STUDY: Good digital experience key to winning over Millennials, but travel basics still essential for all Aussies

Various transportation. Transportation around the world airplane, bus, train, cruise ship, railway. Booking online now. hand holds a phone with a button Book now. Flat vector illustration.

A good digital experience is key to winning the attention of Gen Y travellers, but not at the expense of tried-and-tested basics of customer success, according to a new study.

Travelport’s Global Digital Traveler Research 2019 found younger Australians’ priorities of convenience and service extend this expectation to be delivered via their digital devices.

Two-thirds of Millennial Australians rate a good digital experience as a top priority when choosing an airline, ahead of traditional customer programs like frequent flyer points (59 per cent).

Their preferences are stark in comparison to their parents’ generations, with the study finding that 46 per cent of younger Aussies do most of their travel booking and research via mobile phones, compared with 28 per cent Gen Xers and nine per cent of Baby Boomers.

Travelport’s research also revealed that younger Australians prefer to be well-researched when jetting off, compared to their older counterparts, using a mix of in-person and online techniques.

Almost half (48 per cent) almost always rely on traditional review websites and flight comparison sites (49 per cent), and are experimenting with new technology like voice search (43 per cent), compared to just 28 per cent of Gen Xers and 11 per cent of Baby Boomers.

Millennials are also the most likely to frequently look for recommendations from travel professionals (79 per cent), like travel agents and tour operators, compared to 72 per cent of older Australians.

According to the study, when researching a trip, 79 per cent of travellers in Australia have now viewed videos and photos posted by travel brands on social media, and 22 per cent ‘nearly always’ do this.

Facebook is considered the most influential social media platform by Millennials in Australia. This view is shared by Gen X travellers and Baby Boomers; however, preference of Instagram is on the rise.

While the younger generations may prefer digital experiences, Travelport found a human touch is still important for many Australians, with more than half (52 per cent) of Baby Boomers and 41 per cent of Gen Xers frustrated by not being able to speak with a person when booking a trip.

When it comes to flights, Australians of all generations prioritise value for money (91 per cent), a trusted/reliable airline (91 per cent) and great customer service (85 per cent) above added extras like a digital experience and frequent flyer rewards.

Similarly, for accommodation, cost (89 per cent) and location (91 per cent) are the main priorities for all Australians.

Latest News

  • Cruise

Seabourn introduces enhanced groups programs for travel advisors

Leading ultra-luxury cruising and expedition travel company, Seabourne, proudly announces the “Seabourn Enhanced Groups Program” to elevate business prospects for travel advisors. This program introduces a revamped Tour Conductor Credit that offers shipboard credits or bonus commission for bookings. It also eliminates the need for deposits for small group allotments and increases group capacity. “Seabourn […]

  • Cruise

MSC World America to become the ultimate family destination at sea

MSC Cruises’ latest world-class ship is set to redefine family cruising with unprecedented spaces and activities, including ones developed in partnership with the LEGO® group. The cruise line announced that its new flagship will feature seven distinct districts, each bringing together a range of tailored experiences. The ship’s blend of American comfort and European design […]

  • Cruise

Ponant’s latest luxury cruise expeditions for 2024 and 2025

Head out to see the beauty of unique destinations on three bucket-list explorations of Australia with Ponant Cruise’s new luxury expeditions. Known for their luxury cruises, Ponant offers unique and truly exceptional sea voyage aboard sleek and intimately sized cruise yachts. They offer a range of discovery expeditions, and launched new cruises that take guests […]

  • News

Liz Anderson steps down from CATO Board after eight years of leadership

The Council of Australian Tour Operators (CATO) has today announced that Liz Anderson (at right) will be stepping down from the Board on Wednesday June 19, concluding her eight years as a director. “The eight years that Liz served on the CATO board were the most transformative time in the Association’s history,” CATO Chair Dennis […]

  • Attractions

Comedian Josh Thomas road tests swapping day job for Tassie odd jobs

Australians are invited to tap into a 200-million-day annual leave bank* and swap day jobs for one of 10 ‘Odd Jobs’ in Tasmania this off-season including Wombat Walker, Paranormal Investigator, Wine Whisperer and Truffler Snuffler. Tourism Tasmania has today launched Odd Jobs, a tongue-in-cheek campaign designed to encourage Australians to swap their day jobs for […]

  • Aviation
  • News

Christine O’Reilly to replace Peter Hay as chair of Australia Pacific Airports Corporation

Christine O’Reilly has been named as the new chair of Australia Pacific Airports Corporation (APAC) – the owner of Melbourne and Launceston Airports. According to a release, O’Reilly will replace Peter Hay on 1 October, who retires after five years as Chair of APAC. APAC CEO Lorie Argus said O’Reilly’s appointment comes at an exciting […]

  • Tourism

The number one thing you can’t forget if you’re going to Europe & The Olympics

As the Summer Olympics in Paris draws near, travel insurance comparison site Compare the Market is urging travellers to safeguard their European summer sports dreams by getting travel insurance for when the unexpected happens. While France seems like a decently safe country to visit, it’s crucial not to overlook the potential risks that could disrupt a holiday. From bed […]

  • Destinations
  • Partner Content

The Solomon Islands’ is ‘Kulture-plus’

Be grateful that your experience of 'headhunting' is limited to some random dude reaching out to you on LinkedIn.

Partner Content

by Travel Weekly

Travel Weekly
  • Cruise

Cruise Traveller’s new Scottish Highlands cruise tour package

Australian small ship cruising specialist, Cruise Traveller, offers a 20-night land and sea holiday in the UK aboard the Lord of the Glens. The tiny cruise line’s 52-guest boutique vessel, Lord of the Glens, is purpose-built to explore the intricate waterways and lochs of the Scottish Highlands. It boasts a rich, traditional ambience with polished […]

  • Cruise

Celebrity Xcel’s keel-laying ceremony in France, with 2025 inaugural sail planned

Construction has commenced on Celebrity Cruises’ next ship, Celebrity Xcel, with a keel-laying ceremony at the Chantiers de l’Atlantique shipyard in Saint-Nazaire, France. An Edge Series ship, Celebrity Xcel will set sail in autumn 2025, with several new yet-to-be-revealed offerings. At the ceremony, Jason Liberty, president and CEO of Royal Caribbean Group (RCG), the parent […]

  • Destinations
  • Tour Operators

Globus unveils nine new independent tours for 2025

Coach touring brand Globus has unveiled nine new independent tours for 2025, from Bangkok to Bali and Abu Dhabi to Nepal. “With Globus Independent tours, our guests are free to enjoy the many benefits of touring, untethered and unscheduled,” APAC head of marketing, Globus family of brands (GFOB), Chris Fundell said. “Providing hand-picked hotel accommodations, […]

  • Hotels

Mandarin Oriental Hotel Group opens Mandarin Oriental Mayfair

The Mandarin Oriental has opened a second property in London, the Mandarin Oriental Mayfair, in the heart of historic Hanover Square. Designed by internationally renowned Rogers Stirk Harbour and Partners, the hotel is the first new build in Mayfair in over a decade. Bringing a modern architectural approach to one of London’s most storied squares, […]