized role in China, and social media in India.
Which of the following, if any, inspires you to travel the most? Select up to 2 of your top inspirations.
64%
33%
26%
16%13%
9%
3%
57%
30% 30%
17%
11% 12%
2%
60%
39%
30%
15%12% 10%
3%
54%
62%
30%
14%
27%
1% 1%
51%
42%39%
24%26%
3%1%
Friends and/or family Travel-related TVshows,
documentaries,and/or movies
Travel related socialmedia accounts
(other thaninfluencers)
Celebrities and/orsocial mediainfluencers
Travel-relatedmagazines
None of these Other (please specify)
U.S. UK Australia China India
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 18
Planning Responsibility:Those in China and India are more likely to be the primary travel planners for the trips they take, but even in the other markets, large majorities have at least some role in planning.
For a typical leisure trip, how much responsibility do you have in planning the trip?
50%
40%
9%
51%
44%
5%
50%
42%
8%
72%
26%
3%
65%
32%
4%
I am the primary planner I share this responsibility withsomeone else
Someone else usually plans tripsI go on
U.S. UK Australia China India
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 19
Planning Duration:Millennials/Gen Z in China are more likely to plan trips in a shorter time frame, while 3–6 months is most common among the other countries.
How long before a vacation do you normally begin planning it?
26%
47%
22%
6%
26%
51%
18%
4%
28%
47%
18%
6%
2%
21%
54%
23%
14%
35%
31%
20%
More than 6 months before 3–6 months before 1–2 months before Less than 1 month before
U.S. UK Australia China India
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 20
Which of the following websites have you used to plan leisure trips in the past? Select all that you've used before.
1. Google – 52%
2. TripAdvisor – 43%
3. Expedia – 39%
U.S.
1. TripAdvisor– 59%
2. Booking.com – 51%
3. Google – 44%
UK
1. TripAdvisor – 59%
2. Google – 55%
3. Booking.com – 48%
Australia
1. Ctrip – 78%
2. Qunar – 56%
3. Mafengwo – 29%
China
1. Google – 73%
2. TripAdvisor– 48%
3. Facebook – 44%
India
Top Trip Planning Websites:Google is a top vacation planning site in all markets but China (where it’s banned). There, Ctrip dominates this part of the traveler journey.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 21
I look for travel experiences my friends and family may not have thought of.(% Agree + Strongly Agree)
70%67%
62%
90%
81%
U.S. UK Australia China India
46% 45% 44%
75% 77%
U.S. UK Australia China India
When planning a vacation, how much do you consider a destination’s “Instagram-worthiness,” or how appealing your social media posts about your vacation will be to your friends and/or followers?
(% It’s a top consideration + I think about, but it’s not a top consideration)
Importance of Unique and Social-Media Ready Destinations:Planning unique leisure trips that will be well-liked by social media followers is most important to Millennial/Gen Z travelers in China and India.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 22
What device(s) do you use when researching and planning your trip?
Device Use:Millennial/Gen Z travelers from China and India are highly mobile-first. 71% of those in China and 67% of those in India research/plan trips using only or mostly their smartphone.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 23
20%
33%
17%
28%
1% 0%
23%
27%
21%
27%
1% 1%
19%
31%
16%
32%
2%1%
10%
61%
5%
24%
0% 0%
35%32%
16% 16%
1% 0%
Smartphone only Mostlysmartphone
Laptop/desktopcomputer only
Mostly laptop/desktopcomputer
I have neverused the internet to
research or plan travel
Other(please specify)
U.S. UK Australia China India
Booking Behavior• Air Travel Booking Methods
• Air Travel Booking Device
• Accommodation Booking Methods
• Accommodation Booking Device
• In-Destination vs. At-Home Activity Planning
• Activity Booking Methods From Home
• Activity Booking Methods From Home and/or In-Destination
• Activity Booking Methods In-Destination
• Activity Booking Device
• App vs. Browser for Mobile Bookings
• Travel Agent Use
• Comfort With Booking Via Voice Assistants
• Interest in Booking Via Voice Assistants24
How do you typically book your air travel?
33% 31%
7% 7%
12%
6% 4%
26%29%
6%
18%
11%7%
1%
22%
38%
5%
17%
11%6%
1%
74%
11%
4% 2% 4% 5%0%
29%26%
14% 13%8% 9%
2%
Third-party websites(such as Expedia,
Priceline, Kayak, etc.)
Directly on the airline’s website
Over the phone withthe airline directly
Through a travelagent
Someone else usuallybooks it
Third-party websitesas part of a package
Other (please specify)
U.S. UK Australia China India
Air Travel Booking Methods:Most markets are split between using third-party sites and booking directly to book air travel, but China is dominated by third-party sites.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 25
What device do you most often use when booking your air travel online?(Among those who typically book air travel digitally)
Air Travel Booking Device:China and India’s mobile-centricity is evident here as well. 84% of those in China and 64% of those in India use mostly or only their smartphone to book air travel.
U.S. N=777, UK N=328, Australia N=352, China N=1035, India N=663 26
15%
31%28%
22%
4%
13%
27%
38%
21%
1%
15%
29% 30%
25%
1%
12%
72%
4%
13%
0%
25%
39%
21%
14%
1%
Smartphone only Mostlysmartphone
Laptop/desktop computeronly
Mostly laptop/desktopcomputer
Other(please specify)
U.S. UK Australia China India
How do you typically book your vacation accommodations?
33%
27%
7%9%
15%
1%
31%
23%
7%
16%
6%
17%
1%
31%28%
8%
14%
7%11%
1%
69%
9%4% 2% 1%
14%
0%
26%
20%15% 14%
4%
21%
0%
Third-party websites(such as Expedia,
Priceline, Kayak, etc.)
Directly on the accommodation
provider’s website
Over the phone withthe accommodation
provider directly
Through a travelagent
Someone else usuallybooks it
Third-party websitesas part of a package
Other (please specify)
U.S. UK Australia China India
Accommodation Booking Methods:China is once again dominated by third-party sites to book accommodations, while the others are split between that method and direct booking online.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 27
What device do you most often use when booking your vacation accommodations online?(Among those who typically book them digitally)
U.S. N=784, UK N=357, Australia N=364, China N=1059, India N=677 Note: “Other” was also given as an option, but responses were less than .5%, so has been omitted.
Accommodation Booking Device:As with air travel booking device, China is overwhelmed by accommodation bookings made mostly on smartphone, while India continues to show mobile centricity.
28
17%
31%27%
24%
16%
31% 30%
22%
13%
35%
23%
29%
12%
72%
3%
13%
21%
43%
20%16%
Smartphone only Mostly smartphone Laptop/desktop computer only Mostly laptop/desktopcomputer
U.S. UK Australia China India
Do you usually plan all of your vacation activities before leaving home, or do you plan things while you’re in the destination?
36%
6%
56%
2%
31%
7%
58%
4%
37%
4%
57%
2%
42%
1%
56%
0%
58%
4%
36%
2%
I usually plan everything beforeleaving home
I plan everything once I am in thedestination
I plan some things beforeleaving home and some
things while in the destination
I’ve never planned vacation activities
U.S. UK Australia China India
In-Destination vs. At-Home Activity Planning:Millennial/Gen Z travelers from India are more likely to plan all activities before leaving home, while the other markets show a shared behavior of planning some before and some during vacation.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 29
How do you typically book vacation activities before leaving for your trip?(Among those who usually book all activities before leaving home)
65%
24%
9%
2%
70%
26%
3%1%
69%
26%
5%1%
30%
64%
5%1%
65%
23%
11%
0%
Directly through the website ofthe operator of the tour or
activity
Third-party website Over the phone from theoperator of the tour or activity
Other (please specify)
U.S. UK Australia China India
Activity Booking Methods From Home:When it comes to booking before a trip, all countries but China typically book travel activities directly online with the operator. China overwhelmingly prefers to use third-party websites.
U.S. N=377, UK N=157, Australia N=193, China N=482, India N=585 30
43%
22%
17%
8% 6%
2% 2%
34%
27%
20%
6%9%
4%1%
41%
19% 18%
8% 8%5%
1%
21%
57%
6% 5%8%
0% 1%
34%
28%
16%12%
7%
2% 1%
Directly through thewebsite of the operator
of the tour or activity
Third-party website In person from theoperator in the
destination
Over the phone fromthe operator of the
tour or activity
In person from athird-party
seller/discounterin the destination
Through the hotelconcierge
Other (please specify)
U.S. UK Australia China India
What is your most commonly used method for booking vacation activities?(Among those who usually book some activities before leaving home, and some while in destination)
Activity Booking Methods From Home and/or In-Destination:Among Millennial/Gen Z travelers who book activities both from home and in-destination, China once again shows exceptionally high use of third-party websites.
U.S. N=587, UK N=296, Australia N=296, China N=644, India N=367 31
22%
14%
27%
22%
7% 7%
2%
17%
20%
31%
3%
14% 14%
0%
29%
14%
33%
10%
5%
10%
0%
7%
29% 29%
0%
14%
21%
0%
42%
18%
22%
7%
11%
0% 0%
Directly through thewebsite of the operator
of the tour or activity
Third-party website In person from theoperator in the
destination
Over the phone fromthe operator of the
tour or activity
In person from athird-party
seller/discounterin the destination
Through thehotel concierge
Other(please specify)
U.S. UK Australia China India
Activity Booking Methods In-Destination:Even when in the destination, Indian Millennial/Gen Z travelers show high use of booking activities directly online, while the U.S. has an outsized preference for phone bookings, and China for booking through third-party sites and the hotel concierge.
How do you typically book vacation activities while you're in the destination?(Among those who usually book all activities once in the destination)
U.S. N=59, UK N=35, Australia N=21, China N=14, India N=45 32
Activity Booking Device:Yet again, China shows exceptionally high levels of bookings made mostly through smartphone, and India a relatively high proportion of smartphone only activity bookings.
What device do you usually use to book vacation activities?
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 33
24%
29%
22%24%
1%
28%
24% 25% 23%
0%
25%23% 24%
27%
1%
17%
67%
3%
13%
0%
37%34%
16%13%
0%
Smartphone only Mostly smartphone Laptop/desktop computeronly
Mostly laptop/desktopcomputer
Other(please specify)
U.S. UK Australia China India
48%
19%22%
11%
44%
23% 24%
10%
45%
22% 24%
9%9%
75%
15%
1%
37%
30% 30%
3%
Usually mobile browser Usually apps I’ve downloaded I use both fairly equally I've never booked any part of avacation on a smartphone
U.S. UK Australia China India
App vs. Browser for Mobile Bookings:All markets show a tendency to use a mobile browser to book via mobile, except for China, which is dominated by app use instead.
When you book parts of a vacation on a smartphone, do you usually use a mobile internet browser or do you use apps that you’ve downloaded?
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 34
Travel Agent Use:More than half of Millennial/Gen Z travelers have used a traditional travel agent to book travel in the past, except in the U.S. China and India shows especially high use.
34%
51%
59%
80%
68%
U.S. UK Australia China India
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015
Have you ever used the services of a travel agent (not online) to book any part of a trip?(% Yes)
35
Are you comfortable booking any part of a vacation using a voice assistant (i.e., Google Home, Amazon Alexa)?
32%
46%
22%
30%
51%
19%
26%
50%
24%
67%
14%19%
72%
15% 14%
Yes No Not sure
U.S. UK Australia China India
Comfort With Booking Via Voice Assistants:Large majorities of Millennial/Gen Z travelers from China and India say they’d be comfortable booking travel via voice assistants. The other markets are not for the most part.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 36
Would you use a voice assistant to book any part of a trip if it was an option for you? (Excluding those who are not comfortable doing so)
48%
18%
5%
29%
48%
21%
4%
26%
40%
17%
6%
37%
74%
6% 7%13%
70%
13%
7%10%
I would I would not I have booked part of a tripusing a voice assistant before
Not sure
U.S. UK Australia China India
Interest in Booking Via Voice Assistants:Not only are they most comfortable with the idea of the technology, China and India show the highest interest in booking via voice assistants if it was available to them.
