Millennial and Gen Z Traveler Survey 2019...first Millennials were born in the early 1980s (meaning they are in their late 30s today). The end of the generation —when it transitioned

Millennial and Gen Z Traveler Survey 2019: A Multi-Country Comparison Report

Skift Research

Meghan Carty, Research Analyst

Research.Skift.com

https://research.skift.com/

Report OverviewSkift Research presents the first ever edition of our Millennial and Gen Z Traveler Survey. As these generational groups continue to grow in population share and spending power, it’s becoming paramount for travel brands to understand these cohorts as unique groups, both from each other and from the generations that have come before them. Understanding their habits, preferences, and values is key to attracting them as customers.

Making global claims about generational cohorts, however, risks painting the picture with too broad a brush. The terms “Millennial” and “Gen Z” themselves are predominantly a “western” way of defining generations. Additionally, country and cultural differences often have a larger bearing on behavior and values than generation does. To fully understand these age groups from a global perspective, it’s imperative to compare them side by side across countries at various developmental stages — economically and culturally. For this reason, our online survey collected responses from travelers aged 16 to 38 who reside in five major travel markets around the world: The United States, the United Kingdom, Australia, China, and India.

This data-intensive report presents and analyzes the findings of the surveys from each country. We compare the five countries to one another overall (Millennials + Gen Z) in order to spotlight larger regional trends. We then take a deeper dive into each of the countries one by one, slicing highlights from the data by four finer-tuned age groups: Young Gen Z (16–18 year olds), Old Gen Z (19–22), Young Millennials (23–30), and Old Millennials (31–38). The report ends with a look at a few key areas where these four age groups differ from one another the most across the five countries, highlighting where generational cohort differences are consistent and inconsistent across the globe.

1

Survey Methodology

Skift Research’s Millennial and Gen Z Traveler Survey 2019 collected responses from respondents ages 16–38 who reside in five countries around the world. Around 1,000 responses each were collected from the U.S. (1,046), China (1,143), and India (1,015), due to the larger size of these markets, and around 500 each were collected from the UK (509) and Australia (523).

To qualify, respondents had to indicate that they had taken at least one leisure trip in the last 12 months. For this project, a leisure trip is defined as at least one night’s paid stay 50 miles or more from home. They also had to indicate their current age as 16 to 38 years old. For all countries, our final responses came from approximately 30% Gen Z (16–22) and 70% Millennials (23–38).

All surveys except for China were fielded in English to English-speaking respondents, and currencies and other items were localized accordingly. The China survey was translated into simplified Chinese. The surveys were fielded by a trusted third-party consumer panel provider.

2

Defining Millennials and Gen ZThe first order of business is to define the Millennial generation.

The Millennial generation follows Generation X in the line of generational cohorts. There is some debate about when exactly Generation X transitioned to the Millennial generation, and it is even more unclear when this generation came to an end. By and large, however, most researchers and culture experts agree that the first Millennials were born in the early 1980s (meaning they are in their late 30s today). The end of the generation — when it transitioned to Generation Z (Gen Z) — is placed anywhere from the mid-1990s to the early 2000s, making the

youngest Millennials about 19 to 24 years old today. We discuss our own definitions below.

There are many ways that Millennials are stereotyped (most of which stem from western perceptions), but the thing that truly defines the generation is the fact that members of this cohort came of age during the “digital age,” and therefore have developed a reliance on technology that no generation before them had.

That brings us to Generation Z. As mentioned above, there’s wide debate about when the Millennial generation gave way

to Gen Z. Upon consulting numerous sources, such as thePew Research Center, as well as our own survey data, Skift Research places this transition time in the late 1990s, meaning the oldest members of Gen Z are currently 22 to 23 years old. Whereas Millennials are tied together by their coming of age in technology’s boom time, Gen Z is defined by the fact that they have been surrounded by technology, like mobile phones and social media, from a very young age, if not their entire lives.

As for when this generation will end, that’s still to be determined. It will take time to see how its members mature,

develop their own values and behaviors, and to see when thecultural context will have changed enough to declare the beginning of the next generation, which requires some hindsight.

For the purposes of this report, we focus our analysis of Gen Z on 16- to 22-year-olds, as they are old enough to have part-time jobs in most places, so they have probably made decisions about how to spend money. They are also old enough to have made decisions related to travel, or at least have had a say in these decisions.

No matter how they’re defined, it’s important to pay attention

3

https://www.pewresearch.org/fact-tank/2018/04/11/millennials-largest-generation-us-labor-force/ft_18-04-02_generationsdefined2017_working-age/

to these generational cohorts as they continue to grow in influence.

Millennials have already surpassed older generations in most markets in terms of their population size and their spending power is continuously increasing. In the U.S. for example, they became the largest generation in the country’s workforce back in 2017, according to the Pew Research Center.

