Could the new Australian dream be to travel more?
With the great Australian dream of owning your own home still evident in the psyche of Australia’s young people, it nevertheless seems harder to obtain.
It’s definitely not surprising then to see the priorities and expenses of Australia’s young people today turning to experiences and especially travel.
The Contiki 2017 Youth Evolution Report looks into behaviours and trends of Young Australians (18-36 years of age) and also explores what the future traveller might look like.
Their greatest desire is to have full financial freedom and independence (69% of 18-21 year olds), just beyond travelling and seeing the world (64% of 18-21 year olds; cf. 22-36: 58%; 37+: 52%).
“Travel is a goal young people put high on their priority list and it is seen as a gateway to experience the new. It’s also simply a goal they are able to achieve more easily than other life-markers such as owning a home,” said Managing Director Contiki AU, Katrina Barry.
Three quarters (74%) of 18-21 year olds have already travelled oversea, and 42% say one of their biggest fears is not travelling enough.
Their desire for unique and adventurous experiences has also helped boosting the popularity of more exotic destinations such as Machu Picchu, Vietnam and Cambodia. 29% of 18-21 year olds indicate adventure is one of their main motivators to choose one destination over another (cf. to 22-36: 17%; 37+: 9%).
“Our research shows how impactful the young age group already is for the travel industry and it also gives us an understanding of what the traveller of the future is going to look like. Adventure, food and social media will be key factors for the next traveller generation,” Barry added.
To get a better understanding on the Gen Y travel market, MyTravelResearch co-founder Bronwyn White is hosting a free educational webinar series, launching next Tuesday 2 May. It will offer insights on travel consumers, such as how to sell to them and the best way to deliver messages.
White said that Millennials often seek instant gratification.
“If your destination or business cannot provide the information or content they are looking for then they will simply abandon you and Google for another business or DMO who can service them in the micro-moment.”
On social media, White argued that the use of social media usage mitigates – and fans – Millennials’ fear of missing out (FOMO). They share current locations and check-in to validate their self worth.
“Your destination or business needs to ensure this is encouraged. Make sure you offer free Wi-Fi to facilitate these activities and needs. From the Gen Y perspective, free WIFI is a right, not a value option,” White added.
To sign up for the one-hour webinar, which starts at 11am (AEST) on Tuesday 2 May, visit the Travel Massive event sign up page here.