U.S. N=563, UK N=250, Australia N=263, China N=983, India N=866 37
Spending• Is Travel a Luxury or a Necessity?
• Budget Consciousness
• Views on Spending Priorities
• Spending Responsibility
• Spending Expectations
• Parts of Travel Most Want to Splurge On
• Actual vs. Preferred Payment Method While Traveling38
Do you consider travel to be a luxury or a necessity?
76%
24%
76%
24%
71%
29%
20%
80%
57%
43%
A luxury A necessity
U.S. UK Australia China India
Is Travel a Luxury or a Necessity?:Millennial/Gen Z travelers in all of the “western” countries are likely to think of travel as a luxury, while India is more split on the matter, and China overwhelmingly views it as a necessity, reflecting the growing appetite for travel in these emerging markets.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 39
I am budget conscious when planning travel.(% Total agree and % Strongly agree)
Budget Consciousness:Across markets, majorities of all Millennial/Gen Z travelers agree that they are budget conscious when planning travel. China has the lowest levels of agreement.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 40
84% 77% 83%
58%76%
47%
34%42%
19%
49%
U.S. UK Australia China India
Agree (Strongly agree + Somewhat Agree)Strongly Agree
Would you rather spend your money on an experience or a physical good?
(% Who prefer experience over physical good)
88%83% 84% 86% 83%
U.S. UK Australia China India
I would rather spend money on travel than on things at home.
(% Strongly agree + Somewhat agree)
64% 63% 60% 60%
75%
U.S. UK Australia China India
Views on Spending Priorities:Overwhelming majorities in all markets agree that they prefer spending on experiences, but fewer agree that the experience type they prefer is travel.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 41
What role do you usually have when it comes to paying for the different parts of your vacations?
48%
41%
11%
48% 46%
6%
51%
41%
7%
73%
25%
2%
69%
26%
5%
I usually pay for allparts of my own vacations
I usually split the costsof vacations with someone else
Someone else usuallypays for my vacations
U.S. UK Australia China India
Spending Responsibility:Large majorities of Millennial/Gen Z travelers from China and India pay for all parts of their trips, while those in the other countries are more likely to split the costs with others.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 42
How do you think your spending on leisure travel will change in the next year compared to the previous year?
45%
35%
15%
4%
42%38%
15%
5%
45%
32%
16%
7%
68%
19%
5%8%
79%
11%6%
4%
It will increase It will stay about the same It will decrease Not sure
U.S. UK Australia China India
Spending Expectations:Travelers from India and China are overall confident that their leisure travel spending will increase in the next year, while those from the other markets are less positive.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 43
When traveling, which of the following parts of your trip are you most likely to want to splurge on? Select up to 2 responses.
1. Food & drink experiences/ dining – 67%
2. Events and/or festivals – 40%
3. Adventure or adrenaline activities – 30%
U.S.1. Food & drink experiences/ dining – 61%
2. Events and/or festivals – 30%
3. Adventure or adrenaline activities – 30%
UK
1. Food & drink experiences/ dining – 58%
2. Events and/or festivals – 33%
3. Accommodations– 33%
Australia
1. Food & drink experiences/ dining – 66%
2. Accommodations – 43%
3. Adventure or adrenaline activities – 24%
China1. Food & drink experiences/ dining – 62%
2. Adventure or adrenaline activities – 40%
3. Events and/or festivals – 24%
India
Parts of Travel Most Want to Splurge On:Across all countries, food and drink experiences/dining comes out as the part of a trip Millennial/Gen Z travelers are most likely to want to splurge on. Events and festivals are also top choices for all countries but China, which prefers to spend on higher-end accommodations.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 44
How do you usually pay/prefer to pay for purchases when traveling?
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 Note: Option was also given for “I don’t usually pay for anything when traveling,” which = < 2% in each market, so has been omitted above.
64%
31%
3%
60%
35%
4%
35%
58%
5%
35%
57%
6%
50%
43%
3%
53%
41%
2%
21%
10%
69%
15%
5%
80%
51%
29%
19%
52%
24% 22%
Credit or debit card Cash Mobile phone payment
U.S. - Actual
U.S. - Preferred
UK - Actual
UK - Preferred
Australia - Actual
Australia - Preferred
China - Actual
China - Preferred
India - Actual
India - Preferred
Actual vs. Preferred Payment Method While Traveling:Credit/debit cards are the typical payment method for U.S., Australians, and Indians. Britons are more likely to use cash, which they also prefer. For Chinese, mobile payments dominate, and the preference is even higher, likely due to the lack of mobile payment availability outside of China.
45
Loyalty• Importance of Brand Loyalty
• Loyalty Program Participation
• Most Appealing Types of Rewards Credit Cards
46
Importance of Brand Loyalty:Brand loyalty is especially important to Millennial/Gen Z travelers in China and India, meaning that resonating with a brand is especially important to them.
Staying loyal to brands I like is important to me.(% Strongly agree + Agree)
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015
56%54% 56%
79% 79%
U.S. UK Australia China India
47
Loyalty Program Participation:Millennial/Gen Z travelers from China have high levels of membership in both types of loyalty programs, while those from India are likely to have a rewards credit card, and about half of Australians are members of non-credit card based programs.
40%
32%32%29%
34%
49%
58%
64%66%
44%
Has credit card that givestravel-related rewards
Member of non-credit card,travel loyalty program
U.S. UK Australia China India
Membership in travel-rewards / loyalty programs:
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 48
Most Appealing Types of Rewards Credit Cards:Across all five countries, Millennial/Gen Z travelers find rewards credit cards that give general cash back the most appealing, over travel-related ones.
14% 15%
54%
11%
6%
15%17%
46%
13%9%
20%
11%
43%
17%
10%
20% 22%
34%
21%
3%
20%18%
42%
15%
5%
… lets you earn rewards for air travel tickets/upgrades
… lets you earn rewards for hotel stays/upgrades
… gives general cash back for your spending
… lets you earn rewards for buying from a certain brand or retailer (in-store or online)
None of the above
U.S. UK Australia China India
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015
What type of rewards credit card is most appealing to you?One that…
49
Advertising + Media• Openness to Digital Advertising
• Engagement With Travel Social Media Accounts and Influencers
• Places Consulted for Recommendations
• Travel Television Viewership and Influence
50
I am open to sharing some personal information with travel service providers in exchange for more relevant offers or personalized services.
(% Strongly agree + Agree)
Do you use an Internet ad blocker?
(% Yes)
48%
43%40%
66%
51%
U.S. UK Australia China India
54%
63%
51%
63%
70%
U.S. UK Australia China India
Openness to Digital Advertising:Millennial/Gen Z travelers in China have the highest use of Internet ad blockers, but they are also more open to sharing data for personalized offers, along with India and the UK.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 51
Engagement With Travel Social Media Accounts and Influencers:Following travel-related social media accounts or influencers is much more common in China and India. Instagram is a top platform for this, along with Sina Weibo in China.
Do you follow any travel-related accounts or influencers on social media?
(% Yes)
Top 3 platforms Millennial/Gen Z travelers follow travel-related accounts or influencers in each market:
(Among those who answered “Yes” to previous)
46% 46% 48%
87%
75%
U.S. UK Australia China India
1. Instagram – 67%2. Facebook – 44%3. YouTube – 32%
1. Instagram – 72%2. Facebook – 49%3. YouTube – 35%
U.S. -
UK -
CHN -
IND -
AUS -1. Instagram – 80%2. Facebook – 51%3. YouTube – 33%
1. Sina Weibo – 65%2. WeChat – 63%3. Douyin (TikTok) – 49%
1. Facebook – 76%2. Instagram – 75%3. YouTube – 61%
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 U.S. N=479, UK N=233, Australia N=251, China N=996, India N=765 52
70%
54%
34%
26%
12% 11%
61%
47%
35%
23%
18%
12%
67%
58%
40%
24%
13%10%
65%
48% 49%53%
20%16%
70%
50% 49%
33%
22%24%
Friends and/or family Online reviews Online forums/blogs Your followers/friendson social media
Celebrity / Influencerendorsements
Print or onlinemagazines/newspapers
U.S. UK Australia China India
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 Note: Other” was also given as an option, but was selected by less than 2% of respondents in each market so has been omitted above.
Before purchasing a new product or trying a new brand or service, where do you look for recommendations? Select all that apply.
Places Consulted for Recommendations:Despite the hype around influencer marketing, across all five markets, celebrity/influencer endorsements is among the least used source of recommendations for products, brands, or services.
53
How much does watching this type of show affect your travel aspirations, in terms of exposing you to destinations to potentially visit or activities to do while traveling?
(Among those who answered “Yes” to previous)
Do you watch any travel-related TV shows, at least occasionally? Consider shows on streaming services, as well as any on traditional cable television.
(% Yes)
67%
58%
67%
94%87%
U.S. UK Australia China India
33%
55%
11%
1%
26%
64%
9%
1%
33%
55%
10%
2%
40%
57%
3%0%
66%
30%
3%1%
A great deal A little bit Not really Not at all
U.S. UK Australia China India
Travel Television Viewership and Influence:Majorities in all markets watch travel-related TV shows, but viewership is especially high in China and India. Those in India are highly influenced by this type of show.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 U.S. N=702, UK N=295, Australia N=349, China N=1070, India N=885 54
Online Behavior• Leaving Online Reviews
• Top Social Media Platforms
55
Have you ever left an online review for a product or service you’ve purchased?
(% Yes)
73% 72% 69%
93%90%
U.S. UK Australia China India
59%
66% 66%
89%
81%
U.S. UK Australia China India
Have you ever left an online review of a travel-related purchase?
(% Yes, among those who answered “yes” to previous)
Leaving Online Reviews:Most Millennial/Gen Z travelers from these countries have left a review for something online, and most of those who have, have done so for a travel purchase, especially in China and India.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 U.S. N=766, UK N=364, Australia N=363, China N=1067, India N=914 56
Top 3 most used social media platforms:
(% that use site the most – ranked #1)
1. Facebook – 28%
2. Instagram– 19%
3. YouTube– 16%
U.S.1. Facebook – 22%
2. YouTube– 15%
3. Instagram– 14%
UK1. Facebook – 30%
2. Instagram – 22%
3. YouTube – 18%
Australia
1. WeChat – 44%
2. QQ – 13%
3. Weibo – 11%
China1. WhatsApp – 27%
2. YouTube– 19%
3. Instagram– 14%
India
Top Social Media Platforms:The most used social media platforms are shared among the U.S., UK, and Australia. India is unique with WhatsApp on top, and China has its own platforms, dominated by WeChat.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 57
Ethical Values• Importance of Social/Environmental Issues to Travel
Choices
• Participation in Community Service While Traveling
• Importance of Environmental Responsibility vs. Willingness to Pay More for It
58
How important are recent news stories or political issues (human rights abuses, bad environmental record, social issues) in your decisions about whether or not to visit a specific destination?(% Very Important + Somewhat Important)
81%74%
80%
95%91%
U.S. UK Australia China India
Importance of Social/Environmental Issues to Travel Choices:Big majorities of Millennial/Gen Z travelers in all five countries, especially China and India, say it’s important to pay attention to social/environmental issues when picking a destination. Those in the UK indicated the lowest importance.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 59
Participation in Community Service While Traveling:Participating in community service projects while traveling for leisure is not very common in the U.S., UK, and Australia. China and India show nearly double the others’ participation rates.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015
Have you ever participated in a community service project while traveling for leisure?(% Yes)
25% 26%28%
51% 50%
U.S. UK Australia China India
60
Importance of Environmental Responsibility vs. Willingness to Pay More for It:Choosing environmentally sustainable travel businesses is especially important in China and India, but fewer Millennial/Gen Z travelers in all markets are willing to pay more to use these businesses.
