Table of Contents
- Market research
- Key facts and statistics
- Post Covid trends
- How much do Millennials spend on travel?
- How often do Millennials travel and what type of trips do they take?
- Where and how do Millennials travel?
- Why do Millennials travel?
- How are social media and mobile phones used by travelling Millennials?
- How do Millennials book their trips?
- What do Millennials want when they travel?
This work was carried out through Osint (Open Source INTelligence) techniques aimed at finding and analyzing useful information for the purposes of the research.
The analysis through open sources consists in the application of analytical methodologies for the collection, processing and analysis of information. The ultimate goal is to transform what is apparently a confused set of unrelated data, facts and news into exploitable knowledge, thus offering a context consistent with the objective of this report.
Some of the Osint sources include:
- Scientific and technical commercial databases;
- Official and unofficial data of institutional bodies;
- Information from professional and academic sources;
- Search engines, used both with Boolean operators and with advanced operators;
- Software for the analysis of the social graph;
- Software for the analysis of metadata and geolocation;
- Social network;
- Domain intelligence tools;
- Network analysis;
- Newspapers and magazines, institutional publications.
Given the consistency of the information to be analyzed, it is to be stressed that the analysis may present limited cases of inaccuracies.
The base year for data collection was 2019, due to the extraordinary impact of Covid-19 on the tourism and travel industry. However, for completeness, some of the trends that have arisen during the the pandemic are also reported.
Key facts and statistics
Millennials are the largest generation to date, making up 31.5% of the global population ( 7.7 billion people). Amazingly, this generation has an estimated $200 billion of spending power, making them an ideal demographic group for travel companies.
Essential Millennials Travel Statistics 2020/2021
- Travel experiences are shared on social media by 97% of millennials.
- 33% of millennials post on social media at least once a day.
- In recent years, millennials spent $200 billion on travel in total.
- In average, $5,000+ each is spent by 33% of millennials for vacations.
- 87% of millennials indicate that Facebook inspired their booking choices and 50%+ indicate that Pinterest and Twitter influences their decisions.
- 86% of millennials chose experiencing a new culture, 44% chose partying and 28% shopping.
- 82% of millennials travelled in the past years, compared with 75% of other generations.
- 74% of them use smartphones for travel research.
- 65% of millennials book their travel with a smartphone.
- 69% of millennials take weekend trips while only 13% of other generations travel over the weekend.
- Millennial’s average trip is 6.2 days, while 6.6 days for Gen Z, 6.4 days for Gen X, and 7.8 days for Boomers.
- Solo travel is appreciated by 58% of millennials and 26% have done so.
- 44% of millennials have travelled with children.
- 62% of them have travelled with children under five years old.
Post Covid trends
Millennials travel extensively, even in times of pandemics. Most millennials, as many as 57% of the demographic group, feel positive about traveling even during Covid-19. When they do so, millennials tend to follow the prevention guidelines of the institutions: in fact 55% of them travel with safety supplies such as masks, disinfectants, and sanitizers, on the contrary only 35% of Boomers do so.
- Millennials from Brazil, China, and Mexico were more impacted by cancelled trips due to COVID-19.
- 43% of Millennials feel uncertain about travelling over the next 12 months, while 57% feel positive about it.
- 55% of millennials travel with safety supplies such as masks, disinfectants, and sanitizers; on the contrary, only 35% of Boomers do it.
- 56% of millennials strictly follow WHO guidelines on cleaning and hygiene, against the 39% of boomers who follow them.
- 53% of Millennials rely on news and media for travelling more than any other generation.
- In 2020, over 40% of the travel industry revenues were from millennials.
- During the years of the pandemic, 42% of millennials went for leisure trips: 36% of leisure trips were for change of scenery, 33% were done to see Family and Friends and 31% were made to move from an unpleasant weather.
- Millennials took more leisure trips than other generations during the pandemic and were most driven by a change of scenery.
- Business travel might not ever return to its pre-pandemic level, but personal travel by remote workers might make up for the loss.
- This means that Millennials will be the leaders in re-igniting the travel industry.
- In the spring of 2021, millennials were 80% more likely than baby boomers and 13% more likely than GenX to travel.
