Flight Centre top of mind for millennials: study

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New research from the YouGov BrandIndex has revealed that Flight Centre was the only travel brand to be discussed among millennials in the past two weeks.

The study looked into brands that have the best reputation among the 18-34 year old audience, as well as looking at which ones made the most improvement recently.

The study showed that in the top 10 best perceived brands among millennials in Australia, Facebook, Netflix and Instagram achieved the highest Word of Mouth scores. It comes as VisitScotland launches its pop-up Instagram travel agency, where travellers can curate holidays from Instagram photos.

And when it comes to Facebook and Instagram, recent research showed 52 per cent of travellers are swayed by FB photos when choosing holiday destinations..

McDonalds, KFC, Kmart and Commbank also received mentions in the list, but it’s the most improved where Flight Centre made its entry.

To see which companies were among the top 10 best brand improvers in the eyes of millennials, the study asked its 18-34 consumer group,  “Which of the following brands have you talked about with friends and family in the past two weeks?”

And there, at number nine, sat good old Flight Centre, with a score of 43.5, up over seven points on its brand ranking last year.

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Ervin Ha, Head of Data Products at YouGov Asia Pacific, said, “Millennials, those were born between 1980 and 1999, are one of the largest and most technology savvy generations ever.

“Marketing to this demographic is a priority for established and emerging brands alike. Leveraging BrandIndex and its different measurement metrics, we can see which brands are the most popular in the eyes of this generation.”

Check out the top 10 brands for millennials below – perhaps your business could take a few marketing leaves out of their books…

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For this ranking, YouGov BrandIndex first screened all of its 1,500 brands for positive Buzz, which asks respondents “Have you heard anything positive about the brand in the last two weeks, through advertising, news, or word of mouth?”

Brands with low response volume were eliminated.

From those brands, they were then ranked on Word of Mouth scores, which asks respondents “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?”

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