59% 59% 60%
90%
81%
50% 51%46%
78% 76%
U.S. UK Australia China India
It is important to me to choose travel businesses that prioritize environmentally sustainable business practices
(% Very + Somewhat important)
I’m willing to pay higher rates/fares to use a travel service provider who demonstrates environmental responsibility
(% Strongly + Somewhat agree)
-9% -8% -14%
-12%-5%
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 61
Types of Trips• Cruise
• Trips for Specific Events or Activities
• Wellness Trips
62
20%22%
20%
52%
46%
U.S. UK Australia China India
Have you gone on a cruise in the past 12 months?
(% Yes)
Cruise:Low proportions of Millennial/Gen Z travelers in the U.S., UK, and Australia have gone on a cruise in the past year, compared to about half of those in China and India.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 63
Trips for Specific Events or Activities:In all five markets, more Millennial/Gen Z travelers have gone on a trip in order to attend a specific event than to partake in a certain activity in the destination. China and India have the highest rates of both.
60%54%52%
41%
58%51%
80%
66%
76%69%
… to attend a specific event in the destination, such as a sporting event or concert.
… to partake in a specific activity in the destination, like
skiing/snowboarding, fishing, etc.
U.S. UK Australia China India
Have you ever planned a vacation with the main purpose being … (% Yes)
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 64
Have you taken a wellness trip within the last 12 months?
(% Yes)
23%27% 26%
54%
59%
U.S. UK Australia China India
Wellness Trips:As with the other types of trips in this section, Millennial/Gen Z travelers from China and India are most likely to have taken a wellness trip in the past 12 months.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 65
Travel Activities• Participation in Adventure Travel and Tours and
Activities
• Shopping for Luxury vs. Locally Made Goods
• Importance of Local Experiences
66
Have you participated in the following travel experiences at least one time while on vacation?(% Yes)
64%
73%
64%70%68%
78%76%83%84% 82%
Adventure travel experience Organized tour or activity
U.S. UK Australia China India
Participation in Adventure Travel and Tours and Activities:Millennial/Gen Z travelers from China and India have the highest participation rates in adventure travel, and Australia joins them with high participation in organized tours and activities.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 67
Shopping for Luxury vs. Locally Made Goods:Across all markets, Millennial/Gen Z travelers much prefer shopping for locally made goods while traveling, rather than luxury goods, although buying luxury goods is still very appealing to those in China and India
54%
78%
49%
71%
56%
74%
65%
87%
78%
88%
Luxury goods Locally made goods
U.S. UK Australia China India
How interested are you in shopping for the following types of products while traveling for leisure? (% Very interested + Somewhat interested)
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 68
Importance of Local Experiences:Tasting a local food or drink is much more important to Millennial/Gen Z travelers in all markets compared to connecting with local people, especially among those from the U.S. Those in China and India find it highly important to do both.
How important is it for you to do each of the following activities while traveling for leisure? (% Very important + Somewhat important)
46%
78%
56%
74%
60%
76%
87%
95%
85%90%
Connect with locals Taste a food or drink that is aspecialty of the destination/region
U.S. UK Australia China India
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 69
Accommodations• Typical Accommodation Spend
• Ranking Hotel Technologies/Features
70
Typical per-night spend on accommodations while traveling for leisure:(In local currency and based on local hotel costs)
8%
4%
7%
17%
23%
30%
11%
Not sure
More than $300
$201–$300
$151–$200
$126–$150
$76–$125
Under $75
Australia:
1%
13%
25%
39%
20%
2%
Not sure
¥600 or more
¥401–¥600
¥201–¥400
¥100–¥200
¥100 or less
China:
4%
4%
9%
14%
25%
31%
13%
Not sure
₹15,000 or more
₹10,000–₹14,999
₹7,000–₹9,999
₹3,000–₹6,999
₹1,000–₹2,999
Under ₹1,000
India:8%
2%
3%
9%
18%
42%
17%
Not sure
£250 or more
£201–£250
£151–£200
£101–£150
£50–£100
Under £50
UK:
8%
2%
3%
12%
23%
39%
14%
Not sure
More than $300
$201–$300
$151–$200
$126–$150
$76–$125
Under $75
U.S:
Typical Accommodation Spend:Across all five countries, most Millennial/Gen Z travelers are judicious about their spending on accommodations, but don’t often go for the cheapest, budget rates.
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 71
Rank the following hotel technologies or features based on how much you think they would enhance your experience.(Based on average rankings, 1 = would enhance the most and 5 = would enhance the least)
U.S. UK AUS CHN IND
Co-working spaces in your hotel 4 4 4 1 2
Voice-activated technology (voice assistants) in the room
2 1 3 2 1
Robotic customer service 5 5 5 5 4
Mobile phone operated room access/key 3 2* 2 3 3
Streaming service access in the hotel room (i.e., Netflix or Hulu)
1 2* 1 4 5
* Average ranking tied
Ranking Hotel Technologies/Features:In-room streaming services is ranked highly by those in the U.S., UK, and Australia, but is at the bottom of the list for China and India. For co-working spaces, the opposite trend is seen.
72
Sharing Economy Use• Alternative Accommodation Use
• Ridesharing/Ride-Hailing App Use
73
Alternative Accommodation Use:Millennial/Gen Z travelers from the UK are the least likely to have stayed in a short-term rental in the past, while those in China and India are most likely. Airbnb is highly used in all five countries.
Have you ever stayed at a short-term apartment or home rental while on vacation, through a site like Airbnb, Vrbo, or HomeAway?
(% who have at least once)
67%
55%
65%
91%88%
U.S. UK Australia China India
1. Airbnb – 65%2. Booking.com – 53%3. HomeAway – 19%
1. Airbnb – 69%2. Booking.com – 33%3. HomeAway – 19%
U.S. -
UK -
CHN -
IND -
AUS -1. Airbnb – 71%2. Booking.com– 51%3. HomeAway – 15%
1. Airbnb – 49%2. Tujia – 45%3. Iyoujia – 37%
1. Booking.com – 62%2. Airbnb – 56%3. HomeAway– 61%
Top 3 sites used to book short-term vacation rentals in each market:
(Among those who have stayed in one at least once)
U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 U.S. N=624, UK N=321, Australia N=342, China N=949, India N=736 74
Ridesharing/Ride-Hailing App Use:As with alternative accommodations, Millennial/Gen Z travelers in the UK are least likely to have used a ridesharing service while traveling, while use is especially likely for China and India.
Have you ever used a mobile-based ridesharing/ride-hailing service (like Uber or Lyft) while traveling?(% Yes, at least once)
67%
55%
65%
91%88%
U.S. UK Australia China IndiaU.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 75
Business Travel• Business and Bleisure Travel
76
Do you ever have to travel for work?
(% Yes, excluding full-time students and unemployed)
40%
51%46%
81% 83%
U.S. UK Australia China India
69% 66% 67%
80% 80%
U.S. UK Australia China India
Have you ever added leisure travel time to a work trip?
(% Yes, among those who have traveled for work)
Business and Bleisure Travel:Business travel is a reality for at least 40% of working Millennial/Gen Z travelers in all markets, with the highest proportions in China and India. Many have turned business travel to “bleisure” travel at some point.
U.S. N=739, UK N=370, Australia N=173, China N=744, India N=762 U.S. N=292, UK N=190, Australia N=173, China N=774, India N=762 77
Age Comparison by CountryContents: 1. U.S.
• Demographics• Trip Type Preferences• Trip Planning• Spending• Loyalty• Advertising + Media• Online Behavior• Ethical Values• Travel Activities• Sharing Economy Use
2. UK• Demographics• Trip Planning• Spending• Loyalty• Advertising + Media• Online Behavior• Ethical Values• Travel Activities• Sharing Economy Use
3. Australia• Demographics• Trip Type Preferences• Destination Selection• Spending• Advertising + Media• Online Behavior• Ethical Values• Travel Activities• Sharing Economy Use
4. China• Demographics• Leisure Travel Frequency• Device Preferences• Spending• Loyalty• Advertising + Media• Online Behavior• Ethical Values• Types of Trips• Travel Activities• Sharing Economy Use
5. India• Demographics• Leisure Travel Frequency• Trip Planning• Device Preferences• Spending• Loyalty• Advertising + Media• Online Behavior• Ethical Values• Types of Trips• Travel Activities• Sharing Economy Use 78
U.S.
Demographics • Children, Employment Status, and Income
• Educational Attainment and Marital Status
79
12%
22%
45%
65%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
Primary caregiver for child(ren) under 18:
12%
23%
2%
11%
52%
33%
24%
3%
13%
27%
59%
14%
6%
14%8%
63%
9% 9%
18%
1%
Employed full-time Employed part-time Self-employed Unemployed Full-time student
Current employment status:
57%
17% 17%
5% 2% 0% 2% 0%
51%
21%
8% 8%5% 3% 1% 1%
38%
30%
16%
7%4% 3% 1% 1%
34%
25%
17%11% 8%
1% 1% 2%
Under$50,000
$50,000–$74,999
$75,000–$99,999
$100,000–$124,999
$125,000–$149,999
$150,000–$174,999
$175,000–$199,999
$200,000or more
Current annual income (USD):
Young Gen Z Old Gen Z Young Millennials Old Millennials
Children, Employment Status, and Income:More than half of U.S. Millennials overall have at least one child, while just over half of Young Gen Zs are full-time students. Both have a strong bearing on travel habits.
U.S.
YZ N=114, OZ N=227, YM N=427, OM N=278 80
Highest level of educational attainment:
Marital status:
90%
7%2% 0% 1%
73%
23%
3% 0% 1%
54%
43%
0% 2% 0%
34%
58%
1%6%
1%
Single(never married)
Married ordomestic partnership
Widowed Divorced Separated
Young Gen Z Old Gen Z Young Millennials Old Millennials
Educational Attainment and Marital Status:Most Gen Zs are in high school or college, which has a strong impact on how they travel. Over half of Old Millennials are married or in a domestic partnership.
U.S.
YZ N=114, OZ N=227, YM N=427, OM N=278 81
46%
31%
16%
3% 4%1% 0%2%
27%
43%
11% 13%
2% 4%3%
20% 22%
11%
31%
4%10%
3%
18% 21%14%
25%
3%
17%
Somehigh school
High schooldiploma
Some college Associate’s degree
Bachelor'sdegree
Somegraduate study
Graduatedegree
U.S.
Trip Type Preferences • Trip Length and Domestic vs. International Preference
• Travel Companion
82
Trip Length and Domestic vs. International Preference:Across all age groups, there is a stronger preference for taking a few long trips, but this preference goes down among the older groups. The preference for taking more international trips follows this same trend.
21%
75%
4%
24%
73%
4%
28%
66%
6%
30%
62%
9%
More short trips A few long trips Not sure
27%
35%38%
34%38%
28%
41%
31%28%
45%
22%
33%
Moredomestic trips
More internationaltrips
An even numberof both
Would you prefer to take more short trips (1–3 nights) or a few long trips (4 or more nights) in the next 12 months?
Young Gen Z Old Gen Z Young Millennials Old Millennials
In the next 12 months, would you prefer to take more domestic trips or more international trips?
U.S.
YZ N=114, OZ N=227, YM N=427, OM N=278 83
Travel Companion:Traveling with immediate family is most common across age groups, but is lowest for the two middle age groups, who travel relatively often with non-spouse partners.
Thinking about the leisure trips you’ve taken in the last 12 months, who did you travel with? Select all that apply.