- In the summer of 2021, millennials were 36% more likely than Baby Boomers and 12% more likely than Gen-Xers to travel.
- In the fall of 2021, the numbers revealed that Millennials will be 15% more likely to travel than Baby Boomers and a staggering 50% more likely than GenX to travel.
- In the winter of 2021, 88% of Millennials are more likely than both baby boomers and GenX to travel.
How much do Millennials spend on travel?
According to various sources, the millennials traveling are 200 million a year and total spending is $ 200 billion annually against the 156 billion of Boomers. On the contrary, however, they take shorter holidays and spend a little less than their parents.
- According to Copyrise, 200 million of tourists globally are millennials.
- The total spending of Millennials on travel accounts is $200 billion annually against the $156 billion of Boomers.
- 33% plan a spending budget of $5000+ on their vacations.
- 72% of millennials want to spend on travel experiences rather than physical possessions next year.
- The volume of trips will increase by 55% of millennials next year.
- Millennials on average spent $1,373 on summer vacations, excluding airfare.
- 46% of millennials spend on business flights, compared to GenX 34%, Boomers 16%, Silent 1%.
- Millennials are the most likely age group to take debt for travel.
How often do Millennials travel and what type of trips do they take?
Generally millennials like to travel with friends. In fact 40% of their trips are between friends and they are also willing to travel at the last minute: 49% of them have used this formula in recent years.
- 5.6 trips annually are taken by millennials each year, while only 4.4 per year for Gen Z, 4.0 per year for Gen X, and 3.5 per year for Baby Boomers.
- According to Expedia, Millennials travel 35 days per year, compared to 26 days for Generation X, 27 days for Baby Boomers and 29 days for Generation Z.
- City Breaks–short, especially the weekend city vacations, increased by 82% since 2004.
- Today, 22% of all global holidays are city break vacations for millennials.
- 40%+ of millennials plan on visiting a beach resort within the next year.
- 38% of millennials are planning a city break in a metropolitan city within the next year.
- US Millennials’ favorite travel destinations are typically 79% domestic.
- 33% of US millennials are planning international vacations in the next two years.
- 51% of US millennials expect to travel to both domestic and international destinations
- 42% of millennials plan to only travel domestic, and 7% international only.
- 79% of US millennial travel was domestic only in the US
- In two years, 33% are planning international trips.
- 26% of millennials have solo traveled, while 58% stated they would do it.
- 27% of millennials women would consider solo travel, while 26% of millennial women have done it.
- A holiday with friends will be taken by 40% of millennials travelers.
- Millennials love to travel with friends: 58% of them favor travelling with friends, compared to other generations at 38%.
- 69% of millennials regret not taking a last minute trip, while 49% regularly take last-minute trips.
Where and how do Millennials travel?
The favorite destinations of millennials in recent years have been Lisbon, Portugal, Ubud, Bali, Indonesia and Cinque Terre, Italy.
- The contactless model is a trend towards online travel planning that has increased a lot in the recent years.
- Millennials are searching websites for pictures and customer reviews before selecting their perfect destination.
- According to mutravel.com, the best destinations for millennials are:
- Lisbon, Portugal
- Ubud, Bali, Indonesia
- Cinque Terre, Italy
- Utah National Parks, USA
- Luberon, France
- Apulia, Italy
- Riga, Latvia
- Bagan, Myanmar
- Carmel-by-the-Sea, California
- Seville, Spain
- Petra, Jordan
- San Diego, California
- Hokkaido, Japan
- Cusco, Peru
- White Mountains, New Hampshire
- Ljubljana, Slovenia
- Occitanie, France
- Cluj-Napoca, Romania
- Patagonia, Chile & Argentina
- Arenal, Costa Rica
- Sri Lanka
- Merida, Mexico
- St-Barths, French West Indies
- Guilin, China
- Chiang Mai, Thailand
- Salvador da Bahia, Brazil
- Wine Region South Africa
- Charlevoix, Quebec, Canada
- Palawan, Philippines
- Zanzibar, Tanzania
- Apps for airlines, maps, social media and weather are used by 90% of millennials when traveling.
- Sustainable decisions are 55% more likely for travelers compared with last year.
