When the latest New Horizons Survey asked millennial and gen Z travellers what they were willing to splurge on during their trips, they were clear on their preference for experiential purchases. 37% of respondents were willing to shell out extra cash for food and drink experiences. Traditional travel luxuries, such as airfare upgrades, were favoured least.
GROWING INFORMATION INTENSITY AND UTILISATION OF ONLINE TRAVEL AGENCIES (OTAS)
The number of different information sources used to research the main trip has climbed steadily, from three in 2002 to more than 10 in 2017. Friends and family were still the most used information sources in 2017, but the importance of social media and comparison or referral websites grew significantly from 2012.
THE THREE KEYS TO MILLENNIAL AND GEN Z TRAVELLER HAPPINESS
Millennial and gen Z travellers indicated three significant factors in their travel happiness: destination, trip length, and activities. Traveller happiness hits fever pitch at one month, however, travellers also reported an uptick in happiness on trips from three to six months’ duration. The 2017 New Horizons Survey found that the more in-destination activities and experiences people have while travelling, the happier they are. Trips to Mexico, Japan, Indonesia and Peru make millennial and gen Z travellers the happiest.