75%
21%
30%
4%
11%
5%
59%
15%
37%
14%
21%
8%
57%
14%
28%32%
23%
10%
67%
16%
21%
38%
9% 7%
My immediate family Extended familymembers
A friend(or friends)
My spouse My significant other(not spouse)
I traveled alone
Young Gen Z Old Gen Z Young Millennial Old Millennial
U.S.
YZ N=114, OZ N=227, YM N=427, OM N=278 84
U.S.
Trip Planning • Travel Inspirations
85
Travel Inspirations:Across age groups, friends/family are the biggest source of travel inspiration. Old Millennials are more highly inspired by travel TV shows than the others, and Young Zs by celebrities/influencers.
Which of the following, if any, inspires you to travel the most? Select up to 2 of your top inspirations.
68%
27%24%
28%
8% 9%
2%
66%
28% 27%
20%
14%
8%4%
63%
31%28%
16%13%
10%
2%
65%
42%
23%
9%14%
9%
3%
Friends and/or family Travel-related TVshows, documentaries,
and/or movies
Travel related socialmedia accounts
(other than influencers)
Celebrities and/orsocial media influencers
Travel-relatedmagazines
None of these Other (please specify)
Young Gen Z Old Gen Z Young Millennial Old Millennial
U.S.
YZ N=114, OZ N=227, YM N=427, OM N=278 86
U.S.
Spending• Spending Responsibility and Expectations
87
Spending Responsibility and Expectations:Young Gen Zs in the U.S. are most likely to have someone else pay for their trips, though the majority at least pay for some parts. Even so, nearly ¼ think they’ll spend less in the next year, which is more than the other groups. Most U.S. Millennials/Gen Zs across age groups, however, think their spending will increase.
16%
37%
47%
42%46%
12%
52%
42%
6%
60%
36%
4%
I usually pay for allparts of my own
vacations
I usually split the costsof vacations with
someone else
Someone else usuallypays for my vacations
What role do you usually have when it comes to paying for the different parts of your vacations?
Young Gen Z Old Gen Z Young Millennials Old Millennials
45%
23%27%
5%
46%
19%
31%
4%
46%
15%
35%
4%
44%
12%
41%
4%
It will increase It will decrease It will stay aboutthe same
Not sure
How do you think your spending on leisure travel will change in the next year compared to the previous year?
U.S.
YZ N=114, OZ N=227, YM N=427, OM N=278 88
U.S.
Loyalty• Loyalty Program Participation
89
Loyalty Program Participation:Loyalty program participation is highest among Millennials, but Old Gen Zs aren’t too far behind.
Membership in travel-rewards / loyalty programs:
23% 23%
37%
30%
45%
36%
42%
33%
Has credit card that givestravel-related rewards
Member of non-credit card,travel loyalty program
Young Gen Z Old Gen Z Young Millennial Old Millennial
U.S.
YZ N=114, OZ N=227, YM N=427, OM N=278 90
U.S.
Advertising + Media • Openness to Digital Advertising
91
Do you use an Internet ad blocker?(% Yes)
I am open to sharing some personal information with travel service providers in exchange for more relevant offers or personalized services.(% Strongly agree + Agree)
38%41%
53%50%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
39%
56% 55% 55%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
U.S.Openness to Digital Advertising:About half of Millennials use an ad blocker, which is more than Gen Z. Millennials and Old Gen Zs are more open to sharing data for personalization.
YZ N=114, OZ N=227, YM N=427, OM N=278 92
U.S.
Online Behavior• Leaving Online Reviews
• Top Social Media Platforms
• Engagement With Travel Social Media Accounts and Influencers
93
Have you ever left an online review for a product or service you’ve purchased?(% Yes)
Have you ever left an online review for travel-related purchase?(% Yes, among those who answered “yes” to previous)
65% 66%
77% 77%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
38%
57%
64%60%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
U.S.Leaving Online Reviews:Millennials are more likely to have left an online review in general, but when it comes to reviewing travel purchases, Old Gen Zs narrow the gap.
YZ N=114, OZ N=227, YM N=427, OM N=278 YZ N=74, OZ N=150, YM N=327, OM N=215 94
Top 3 most used social media platforms:
(% that use site the most – ranked #1)
1. YouTube – 32%
2. Snapchat – 26%
3. Instagram – 17%
Young Gen Z
1. Snapchat – 19%
2.* Facebook – 17%
2.* Instagram – 17%
2.* YouTube – 17%
3. Twitter – 8%
Old Gen Z
1. Facebook – 31%
2. Instagram– 23%
3. YouTube– 12%
Young Millennials
1. Facebook – 41%
2. Instagram – 14%
3. YouTube – 13%
Old Millennials
U.S.Top Social Media Platforms:Facebook dominates as the top choice among Millennials, but loses share among Gen Zs. It’s not even in the top 3 most used among Young Gen Zs.
YZ N=114, OZ N=227, YM N=427, OM N=278 95* = a tie
Do you follow any travel-related accounts or influencers on social media?(% Yes)
Top 3 platforms Millennial/Gen Z travelers follow travel-related accounts or influencers in each market:
(Among those who answered “Yes” to previous)
1. Instagram – 83%
2. YouTube – 56%
3. Snapchat – 54%
Young Gen Z
36%
50% 52%
37%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
1. Instagram – 77%
2. YouTube – 44%
3. Facebook – 42%
Old Gen Z
1. Instagram – 69%
2. Facebook – 48%3. Pinterest – 28%
YoungMillennials
1. Instagram – 71%
2. Facebook – 68%3. Pinterest – 36%
OldMillennials
U.S.Engagement With Travel Social Media Accounts and Influencers:Old Gen Zs and Young Millennials are most likely to follow travel social media accounts or influencers. Instagram is by far the top platform used for this purpose among all age groups.
YZ N=114, OZ N=227, YM N=427, OM N=278 YZ N=41, OZ N=114, YM N=222, OM N=102 96
U.S.
Ethical Values• Importance of Environmental Responsibility vs.
Willingness to Pay More for It
97
Importance of Environmental Responsibility vs. Willingness to Pay More for It:At least a slight majority of all age groups say it’s important to them to choose environmentally friendly travel companies. Fewer are willing to pay for it though, with the biggest differential being among Young Millennials.
It is important to me to choose travel businesses that prioritize environmentally sustainable business practices
(% Very + Somewhat important)
I’m willing to pay higher rates/fares to use a travel service provider who demonstrates environmental responsibility
(% Strongly + Somewhat agree)
58%61% 61%
56%54% 56%
48% 48%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
-4% -5%
-8%-13%
U.S.
YZ N=114, OZ N=227, YM N=427, OM N=278 98
How important are recent news stories or political issues in your decisions about whether or not to visit a specific destination?(% Very important + Somewhat important)
78% 81% 82%79%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
U.S.
Travel Activities• Adventure Travel and Wellness Trips
• Importance of Local Experiences
99
58%
63%
70%
59%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
Have you ever participated in an adventure travel experience while on vacation?(% Yes)
16%
26% 27%
19%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
Have you taken a wellness trip within the last 12 months?(% Yes)
U.S.Adventure Travel and Wellness Trips:Old Gen Z and Young Millennials are more likely to have participated in an adventure travel experience in the past as well as to have taken a wellness trip in the past year.
YZ N=114, OZ N=227, YM N=427, OM N=278 100
How important is it for you to do each of the following activities while traveling for leisure? (% Very important + Somewhat important)
35%
68%
48%
78%
49%
80%
47%
79%
Connect with locals Taste a food or drink that is aspeciality of the destination/region
Young Gen Z Old Gen Z Young Millennial Old Millennial
U.S.Importance of Local Experiences:The majority of all age groups think it’s important to taste local food/drink while on vacation, but less than half think the same about connecting with locals. Young Gen Z are least likely to think either is important.
YZ N=114, OZ N=227, YM N=427, OM N=278 101
U.S.
Sharing Economy Use• Alternative Accommodation and Ridesharing
App Use
102
Have you ever done either of the following while on vacation? (% Yes)
41%
54%
62%
71%66%
72%
55%59%
Stayed at a short-term apartmentor home rental
Used a mobile-based ridesharing/ride-hailing service (like Uber or Lyft)
Young Gen Z Old Gen Z Young Millennial Old Millennial
U.S.Alternative Accommodation and Ridesharing App Use:Old Gen Z and Young Millennials are most likely to have stayed in a short-term rental and used a mobile-based ridesharing service while traveling.
YZ N=114, OZ N=227, YM N=427, OM N=278 103
UK
Demographics• Children, Employment Status, and Income
• Educational Attainment and Marital Status
104
Primary caregiver for child(ren) under 18:
Current employment status:
Current annual income (GBP):
Young Gen Z Old Gen Z Young Millennials Old Millennials
16%20%
56%
66%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
8%
25%
2%6%
59%
34%
18%
3%
14%
32%
62%
17%
4%
14%
3%
64%
16%11% 8%
1%
Employed full-time Employed part-time Self-employed Unemployed Full-time student
56%
11%
22%
0%
11%
0%
40%
29%
15% 15%
0% 1%
24%
42%
17%13%
3% 2%
17%
41%
23%
10%5% 4%
Under£20,000
£20,000–£34,999
£35,000–£49,999
£50,000–£74,999
£75,000–£99,999
£100,000or more
UKChildren, Employment Status, and Income:More than half of UK Millennials overall have at least one child and nearly 60% of Young Gen Zs are full-time students. Both have a strong bearing on travel habits.
YZ N=51, OZ N=133, YM N=203, OM N=122 105
Highest level of educational attainment:
Marital status:
Young Gen Z Old Gen Z Young Millennials Old Millennials
88%
10%0% 0% 2%
80%
18%
1% 1% 1%
41%
56%
1% 0% 2%
27%
68%
1% 2% 2%
Single(never married)
Married ordomestic partnership
Widowed Divorced Separated
UKEducational Attainment and Marital Status:Most Gen Zs have finished high school or are in college. The majority of Millennials are married or in domestic partnerships.
YZ N=51, OZ N=133, YM N=203, OM N=122 106
14%
35%41%
0%6%
0%4%7%
19%
49%
2%
19%
1% 4%7%11%
29%
3%
32%
4%
15%
4%
16%
27%
7%
30%
4%
13%
Somehigh school
High schooldiploma
Somecollege/university
Associate’s degree
Bachelor'sdegree
Somegraduate study
Graduatedegree
Trip Planning • Top Sources of Information
UK
107
YZ N=51, OZ N=133, YM N=203, OM N=122 Note: “Other” was also given as an option, but was selected by <1% of respondents so was omitted here
Which of the following do you consider the most important source(s) of information during travel planning? Select up to 2 of your top sources.
41%44%
26%
41%
8% 8%
18%
29%
44%
27%
44%
13%
9%
16%
28%
43%
24%
41%
11%
16%
10%
27%
45%
28%
38%
18%
13%
4%
Advice from friendsand/or family
Travel review websites(such as TripAdvisor)
Destination websites Online travel sites(such as Priceline,
Expedia,and Booking.com)
Travelbooks/guides
Traditionaltravel agent
Social media
Young Gen Z Old Gen Z Young Millennial Old Millennial
UKTop Sources of Information:A much larger proportion of Young Gen Zs consider advice from family and/or friends to be a top trip planning info source compared to the other age groups.
108
Spending• Views on Spending Priorities
• Spending Responsibility and Expectations
UK
109
Would you rather spend your money on an experience or a physical good?
(% who prefer experience over physical good)
74%
84%80%
88%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
I would rather spend money on travel than on things at home.
(% strongly agree + somewhat agree)
51%
61% 62%70%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
UKViews on Spending Priorities:Overwhelming majorities in all age groups agree that they prefer spending on experiences, but fewer agree that the experience type they want to spend on is travel, especially among Young Gen Z.
YZ N=51, OZ N=133, YM N=203, OM N=122 110
Spending Responsibility and Expectations:Just over ¼ of Young Gen Zs pay completely for their own trips, and this age group is also most likely to think they will spend more on travel next year. The other age groups are split over whether they’ll pay more or about the same.