- Eco-friendly accommodation when traveling are preferred by 73% of global travelers next year.
- 70% of travelers would be more inclined to book accommodation if it was eco-friendly.
- Over 60% would consider a last-minute impulse trip based on a hotel or flight deal.
Why do Millennials travel?
Millennials travel to discover new cultures and learn something historical and profound. They prefer experiences when traveling, but many of them are saving up for some dream vacation in the future.
- Before the pandemic, 55% go to relax from ordinary life, 50% take trips to visit people, 45% to spend time with family, and 34% travel for a romantic getaway.
- The most vital part of the entire trip for millennials is to find authentic culture for 60% of them.
- Learning something is the most vital part for 78% of them.
- Millennials are 13% more likely to look for historical and cultural destinations than the other generations.
- Millennials are 2x more likely to do something for excitement than the other generations.
- 62% are likely to lengthen their business trips in the pursuit of culture.
- There was a decline from 50% to 25% in the itinerary creation through online travel agents because millennials book by themselves.
- 23% of young millennials travel to know other people.
- 34% of them want to experience more from their life.
- 25% of families composed of millennials are planning to go international with their vacations.
- 66% of millennials are saving and setting a dream holiday in their future.
How are social media and mobile phones used by travelling Millennials?
As expected, millennials often share their travels on social media with an average of 2/3 posts per day. Many of them also seek inspiration from travel influencers and travel bloggers.
- Millennials are sharing everything on social media, in fact 97% share 2/3 posts once a day while away.
- They also confess (40%) that they want to create an idealized version of themselves by sharing these pictures while travelling.
- Millennials take friends’ recommendations on destinations (47%) and book their trip considering those advice.
- 84% of millennials take recommendations from travel influencers, books and user generated contents in general.
- Travel apps are installed in 75% of millennials’ smartphones and in 47% of other generations’.
- When talking about OTAs, 86% of them are disappointed by the experience they provide on a mobile device.
How do Millennials book their trips?
As an internet generation, 57% of them prefer online travel agents, while 36% of hotel websites, and 32% directly on airline sites.
61% of them state that they research thoroughly information on places to visit and on accommodation reviews before booking. More and more often, they book completely on their own. Even if they love adventure, 35% of millennials seek premium accommodation and subscribe to the loyalty program.
- 57% of them prefer online travel agents, while 36% of hotel websites, and 32% directly on airline sites.
- They usually (61%) research for agents, travel providers, and opinion sites in the pre-booking phase.
- 50% of them is relying strongly on social networks, friends and family during the booking research phase.
- Millennials check more than one website (85%) before booking their vacations.
- millennials prefer OTAs with user friendly design and security over price.
- OTAs are perceived as less safe than direct booking by 13% of millennials.
- 52% use review websites and travel forums, to validate and check for various options.
- 58% of millennials are seeking hotels with full service.
- Only 11% of them want to book through Airbnb or any other owner direct service.
- Millennials are seeking (35%) for premium hotels and resorts for a luxury experience.
- 20% of millennials admit that the social media presence of hotels and accommodations influence their bookings.
- An overwhelming 41% have a loyalty program.
- 68% of millennials are looking for the best offer reward while booking their holidays.
- Millennials (75%) stuck with their hotel brand even if loyalty schemes expired.
- 66% of bookings are made through mobile apps and 34% were made with OTAs.
- When asked for preferences, 80% said they like mobile booking to get the information they require.
- 48-hour is the window within which millennials (72%) start looking for information till booking.
What do Millennials want when they travel?
Millennials split their vacation expenses and review places they’ve been through their smartphones. Process automation is viewed positively by 36% of them, such as automatic check-ins.
- Millennials want to share booking prices with other travelers. 68% of them want a service to do so.
- 50% of millennials rate customer service via app/instant message instead of face-to-face.
- 66% want to use a service that advises users based firstly on personality and only later, based on budget.
- 57% would disclose personal data if the service provided personalized holidays, tips, and advice. 16% would disclose personal data in exchange for discounts.
- 60% plan to purchase extras to upgrade their experience.
- automated check-ins were approved by 36% of millennials, compared to 19% from other generations
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