Millennials will likely have more of an impact on travel and tourism than any other generational group, according to a new report from Resonance Consultancy. The report—the “Future of U.S. Millennial Travel”—studied the travel habits and preferences of Millennials, a generation that values experiences over material possessions.
The study is based on a March 2017 online survey of 1,548 U.S. Millennial travelers. The respondents were between 20 and 37 years old, had an annual income of $35,000 or more and had taken an overnight vacation at least 75 miles from home during the prior year.
Millennials’ travel behaviors hold particular importance for travel and tourism, given MMGY Global’s estimate that 10 percent of U.S. Millennials plan to travel increasingly more in the future.
Here are some other additional findings from Resonance Consultancy’s “Future of U.S. Millennial Travel” report.
Urban Destinations. The rise in popularity of urban destinations was another significant finding in the study, which said that in the next two years, Millennials are nearly as likely to visit a major metropolitan city, 38 percent, as they are to visit a beach resort, 40 percent.
“The fact that beach vacations—that synonym for ‘getting away from it all’ for decades among tourism and travel consumers—are essentially neck and neck with urban centers, is a sea change the likes of which the industry has never experienced,” the study said.
“Cities have been rising in popularity for leisure travelers of all ages, and travelers are no longer just visiting a city once and checking it off their list,” Fair said. “Travel agents need to not only be knowledgeable about a city in general but the character and experiences of different neighborhoods within it, in order to provide meaningful advice and recommendations to these frequent city travelers,” he added.
—Luxury. While other generational groups may view travel as a luxury, Millennials see it more as a necessity. A third of Millennials said they’re likely to visit a foreign country in the next 24 months.
—Solo Travel. Millennials are not averse to traveling solo; in fact, 25 percent of those polled said they like traveling alone.
—Social Media. 24 percent of Millennials consider family and friends’ social media postings to be extremely important in their choice of a vacation destination. However, a similar percentage, 22 percent, continue to read magazine and newspaper articles to make those decisions.