What role do you usually have when it comes to paying for the different parts of your vacations?
Young Gen Z Old Gen Z Young Millennials Old Millennials
How do you think your spending on leisure travel will change in the next year compared to the previous year?
55%
15%
28%
3%
43%
12%
39%
6%
41%
18%
37%
4%
38%
12%
44%
7%
It will increase It will decrease It will stay aboutthe same
Not sure
27%
51%
22%
38%
55%
8%
54%
42%
4%
57%
43%
1%
I usually pay forall parts of myown vacations
I usually split thecosts of vacations
with someone else
Someone else usuallypays for my vacations
UK
YZ N=51, OZ N=133, YM N=203, OM N=122 111
Loyalty• Loyalty Program Participation
UK
112
Membership in travel-rewards / loyalty programs:
24%22%23%
25%
35%33%
39%
31%
Has credit card that givestravel-related rewards
Member of non-credit cardtravel loyalty program
Young Gen Z Old Gen Z Young Millennial Old Millennial
UKLoyalty Program Participation:Loyalty program participation is highest among Millennials overall, while ¼ or less of Gen Zs participate.
YZ N=51, OZ N=133, YM N=203, OM N=122 113
Advertising + Media• Openness to Digital Advertising
UK
114
Do you use an Internet ad blocker?(% Yes)
I am open to sharing some personal information with travel service providers in exchange for more relevant offers or personalized services.(% Strongly agree + Agree)
35%
47%44%
39%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
63%58%
67%61%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
UKOpenness to Digital Advertising:Less than half of all age groups use an ad blocker, and about 60% plus in each group say they’re open to sharing personal data for personalized offers/services.
YZ N=51, OZ N=133, YM N=203, OM N=122 115
Online Behavior
UK
• Top Social Media Platforms
• Engagement With Travel Social Media Accounts and Influencers
116
Top 3 most used social media platforms:
(% that use site the most – ranked #1)
1. Snapchat – 29%
2. Instagram – 18%
3. YouTube – 16%
Young Gen Z
1.* Instagram – 17%
1.* YouTube– 17%
2.* Facebook – 16%
2.* Twitter – 16%
3. Snapchat – 11%
Old Gen Z
1. Facebook – 28%
2. WhatsApp– 18%
3. YouTube– 15%
Young Millennials
1. Facebook – 26%
2. WhatsApp – 16%
3.* Instagram – 14%
3.* YouTube – 14%
Old Millennials
UKTop Social Media Platforms:As with the U.S, Facebook is the top platform for Millennials, while Instagram and YouTube are tied for first for Old Gen Zs, and Snapchat is on top for Young Gen Zs.
YZ N=51, OZ N=133, YM N=203, OM N=122 117* = a tie
Engagement With Travel Social Media Accounts and Influencers:Young Gen Zs are most likely to follow a travel social media account/influencer, with just over half doing so. Instagram dominates as the platform used for this purpose among all age groups.
Do you follow any travel-related accounts or influencers on social media?
(% Yes)
Top 3 platforms Millennial/Gen Z travelers follow travel-related accounts or influencers in each market:
(Among those who answered “Yes” to previous)
1. Instagram – 75%
2. Snapchat – 36%3. YouTube – 32%
Young Gen Z
1. Instagram – 72%
2. Facebook – 38%3. YouTube – 28%
Old Gen Z
1. Instagram – 65%
2. Facebook – 47%3. YouTube – 33%
YoungMillennials
1. Instagram – 58%
2. Facebook – 52%3. YouTube – 33%
OldMillennials
55%
45%48%
39%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
UK
YZ N=51, OZ N=133, YM N=203, OM N=122 YZ N=28, OZ N=60, YM N=97, OM N=48 118
Ethical Values• Importance of Environmental Responsibility vs.
Willingness to Pay More for It
UK
119
Importance of Environmental Responsibility vs. Willingness to Pay More for It:Young Gen Zs indicate its very important to consider political/environmental issues when choosing a destination. UK Young Gen Zs are also the only group surveyed where a higher proportion are willing to pay more to use environmentally friendly travel companies than agree that it’s important to do so.
It is important to me to choose travel businesses that prioritize environmentally sustainable business practices
(% Very + Somewhat important)
I’m willing to pay higher rates/fares to use a travel service provider who demonstrates environmental responsibility
(% Strongly + Somewhat agree)84%
71%77%
69%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
How important are recent news stories or political issues in your decisions about whether or not to visit a specific destination?(% Very important + Somewhat important)
63%59% 58% 58%
65%
51%47%
52%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
2%
-8%-11%
-6%
UK
YZ N=51, OZ N=133, YM N=203, OM N=122 120
Travel Activities• Shopping for Luxury vs. Locally Made Goods
• Importance of Local Experiences
UK
121
59%
75%
42%
70%
50%
72%
52%
70%
Shopping for luxury goods Shopping for locally made goods
Young Gen Z Old Gen Z Young Millennial Old Millennial
UK
How interested are you in the following types of shopping while you’re on vacation? (% Very interested + Somewhat interested)
Shopping for Luxury vs. Locally Made Goods:Majorities in all age groups are more interested in shopping for locally made goods while traveling rather than luxury goods.
YZ N=51, OZ N=133, YM N=203, OM N=122 122
How important is it for you to do each of the following activities while traveling for leisure? (% Very important + Somewhat important)
49%
69%
53%
68%
53%
75%68%
80%
Connect with locals Taste a food or drink that is aspeciality of the destination/region
Young Gen Z Old Gen Z Young Millennial Old Millennial
UKImportance of Local Experiences:Old Millennials place more importance on connecting with locals and tasting local food/drink than their peers, but all place more importance on the latter.
YZ N=51, OZ N=133, YM N=203, OM N=122 123
Sharing Economy Use• Alternative Accommodation and Ridesharing
App Use
UK
124
Alternative Accommodation and Ridesharing App Use:The proportion of each group that has stayed in a short-term rental at least once steadily increases with as the age groups get older. Ridesharing app use while traveling, however, is higher among Old Gens and Young Millennials.
Have you ever done either of the following while on vacation? (% Yes)
57%
47%
62% 62%64%
56%
66%
50%
Stayed at a short-term apartmentor home rental
Used a mobile-based ridesharing/ride-hailing service (like Uber or Lyft)
Young Gen Z Old Gen Z Young Millennial Old Millennial
UK
YZ N=51, OZ N=133, YM N=203, OM N=122 125
Australia
Demographics• Children, Employment Status, and Income
• Educational Attainment and Marital Status
126
Primary caregiver for child(ren) under 18:
Current employment status:
Current annual income (AUD):
Young Gen Z Old Gen Z Young Millennials Old Millennials
6%
15%
47%
71%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
11% 10%
0%
11%
68%
30%35%
6%9%
20%
52%
27%
5%10%
6%
50%
24%
5%
19%
2%
Employed full-time Employed part-time Self-employed Unemployed Full-time student
54%
23%
0%
8%
0%
8% 8%
26%
16% 18% 17%
8% 8% 7%
16%20%
28%
18%12%
5%1%
10%17% 19%
28%
14%
4%8%
Under$35,000
$35,000–$49,999
$50,000–$74,999
$75,000–$99,999
$100,000–$124,999
$125,000–$149,999
$150,000or more
AUSChildren, Employment Status, and Income:Over 70% of Old Millennials are parents, while nearly this proportion of Young Gen Zs are full-time students. Both have a strong bearing on travel habits.
YZ N=62, OZ N=108, YM N=192, OM N=161 127
Highest level of educational attainment:
Marital status:
Young Gen Z Old Gen Z Young Millennials Old Millennials
85%
13%
2% 0% 0%
74%
24%
2% 0% 0%
39%
58%
1% 2% 1%
18%
74%
2% 3% 3%
Single(never married)
Married ordomestic partnership
Widowed Divorced Separated
AUSEducational Attainment and Marital Status:Most Gen Zs have are in or have finished high school. The majority of Millennials are married or in domestic partnerships.
YZ N=62, OZ N=108, YM N=192, OM N=161 128
44%
34%
13%
2% 3% 3% 2%
11%
25%29%
3%
23%
0%
9%5%
18% 20%
3%
38%
1%
15%
6%
14%
24%
2%
35%
4%
15%
Somehigh school
High schooldiploma
Somecollege/university
Associate’s degree
Bachelor'sdegree
Somegraduate study
Graduatedegree
Trip Type Preferences • Travel Companion
Australia
129
Travel Companion:Traveling with immediate family (whether that’s with their parents/siblings or with their own children and/or partner) is most common across age groups, but is lowest for the two middle age groups, whose members also travel often with friends or partners.
Thinking about the leisure trips you’ve taken in the last 12 months, who did you travel with? Select all that apply.
68%
8%
40%
5% 5%8%
53%
19%
42%
17%19%
7%
55%
10%
24%
34%
8% 10%
74%
13%18%
37%
8% 6%
My immediatefamily
Extended familymembers
A friend(or friends)
My spouse My significant other(not spouse)
I traveled alone
Young Gen Z Old Gen Z Young Millennial Old Millennial
AUS
YZ N=62, OZ N=108, YM N=192, OM N=161 130
Destination Selection• Priorities and Motivators
Australia
131
Selected “Restaurants/Local food offerings” and “Value for money” as one of top 3 destination considerations:
39%35%35%
46%
34%
48%
25%
54%
Restaurants /Local food
Value formoney
Young Gen Z Old Gen Z Young Millennial Old Millennial
39%
48%
56%61%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
Selected “Relaxation” as one of their top motivators to travel:
AUSPriorities and Motivators:Restaurants/local food offering loses importance as a destination consideration as age increases, while value for money becomes more important. Relaxation also increases in importance with age as a travel motivator.
YZ N=62, OZ N=108, YM N=192, OM N=161 132
Spending• Spending Responsibility and Expectations
Australia
133
Spending Responsibility and Expectations:Even though less than ¼ Young Gen Zs pay for all parts of their trips, most at least split the cost with someone else. Close to half of all age groups think their travel spending will increase next year.
What role do you usually have when it comes to paying for the different parts of your vacations?
Young Gen Z Old Gen Z Young Millennials Old Millennials
How do you think your spending on leisure travel will change in the next year compared to the previous year?
23%
45%
32%
41%
50%
9%
56%
42%
2%
64%
33%
3%
I usually pay forall parts of myown vacations
I usually split thecosts of vacations
with someone else
Someone else usuallypays for my vacations
48%
24% 24%
5%
45%
20%
30%
5%
44%
13%
34%
9%
46%
14%
33%
6%
It will increase It will decrease It will stay aboutthe same
Not sure
AUS
YZ N=62, OZ N=108, YM N=192, OM N=161 134
Australia
Advertising + Media• Openness to Digital Advertising
135
Do you use an Internet ad blocker?(% Yes)
I am open to sharing some personal information with travel service providers in exchange for more relevant offers or personalized services.(% Strongly agree + Agree)
42%
49%
41%
33%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
45%
60%
51%48%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
AUSOpenness to Digital Advertising:Less than half of all age groups use an ad blocker. Old Gen Zs are most open to sharing personal data for personalized offers/services.
YZ N=62, OZ N=108, YM N=192, OM N=161 136
Online Behavior• Top Social Media Platforms
• Engagement With Travel Social Media Accounts and Influencers
Australia
137
Top 3 most used social media platforms:
(% that use site the most – ranked #1)
1. YouTube – 31%
2. Instagram – 29%
3. Snapchat – 11%
Young Gen Z
1. YouTube– 26%
2. Facebook – 22%
3. Instagram – 21%
Old Gen Z
1. Facebook – 31%
2. Instagram– 26%
3. YouTube– 14%
Young Millennials
1. Facebook – 43%
2.* Instagram – 15%
2.* WhatsApp – 15%
3. YouTube – 13%
Old Millennials
AUSTop Social Media Platforms:As with the U.S and UK, Facebook is the top platform for Millennials, while YouTube takes that spot among Gen Z.
