Are Millennials going to change the face of travel?
The Trend Forecast is an insight into the 10.2 million Australian travellers who engage with News Corp Australia’s brands every month.
The Forecast revealed that 87 per cent of Millennials are confident in international travel and more likely to be planning a round-the-world trip.
“Our latest study reveals that Australian travellers intending to take a trip interstate remains consistent but intent to travel intrastate has been steadily falling since last year. Intent to travel internationally is growing once again, with just under 20 per cent indicating it will be the next holiday,” Nilsson said.
It also found that Millennials and Gen Z value agent expertise for certain needs as they are more likely to rely on a travel agent for budgeting, insurance and entertainment plans. The lowest price is on the agenda, but peace of mind still trumps it for now with over 50 per cent of Aussies willing to pay more to ensure a safe and fun trip.
Short-term international travel is rising quickly, with one to two weeks now the most popular length of time to travel for those planning on heading overseas.
“We are seeing that 78 per cent of travellers are now confident in international travel. While New Zealand remains firmly in the top spot for intent, the impact of that confidence is shifting intent from our neighbouring destinations toward long haul destinations, with Europe and the US moving up the rankings,” Nilsson said.
Some other key travel consumer trends that were identified included:
- Dollars and Sense – Good value and lowest price are the core factors of importance for Australians booking their next trip, but that doesn’t mean they are willing to scrimp when it comes to safety and security. Travel providers should clearly demonstrate the value of their offers to attract interest from the majority of travel-intending Aussies. With over half of them willing to pay more for ease and safety, providing these options can drive preference and margin.
- Good Thrill Hunting – Now that travel has become easier, Australians are ready to celebrate. Young travellers are the keenest, planning on holidaying longer and spending more than they usually would on travelling for extended periods of time. With many Australian travel intenders planning to “go all out”, the value of experts and great service is in high demand. That means a significant opportunity to build loyalty, particularly with younger travel segments.
- Make It Meaningful – More than ever, Aussies are looking for purpose when they travel. This can manifest in different ways, but it’s ultimately about having a defining experience, not just a holiday. Humanitarian holidaying is growing, with inclusivity and sustainable practices becoming core booking factors for both Millennials and Gen Z. Immersion in local culture has superseded ticking destinations off a list, with over a quarter of travellers looking to spend time in just one place and in need of local expertise.
- Young, Free & Keen To Mingle– Gen Z are more likely than any other generation to be looking for relaxation, self-care retreats and healing sabbatical style holidays. They prefer to travel in groups and are far less concerned about value. Instead, it’s about a trip where they can easily all go out, challenge themselves, and give back to smaller communities. Gen Z are also much more likely to turn to travel influencers, online friends and viral video for travel content, reviews and suggestions meaning that leveraging social platforms is crucial to reach this high-value segment.