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Millennial travellers seek more than traditional travel

Kate Webster

Millennials are travel influencers willing to spend on great experiences, prioritizing travel above any other expense while being savvy bargain hunters with a penchant for luxuries.

New global research from travel data platform ADARA revealled that Millennials are disrupting traditional models for travel. They are dedicated travellers that are more likely to book through intermediaries and are less likely to be in loyalty programs as they currently exist.

The study exposed the travel habits of Millennials using focus groups and research to compare attitudes and behaviours among 18 to 34 year olds and 35+ year olds.

Research revealed that 89 percent of those surveyed love to travel to new places and the majority agree that travel involves new experiences and going off the beaten track (90 percent and 68 percent, respectively).

In comparison to the older market, Millennials are more likely to use digital resources, such as review sites to plan and book their travel – proving that marketers need to adapt their campaigns to reach this audience.

Millennials will plan ahead to ensure the best experience at the best price, with 76 percent of Australian Millennials prioritizing price over airlines when choosing a flight. Hotel searches are no different, with a longer window of 8 days prior to booking compared to 6 days for older adults.

The data also reveals that Australian Millennials fly more, opting to travel front of cabin, highlighting that they have disposable funds to spend on favoured luxuries.

ADARA president of media and CMO, Elizabeth Harz, said “Our research shows Australian Millennials are interesting to travel brands in ways they may not have data to support. They are travel influencers, helping friends and family make purchase and brand decisions. As a group, they are savvy shoppers who are willing to splurge on the right experiences from extra leg room to a cooking class in a new destination.”

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