YZ N=62, OZ N=108, YM N=192, OM N=161 138* = a tie
Engagement With Travel Social Media Accounts and Influencers:Old Gen Zs and Young Millennials are most likely to follow a travel related social media account/influencer. As with the U.S. and UK, Instagram dominates as the platform used for this purpose among all age groups.
Do you follow any travel-related accounts or influencers on social media?(% Yes)
Top 3 platforms Millennial/Gen Z travelers follow travel-related accounts or influencers in each market:(Among those who answered “Yes” to previous)
1. Instagram – 79%
2. YouTube – 36%3. Snapchat – 32%
Young Gen Z
1. Instagram – 82%
2. Facebook – 40%3. Snapchat – 35%
Old Gen Z
1. Instagram – 83%
2. Facebook – 54%
3. YouTube – 32%
YoungMillennials
1. Instagram – 73%
2. Facebook – 66%3. YouTube – 36%
OldMillennials
45%
57%53%
37%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
AUS
YZ N=62, OZ N=108, YM N=192, OM N=161 YZ N=28, OZ N=62, YM N=102, OM N=59 139
Ethical Values• Importance of Environmental Responsibility vs.
Willingness to Pay More for It
Australia
140
It is important to me to choose travel businesses that prioritize environmentally sustainable business practices
(% Very + Somewhat important)
I’m willing to pay higher rates/fares to use a travel service provider who demonstrates environmental responsibility
(% Strongly + Somewhat agree)
55%
63% 61%59%
37%
53%
46% 44%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
-18%
-10%-15% -15%
AUSImportance of Environmental Responsibility vs. Willingness to Pay More for It:While the majority of all age groups say it’s important for them to choose environmentally responsible travel companies, far fewer are willing to pay more to use these companies. In fact, Australia shows the biggest differential between these, with double-digit declines for each age group.
YZ N=62, OZ N=108, YM N=192, OM N=161 141
How important are recent news stories or political issues in your decisions about whether or not to visit a specific destination?(% Very important + Somewhat important)
84% 83%79% 79%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
Travel Activities• Adventure Travel and Wellness Trips
• Shopping for Luxury vs. Locally Made Goods
• Importance of Local Experiences
Australia
142
Have you ever participated in an adventure travel experience while on vacation?(% Yes)
Have you taken a wellness trip within the last 12 months?(% Yes)
13%
35%
28%
22%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
61%
75%72%
62%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
AUSAdventure Travel and Wellness Trips:Old Gen Z and Young Millennials are more likely to have ever participated in an adventure travel experience as well as to have taken a wellness trip in the past year.
YZ N=62, OZ N=108, YM N=192, OM N=161 143
How interested are you in the following types of shopping while you’re on vacation? (% Very interested + Somewhat interested)
53%58%56%
81%
56%
76%
57%
73%
Shopping for luxury goods Shopping for locally made goods
Young Gen Z Old Gen Z Young Millennial Old Millennial
AUSShopping for Luxury vs. Locally Made Goods:All groups are much more interested in shopping for locally made goods over locally made goods, except for Young Gen Z, which shows a similar level of interest in both.
YZ N=62, OZ N=108, YM N=192, OM N=161 144
Importance of Local Experiences:The importance of connecting with locals grows with age, but more of all groups place more importance on trying a local food/drink while on a trip.
How important is it for you to do each of the following activities while traveling for leisure?(% Very important + Somewhat important)
53%
71%
57%
75%
61%
79%
63%
77%
Connect with locals Taste a food or drink that is aspeciality of the destination/region
Young Gen Z Old Gen Z Young Millennial Old Millennial
AUS
YZ N=62, OZ N=108, YM N=192, OM N=161 145
Sharing Economy Use
Australia
• Alternative Accommodation and Ridesharing App Use
146
Have you ever done either of the following while on vacation? (% Yes)
40%
56%
76%81%
73% 73%
59%
47%
Stayed at a short-termapartment or home rental
Used a mobile-based ridesharing/ride-hailing service (like Uber or Lyft)
Young Gen Z Old Gen Z Young Millennial Old Millennial
AUSAlternative Accommodation and Ridesharing App Use:Old Gen Zs and Young Millennials show much higher likelihood of having stayed in a short-term vacation rental at least one time as well as having used a mobile-based ridesharing service while traveling at least once compared to the oldest and youngest groups.
YZ N=62, OZ N=108, YM N=192, OM N=161 147
China
Demographics• Children, Employment Status, and Income
• Educational Attainment and Marital Status
148
Primary caregiver for child(ren) under 18:
Current employment status:
Current annual income (CNY):
Young Gen Z Old Gen Z Young Millennials Old Millennials
8%15%
62%
91%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
11% 13%6%
0%
69%
34%
14%4% 2%
46%
86%
5% 5% 1% 4%
95%
1% 5% 0% 0%
Employed full-time Employed part-time Self-employed Unemployed Full-time student
42%
32%
5% 5% 5%11%
0%
15%
29%
10%
17%13%
4%
10%
4%
13% 12%
18% 16% 15%
23%
3%6% 7%
19%15%
25% 25%
Under¥25,000
¥25,000–¥74,999
¥75,000–¥99,999
¥100,000–¥149,999
¥150,000–¥199,999
¥200,000–¥249,999
¥250,000or more
Children, Employment Status, and Income:Of all the countries surveyed, China has the most Millennials with children. It also includes more individuals with high incomes.
CHN
YZ N=62, OZ N=241, YM N=596, OM N=244 149
Highest level of educational attainment:
Marital status:
Young Gen Z Old Gen Z Young Millennials Old Millennials
97%
3% 0% 0% 0%
86%
13%0% 0% 0%
33%
67%
0% 0% 0%6%
94%
0% 0% 0%
Single(never married)
Married ordomestic partnership
Widowed Divorced Separated
Educational Attainment and Marital Status:Young Gen Zs are fairly evenly split between high-school and college aged. Almost all of the Old Millennials are married or in a domestic partnership.
CHN
YZ N=62, OZ N=241, YM N=596, OM N=244 150
23%29% 31%
11%5%
0% 2%3%8%
41%
13%
27%
3% 4%1% 2% 4%
15%
60%
5%14%
1% 2% 2%
14%
64%
2%
16%
Somehigh school
High schooldiploma
Some college Associate’s degree
Bachelor'sdegree
Some graduatestudy
Graduatedegree
China
Leisure Travel Frequency• Number of Leisure Trips
151
How many leisure trips have you taken in the last 12 months?
77%
23%
57%
43%
35%
65%
25%
75%
1 to 2 3 or more
Young Gen Z Old Gen Z Young Millennial Old Millennial
Number of Leisure Trips:Millennials have taken more trips in the last year than Gen Z, with 3/4 of Old Millennials having taken 3 or more, and about this proportion of Young Gen Zs having taken just 1 or 2 trips in the same period.
CHN
YZ N=62, OZ N=241, YM N=596, OM N=244 152
China
Device Preferences• Use Mostly or Only Smartphone for Planning
and Booking
153
Use Mostly or Only Smartphone for Planning and Booking:Across all age groups, mobile use is very high, especially when it comes to air travel and accommodation booking, but it’s highest among Gen Zs.
76%
88% 88%
77%
88% 87%
71%
83% 84%
62%
79% 81%
Researching and planning Air travel booking Accommodation booking
Young Gen Z Old Gen Z Young Millennial Old Millennial
CHN
YZ N=55, OZ N=231, YM N=584, OM N=243 YZ N=49, OZ N=216, YM N=546, OM N=224 YZ N=51, OZ N=224, YM N=554, OM N=230
Mostly or only use smartphone to plan/booking the following parts of leisure trips:(Among those who have a role in planning and who book digitally)
154
Spending• Views on Spending Priorities
• Spending Responsibility and Expectations
China
155
Views on Spending Priorities:Budget consciousness decreases as the age groups get older. And while similarly high proportions of all age group would rather spend on experiences than physical goods, relatively few Gen Zs would prefer spending on travel over things at home.
I am budget conscious when I travel.
(% Strongly agree + Somewhat agree)
68%63%
58%
51%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
88% 85% 85% 85%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
42%
49%
62%67%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
I would rather spend money on travel than on things at home.
(% Strongly agree + Somewhat agree)
Would rather spend money on an experience rather than a physical good:
CHN
YZ N=62, OZ N=241, YM N=596, OM N=244 156
What role do you usually have when it comes to paying for the different parts of your vacations?
Young Gen Z Old Gen Z Young Millennials Old Millennials
How do you think your spending on leisure travel will change in the next year compared to the previous year?
31%
52%
18%
55%
42%
3%
80%
19%
1%
86%
14%
0%
I usually pay forall parts of myown vacations
I usually split thecosts of vacations
with someone else
Someone else usuallypays for my vacations
65%
4%
14%18%
57%
6%
24%
14%
68%
6%
19%
8%
77%
5%
15%
3%
It will increase It will decrease It will stay aboutthe same
Not sure
CHNSpending Responsibility and Expectations:Spending responsibility increases with age, as with the other markets. Across age groups, majorities of Chinese Millennials/Gen Zs think their travel spending will increase in the next year. Very few think it will decrease.
YZ N=62, OZ N=241, YM N=596, OM N=244 157
Loyalty• Loyalty Program Participation
China
158
Loyalty Program Participation:Brand loyalty is more important to Millennials, especially Old Millennials, than to Gen Zs. Membership in loyalty programs reflects this same pattern.
Staying loyal to brands I like is important to me.
(% Strongly agree + Somewhat agree)
Membership in travel-rewards / loyalty programs:
65%68%
80%
89%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
29%23%
34%
46%
62%
69%
78% 80%
Has credit card that givestravel-related rewards
Member of non-credit cardtravel loyalty program
Young Gen Z Old Gen Z Young Millennial Old Millennial
CHN
YZ N=62, OZ N=241, YM N=596, OM N=244 159
• Openness to Digital Advertising
China
Advertising + Media
160
Do you use an Internet ad blocker?(% Yes)
I am open to sharing some personal information with travel service providers in exchange for more relevant offers or personalized services.(% Strongly agree + Agree)
66%70%
66%61%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
42%
50%
66%
75%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
CHNOpenness to Digital Advertising:Use of ad blockers is lowest among Old Millennials. This group is also the most open to sharing personal info for personalization. This openness decreases sharply among each younger age group, with the lowest openness among Young Gen Zs.
YZ N=62, OZ N=241, YM N=596, OM N=244 161
Online Behavior
China
• Leaving Online Reviews
• Top Social Media Platforms
• Engagement With Travel Social Media Accounts and Influencers
162
Have you ever left an online review for a product or service you’ve purchased?
(% Yes)
Have you ever left an online review for a travel-related purchase?
(% Yes, among those who answered “yes” to previous)
94%89%
94% 95%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
62%
81%
93% 94%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
CHNLeaving Online Reviews:While huge majorities of all age groups have left online reviews in general, it is less common that Gen Zs have left one for a travel purchase. The majority have, though.
YZ N=62, OZ N=241, YM N=596, OM N=244 YZ N=58, OZ N=214, YM N=563, OM N=232 163
Top 3 most used social media platforms:
(% that use site the most – ranked #1)
1. QQ – 35%
2. WeChat – 27%
3.* Zhihu – 8%
3.* Facebook – 8%
Young Gen Z
1. WeChat – 32%
2. QQ – 22%
3. Sina Weibo – 12%
Old Gen Z
1. WeChat – 47%
2. Sina Weibo– 11%
3. QQ– 10%
Young Millennials
1. WeChat – 52%
2. Sina Weibo – 11%
3. QQ – 7%
Old Millennials
CHNTop Social Media Platforms:WeChat is a top-used platform for all age groups, but it loses some dominance as age groups get younger, and falls to the second spot for Young Gen Zs.
YZ N=62, OZ N=241, YM N=596, OM N=244 164* = a tie
Engagement With Travel Social Media Accounts and Influencers:For all age groups, it is very common to follow travel social media accounts/influencers. Platforms that aren’t in the overall top 3 most used are more commonly used for this purpose, including Sina Weibo and Douyin (TikTok).
Do you follow any travel-related accounts or influencers on social media?
(% Yes)
Top 3 platforms Millennial/Gen Z travelers follow travel-related accounts or influencers in each market:
(Among those who answered ”Yes” to previous)
1. WeChat – 56%
2. Sina Weibo – 54%3. Zhihu – 46%
Young Gen Z
1. Sina Weibo – 66%
2. Zhihu – 50%3. WeChat – 49%
Old Gen Z
1. Sina Weibo – 64%
2. WeChat – 64%3. Douyin (TikTok) – 50%
YoungMillennials
1. WeChat – 75%
2. Sina Weibo – 70%3. Douyin (TikTok) – 55%
OldMillennials
84% 83%89% 89%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
CHN
YZ N=62, OZ N=241, YM N=596, OM N=244 YZ N=52, OZ N=199, YM N=528, OM N=217 165
Ethical Values• Importance of Environmental Responsibility vs.
Willingness to Pay More for It
China
166
Importance of Environmental Responsibility vs. Willingness to Pay More for It:Large majorities of all age groups say it’s important to choose environmentally sustainable businesses. Especially Millennials. Both Millennial groups are also most willing to pay more to use such businesses, although it’s still less than the proportion who say these business practices are important to them.
It is important to me to choose travel businesses that prioritize environmentally sustainable business practices(% Very + Somewhat important)
I’m willing to pay higher rates/fares to use a travel service provider who demonstrates environmental responsibility(% Strongly + Somewhat agree)
77%
89% 91% 93%
61%
72%80%
86%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
-16%
-17%-9%
-7%
CHN
YZ N=62, OZ N=241, YM N=596, OM N=244 167
How important are recent news stories or political issues in your decisions about whether or not to visit a specific destination?(% Very important + Somewhat important)
90%95% 96% 95%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
China
Types of Trips• Travel Companion
• Cruise and Wellness Trips
• Trips for Specific Events or Activities
168
Travel Companion:Unlike the U.S., UK, and Australia, Chinese Gen Zs are more likely to travel with friends than with their immediate families. Travel with friends is less common among Millennials, especially Old Millennials.
Thinking about the leisure trips you’ve taken in the last 12 months, who did you travel with? Select all that apply.
39%
18%
58%
6% 8%11%
30%
16%
54%
12%
19%14%
51%
17%
38%
44%
11% 11%
77%
19%24%
64%
4% 6%
My immediatefamily
Extendedfamily members
A friend(or friends)
My spouse My significantother (not spouse)
I traveledalone
Young Gen Z Old Gen Z Young Millennial Old Millennial
CHN
YZ N=62, OZ N=241, YM N=596, OM N=244 169
27%
34%37%
44%
55% 54%
65%68%
Gone on a cruise Taken a wellness trip
Young Gen Z Old Gen Z Young Millennial Old Millennial
CHNCruise and Wellness Trips:The likelihood of having gone on a cruise or wellness trip in the past year increases as the age groups get older. Old Millennials are about twice as likely to have done either as Young Gen Zs are.
Have you done either of the following types of leisure trips in the past 12 months? % Yes
YZ N=62, OZ N=241, YM N=596, OM N=244 170
52%
39%
73%
56%
83%
69%
86%
77%
Attend a specific eventin the destination, such as a concert,
sporting event, or festival
Partake in one specific activityin the destination, such as skiing/
snowboarding, hiking, golfing, fishing
Young Gen Z Old Gen Z Young Millennial Old Millennial
Have you ever planned a leisure trip specifically for either of the following reasons? % Yes
CHNTrips for Specific Events or Activities:Millennials, especially Old Millennials, are more likely to have gone on a trip specifically to attend an event in the destination or to participate in a certain activity.
YZ N=62, OZ N=241, YM N=596, OM N=244 171
Travel Activities• Participation in Adventure Travel and Tours and Activities
• Shopping for Luxury vs. Locally Made Goods
China
172
Have you ever participated in either of the following types of activities while on vacation? % Yes
47%
55%
68%76%
80%85%84%
94%
Adventure travel experience Organized tour/activity
Young Gen Z Old Gen Z Young Millennial Old Millennial
CHNParticipation in Adventure Travel and Tours and Activities:Millennials, especially Old Millennials, have the highest participation rates in adventure travel and organized tours and activities.
YZ N=62, OZ N=241, YM N=596, OM N=244 173
Shopping for Luxury vs. Locally Made Goods:All age groups are more interested in shopping for locally made goods that shopping for luxury goods while traveling. Gen Zs are especially uninterested in shopping for luxury goods.
How interested are you in the following types of shopping while you’re on vacation? (% Very interested + Somewhat interested)
45%
74%
47%
81%
69%
90%
77%
92%
Shopping for luxury goods Shopping for locally made goods
Young Gen Z Old Gen Z Young Millennial Old Millennial
CHN
YZ N=62, OZ N=241, YM N=596, OM N=244 174
Sharing Economy Use• Alternative Accommodation and Ridesharing
App Use
China
175
Have you ever done either of the following while on vacation? (% Yes)
52%
71%78%
82%86%
78%
89%
78%
Stayed at a short-termapartment or home rental
Used a mobile-based ridesharing/ride-hailing service (like Uber or Lyft)
Young Gen Z Old Gen Z Young Millennial Old Millennial
CHNAlternative Accommodation and Ridesharing App Use:Young Gen Zs are least likely to have stayed in a short-term vacation rental or to have used a ridesharing service while traveling. Large majorities of Old Gen Zs and Millennials have done both.
YZ N=50, OZ N=260, YM N=440, OM N=265 176
India
Demographics• Children, Employment Status, and Income
• Educational Attainment and Marital Status
177
Primary caregiver for child(ren) under 18:
Current employment status:
Current annual income (INR):
Young Gen Z Old Gen Z Young Millennials Old Millennials
14% 16%
51%
85%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
6%14%
6%16%
58%
20% 17% 14% 12%
37%
72%
8% 13%5% 3%
88%
3% 8%2% 0%
Employed full-time Employed part-time Self-employed Unemployed Full-time student
46%
23%
15% 15%
0% 0% 0%
40%
22% 22%
11%
2% 2% 2%
14%
24%
31%
20%
6%3% 2%4%
9%
33%
26%
11%9% 8%
Under ₹2,00,000
₹2,00,000–₹4,99,999
₹5,00,000–₹9,99,999
₹10,00,000–₹19,99,999
₹20,00,000–₹34,99,999
₹35,00,000–₹54,99,999
₹55,00,000 or more
INDChildren, Employment Status, and Income:A majority of Indian Millennials are parents, and so likely to travel with children. Most Young Gen Zs are full-time students.
YZ N=50, OZ N=260, YM N=440, OM N=265 178
Highest level of educational attainment:
Marital status:
Young Gen Z Old Gen Z Young Millennials Old Millennials
84%
8% 4% 0% 4%
86%
12%1% 1% 0%
48% 51%
0% 1% 0%11%
87%
0% 1% 0%
Single(never married)
Married ordomestic partnership
Widowed Divorced Separated
INDEducational Attainment and Marital Status:Respondents from India are the highest educated overall, with many Millennials indicating they have graduate degree. The majority of Millennials are also married.
YZ N=50, OZ N=260, YM N=440, OM N=265 179
28% 26% 26%
4% 6% 8%2%
10% 12%20%
2%
34%
5%
18%
3% 2%7% 3%
33%
2%
50%
1% 4% 3% 2%
18%
3%
70%
Somehigh school
High schooldiploma
Somecollege/university
Associate’s degree
Bachelor'sdegree
Some graduatestudy
Graduatedegree
Leisure Travel Frequency• Number of Leisure Trips
India
180
Number of Leisure Trips:Millennials have taken more trips in the last year than Gen Zs, with 60% of Old Millennials saying they took 3 or more. This age group also shows a stronger preference for taking more short trips, as compared to the other groups.
How many leisure trips have you taken in the last 12 months?
62%
38%
58%
42%45%
55%
40%
60%
1 to 2 3 or more
Young Gen Z Old Gen Z Young Millennials Old Millennials
24%
58%
18%
38%
53%
8%
39%
55%
6%
45%
54%
2%
More short trips A few long trips Not sure
Would you prefer to take more short trips (1–3 nights) or a few long trips (4 or more nights) in the next 12 months?
IND
YZ N=50, OZ N=260, YM N=440, OM N=265 181
Trip Planning • Top Sources of Information
• Planning Duration
India
182
Travel Inspirations:Friends and/or family decreases in importance as a source of travel inspiration as the age groups get older. Young Gen Zs are disproportionately inspired by celebrities and/or influencers.
Which of the following, if any, inspires you to travel the most? Select up to 2 of your top inspirations.
42%
62%
36%
18%
14%
4%
0%
24%
59%
35% 35%
19%
4%2%
22%
50%
44%42%
28%
3%0%
23%
43%46%
43%
34%
1% 1%
Celebrities and/orsocial mediainfluencers
Friends and/orfamily
Travel-related TV shows, documentaries,
and/or movies
Travel related socialmedia accounts
(other than influencers)
Travel-relatedmagazines
None of these Other (please specify)
Young Gen Z Old Gen Z Young Millennial Old Millennial
IND
YZ N=50, OZ N=260, YM N=440, OM N=265 183
How long before a vacation do you normally begin planning it?
INDPlanning Duration:Gen Zs are more likely to take a shorter time to plan trips than Millennials. Whereas 2/3 of Gen Zs take just 1 to 2 months, nearly this proportion of Old Millennials take 3 months or more.
66%
34%
63%
37%
50% 50%
37%
63%
1 to 2 months before 3 or more months before
Young Gen Z Old Gen Z Young Millennial Old Millennial
YZ N=50, OZ N=260, YM N=440, OM N=265 184
Device Preferences• Use Mostly or Only Smartphone for Planning
and Booking
India
185
66%70%
53%50%
59% 60%65% 66% 66%68%
62%66%
Researching and planning Air travel booking Accommodation booking
Young Gen Z Old Gen Z Young Millennial Old Millennial
INDUse Mostly or Only Smartphone for Planning and Booking:Across all age groups, mobile use is high. Young Gen Zs show especially high levels of mobile use when it comes to researching/planning and air travel booking.
YZ N=44, OZ N=238, YM N=432, OM N=263
Mostly or only use smartphone to plan/booking the following parts of leisure trips: (Among those who have a role in planning and who book digitally)
YZ N=23, OZ N=140, YM N=317, OM N=183 YZ N=19, OZ N=149, YM N=309, OM N=200 186
Spending• Views on Spending Priorities
• Spending Responsibility and Expectations
India
187
Views on Spending Priorities:Opposite from China, budget consciousness increases as the age groups get older in India. The preference for spending on experiences over goods follows the same pattern, and similar majorities agree that travel is something to prioritize spending on.
I am budget conscious when I travel.
% Strongly agree + Somewhat agree
Would rather spend money on an experience rather than a physical good:
I would rather spend money on travel than on things at home.% Strongly agree + Somewhat agree
59%
73% 73%
84%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
66%
77%
85%88%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
72%
63%
75%
85%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
IND
YZ N=50, OZ N=260, YM N=440, OM N=265 188
What role do you usually have when it comes to paying for the different parts of your vacations?
Young Gen Z Old Gen Z Young Millennials Old Millennials
How do you think your spending on leisure travel will change in the next year compared to the previous year?
44%40%
16%
46% 44%
10%
75%
23%
2%
85%
12%
3%
I usually pay forall parts of myown vacations
I usually split thecosts of vacations
with someone else
Someone else usuallypays for my vacations
67%
17%
10% 7%
71%
10%14%
5%
78%
6%12%
5%
89%
2%8%
1%
It will increase It will decrease It will stay aboutthe same
Not sure
INDSpending Responsibility and Expectations:Spending responsibility increases with age, as with the other markets. Across age groups, majorities of Indian Millennials/Gen Zs think their travel spending will increase in the next year. Very few think it will decrease, as was also seen with China.
YZ N=50, OZ N=260, YM N=440, OM N=265 189
Loyalty• Loyalty Program Participation
India
190
Staying loyal to brands I like is important to me.(% Strongly agree + Somewhat agree)
Membership in travel-rewards / loyalty programs:
74%68%
80%
91%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
58%
32%
44%
28%
70%
44%
84%
60%
Has credit card that givestravel-related rewards
Member of non-credit cardtravel loyalty program
Young Gen Z Old Gen Z Young Millennial Old Millennial
INDLoyalty Program Participation:Old Millennials are most likely to agree that brand loyalty is important. It follows that they also are most likely to be a member of a travel loyalty program.
YZ N=50, OZ N=260, YM N=440, OM N=265 191
• Openness to Digital Advertising
Advertising + Media
India
192
Do you use an Internet ad blocker?(% Yes)
I am open to sharing some personal information with travel service providers in exchange for more relevant offers or personalized services.
(% Strongly agree + Agree)
52%48% 50%
57%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
62%58%
68%
84%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
INDOpenness to Digital Advertising:Use of ad blockers is fairly consistent across age groups, with the highest use among Old Millennials. This group is also the most open to sharing personal info for personalized offers/services.
YZ N=50, OZ N=260, YM N=440, OM N=265 193
Online Behavior• Top Social Media Platforms
• Engagement With Travel Social Media Accounts and Influencers
India
194
Top 3 most used social media platforms:
(% that use site the most – ranked #1)
1. Instagram – 30%
2. YouTube – 16%
3. WhatsApp – 14%
Young Gen Z
1. WhatsApp – 29%
2. YouTube – 22%
3. Instagram – 17%
Old Gen Z
1. WhatsApp – 29%
2. YouTube – 20%
3. Instagram – 13%
Young Millennials
1. WhatsApp – 23%
2. Facebook – 19%
3. YouTube – 17%
Old Millennials
INDTop Social Media Platforms:WhatsApp is the most used app among all age groups except Young Gen Zs, who are likely to use Instagram and YouTube more often.
YZ N=50, OZ N=260, YM N=440, OM N=265 195
Do you follow any travel-related accounts or influencers on social media?
(% Yes)
Top 3 platforms Millennial/Gen Z travelers follow travel-related accounts or influencers in each market:
(Among those who follow one)
1. Instagram – 76%
2. YouTube – 52%3. WhatsApp – 45%
Young Gen Z
1. Instagram – 75%
2. YouTube – 61%3. Facebook – 57%
Old Gen Z
1. Facebook – 84%
2. Instagram – 75%3. YouTube – 63%
YoungMillennials
1. Facebook – 85%
2. Instagram – 74%3. WhatsApp– 65%
OldMillennials
66% 67%
77%83%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
INDEngagement With Travel Social Media Accounts and Influencers:Millennials are more likely to follow travel social media accounts/influencers than Gen Zs. Millennials are most likely to use Facebook to do so, while Gen Zs use Instagram more often.
YZ N=50, OZ N=260, YM N=440, OM N=265 YZ N=33, OZ N=174, YM N=338, OM N=220 196
Ethical Values• Importance of Environmental Responsibility vs.
Willingness to Pay More for It
India
197
Importance of Environmental Responsibility vs. Willingness to Pay More for It:Large majorities of all age groups say it’s important to choose environmentally sustainable businesses, especially Millennials. Overall, Indian Millennials/Gen Zs are the most willing to pay up for these types of businesses compared to the proportions who say it’s important.
It is important to me to choose travel businesses that prioritize environmentally sustainable business practices(% Very + Somewhat important)
I’m willing to pay higher rates/fares to use a travel service provider who demonstrates environmental responsibility(% Strongly + Somewhat agree)
68% 69%
84%91%
62% 62%
79%
88%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
-6% -7%
-5%-3%
IND
YZ N=50, OZ N=260, YM N=440, OM N=265 198
How important are recent news stories or political issues in your decisions about whether or not to visit a specific destination?(% Very important + Somewhat important)
84% 85%92% 95%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
Types of Trips• Cruise and Wellness Trips
• Trips for Specific Events or Activities
India
199
Cruise and Wellness Trips:The likelihood of having gone on a cruise or wellness trip in the past year increases as the age groups get older. Old Millennials are almost twice as likely to have done either as Young Gen Zs.
Have you done either of the following types of leisure trips in the past 12 months? % Yes
28%
38%
31%
45%
52%
63%
55%
71%
Gone on a cruise Taken a wellness trip
Young Gen Z Old Gen Z Young Millennial Old Millennial
IND
YZ N=50, OZ N=260, YM N=440, OM N=265 200
Trips for Specific Events or Activities:Millennials are more likely to have gone on a trip specifically to attend an event in the destination or to participate in a certain activity compared to Gen Zs.
Have you ever planned a leisure trip specifically for either of the following reasons? % Yes
56%62%
72%
62%
78%72%
80%
72%
Attend a specific eventin the destination, such as a concert,
sporting event, or festival
Partake in one specific activityin the destination, such as skiing/
snowboarding, hiking, golfing, fishing
Young Gen Z Old Gen Z Young Millennial Old Millennial
IND
YZ N=50, OZ N=260, YM N=440, OM N=265 201
Travel Activities• Shopping for Luxury vs. Locally Made Goods
• Importance of Local Experiences
India
202
How interested are you in the following types of shopping while you’re on vacation? (% Very interested + Somewhat interested)
66% 64%65%
80%80%
92%88%
94%
Shopping for luxury goods Shopping for locally made goods
Young Gen Z Old Gen Z Young Millennial Old Millennial
INDShopping for Luxury vs. Locally Made Goods:All age groups, except Young Gen Zs, are more interested in shopping for locally made goods than shopping for luxury goods while traveling. Millennials have high interest in both.
YZ N=50, OZ N=260, YM N=440, OM N=265 203
How important is it for you to do each of the following activities while traveling for leisure?(% Very important + Somewhat important)
54%
70%77%
87%87%90%
94% 96%
Connect with locals Taste a food or drink that is aspeciality of the destination/region
Young Gen Z Old Gen Z Young Millennial Old Millennial
INDImportance of Local Experiences:The importance of connecting with locals grows as the age groups get older. Gen Zs are more interested overall in trying local food/drink than connecting with locals.
YZ N=50, OZ N=260, YM N=440, OM N=265 204
Sharing Economy Use• Alternative Accommodation and Ridesharing
App Use
India
205
Have you ever done either of the following while on vacation? (% Yes)
62%68%
58%
82%78%
91%
79%
94%
Stayed at a short-termapartment or home rental
Used a mobile-based ridesharing/ride-hailing service (like Uber or Lyft)
Young Gen Z Old Gen Z Young Millennial Old Millennial
INDAlternative Accommodation and Ridesharing App Use:Millennials have high likelihoods that they’ve stayed in a short-term vacation rental or used a ridesharing service while traveling in the past compared to Gen Zs.
YZ N=50, OZ N=260, YM N=440, OM N=265 206
Comparing All Age Groups
Across CountriesContents:
• Leisure Travel Frequency
• Trip Planning
• Destination Selection
• Booking Behavior
207
Leisure Travel Frequency• Number of Leisure Trips
• International Travel
All Countries + Age Groups
208
How many leisure trips have you taken in the last 12 months?
64%
36%
62%
38%
61%
39%
68%
32%
1 or 2 3 or more
71%
29%
64%
36%
51% 49%
61%
39%
1 to 2 3 or more
65%
35%
62%
38%
59%
41%
63%
37%
1 or 2 3 or more
77%
23%
57%
43%35%
65%
25%
75%
1 to 2 3 or more
62%
38%
58%
42%45%
55%
40%
60%
1 to 2 3 or more
U.S: UK: Australia:
China: India:
Young Gen Z Old Gen Z Young Millennials Old Millennials
Number of Leisure Trips:In China and India, the older the age group, the more likely that they’ve traveled more in the past year. This clear trend doesn’t exist in the other countries.
209
U.S: UK: Australia:
China: India:
Of the leisure trips you’ve taken in the last 12 months, how many were international?% Most or All were international
17%
22%
11%6%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
39% 38% 38%41%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
35% 35%
27% 24%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
6%9%
19%
25%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
8%12%
24% 25%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
International Travel:In China and India, the older the age groups, the more international trips they’ve taken in the past year. This pattern is not seen elsewhere, and is inversed in Australia and the U.S.
210
Trip Planning• Planning Responsibility
All Countries + Age Groups
211
Planning Responsibility:It makes sense that travel planning responsibility is higher for the older age groups in all markets. Millennial/Gen Z travelers in India and China, however, are more likely to be the primary planner in comparison to the other countries.
UK: Australia:
For a typical leisure trip, how much responsibility do you have in planning the trip?
U.S:
China: India:
Young Gen Z Old Gen Z Young Millennials Old Millennials
14%
45%41%40%
46%
14%
57%
39%
3%
63%
35%
2%
I am theprimary planner
I share this responsibi litywith someone else
Someone else usuallyplans trips I go on
16%
61%
24%
46% 49%
5%
58%
39%
3%
59%
39%
2%
I am theprimary planner
I share this responsibi litywith someone else
Someone else usuallyplans trips I go on
18%
55%
27%
38%
52%
10%
57%
39%
5%
63%
34%
2%
I am theprimary planner
I share this responsibi litywith someone else
Someone else usuallyplans trips I go on
34%
55%
11%
51%44%
4%
76%
22%
2%
89%
10%0%
I am theprimary planner
I share this responsibilitywith someone else
Someone else usuallyplans trips I go on
42% 46%
12%
43%48%
8%
68%
30%
2%
85%
15%
1%
I am theprimary planner
I share this responsibilitywith someone else
Someone else usuallyplans trips I go on
212
Destination Selection• Consideration of “Instagram-Worthiness”
All Countries + Age Groups
213
Consideration of “Instagram-Worthiness”:For China and India, the importance of choosing social-media worthy destinations increases with age. For the UK, this is most important for Young Millennials. In the U.S. and Australia, Old Gen Z and Young Millennials, who often share similar traits in these markets, care about it the most.
U.S: UK: Australia:
China: India:
When planning a vacation, how much do you consider a destination’s “Instagram-worthiness”?% It’s a top consideration + I think about it, but it’s not a top consideration
43%51% 49%
38%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
41%
44%
47%
45%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
40%
51% 47%
38%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
60%70%
76%82%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
59%
71%78%
84%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
214
Booking Behavior• Comfort With Booking Via Voice Assistants
All Countries + Age Groups
215
U.S: UK: Australia:
China: India:
Are you comfortable booking any part of a vacation using a voice assistant (i.e., Google Home, Amazon Alexa)?% Yes
20%
33%36%
30%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
25% 26%30%
36%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
16%
34%
26% 24%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
35%
56%
70%80%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
56% 56%
73%
87%
YoungGen Z
OldGen Z
YoungMillennial
OldMillennial
Comfort With Booking Via Voice Assistants:In China and India, comfort level with booking parts of a trip via voice assistant increases with age to very high majorities. In the U.S., however, Old Gen Z and Young Millennials are most comfortable with it, although at comparatively much lower levels.
216
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