Gen Z is not far behind, and in fact may outpace the influence of Millennials at some point in the not-too-distant future.

According to an analysis of United Nations data by Bloomberg, Gen Z will surpass Millennials in terms of global population share sometime in 2019, using 2000/2001 as the

generational split. Gen Z is expected to reach 32% of theglobal population of 7.7 billion before this year is out. This puts it just ahead of the Millennial population, which will make up 31.5% of the global population at the time.

It’s important to keep in mind that generational cohorts are useful only to define broad trends, but not to define individuals. It’s crucial not to oversimplify or to think of trends as hard-and-fast rules. For example, the youngest Millennials likely have more in common with older Gen Zs than they do with the oldest Millennials. To add some nuance to our analysis, we followed the lead of many other researchers and have broken our generational cohorts into four smaller groups among which certain characteristics are likely to be shared:

1) Young Gen Z (16–18 y/o): Likely to still live with parents/guardians, be in high school, with the possibility of working a part-time job. Most travel is with immediate family (parents and/or siblings) or possibly with friends.

2) Old Gen Z (19–22): Likely to be living away from parents/guardians, pursuing higher education, and/or working more often, up to full-time hours. Most travel is with immediate family, friends, and possibly with significant others.

3) Young Millennials (23–30): Likely post-college/university, working full-time jobs, and may be starting families. Travel companions begin to shift toward significant others, spouses, and children, as they reach different life milestones.

4) Old Millennials (31–38): Majority are married, have children, and work full-time jobs. Most travel is with their own significant others/spouses and their own kids.

Members of Gen Z (and even some Millennials) are still quite young, and so are still developing their own values, habits, beliefs, and financial independence. Even so, researchers and culture experts have identified some ways that this generation is already showing differences compared to its older peers, especially in western markets.

In an article by American Express, Jeff Fromm, president of FutureCast, a marketing communications company, and co-author of Marketing to Gen Z, explained: “Generation Z consists of 'old souls in young bodies' in many areas …

4

https://www.bloomberg.com/news/articles/2018-08-20/gen-z-to-outnumber-millennials-within-a-year-demographic-trends

https://www.americanexpress.com/en-us/business/trends-and-insights/articles/generation-z-who-are-they-and-how-can-you-attract-them-to-your-business/

http://thefuturecast.com/

Members of this generation are digital, social, and mobile to the core, but embrace more traditional values around hard work and saving for the future.”

There are also many other factors at play that are likely to impact an individual’s behavior and values just as much as, or more than, their generational cohort, especially when it comes to travel, which we know is strongly tied to socio-economic status and country of residence. This is why we made the decision to survey members the Millennial and Gen Z generations in five major travel markets: the U.S., the UK, Australia, India, and China.

On the cultural side, as market research company Ipsos MORI noted about its 2017 reportMillennial Myths and Realities, “One of the most important

conclusions from this review is that we should take a ‘culture before cohort’ approach: the differences between countries (outside a tight-knit group of U.S., UK, and similar Western democracies — but also often even within these) generally dwarf the differences between cohorts.”

It notes how different the contexts of Millennials’ lives around the world have been from their formative years and into their adulthood.

Consider the impacts of the 2008 financial crisis and how different economies were impacted. Economic activity in the U.S. and UK contracted sharply, instilling those cohorts with a sense of financial conservatism. Whereas in China, India, and Australia growth simply slowed down, but GDP did not shrink,

perhaps giving some in these generations greater financial optimism.

We have already seen how these contexts are playing out in the travel industry, with the domestic and outbound travel markets booming in countries like China. And our survey findings confirm some traits that we’ve already known and reveal some that we have yet to have clarity around.

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https://www.ipsos.com/ipsos-mori/en-uk/millennial-myths-and-realities

Key Takeaways• Millennial and Gen Z travelers from China and India stand out in many ways from their peers in the U.S., UK, and

Australia.‣ They are more avid travelers, less budget conscious, and take on more of a role in planning their leisure trips.‣ They care more about the environment and having unique travel experiences. They are also incredibly mobile

dependent along their journey compared to their “western” peers.‣ They are more likely to have taken certain types of trips, like cruise and wellness trips.

• In other ways, Millennial and Gen Z travelers show consistencies across countries.‣ For example, they all prioritize experiences. When traveling, they especially prioritize those related to food and

dining.

• When it comes to looking at Millennials compared to Gen Zs, the trends are easiest to spot when looking within countries, although some consistencies are visible between countries as well.‣ In China and India, for example, Young and Old Millennials tend to have more in common with one another

than they do with either Gen Z group. This isn’t always the case in the other countries, however. In Australia for example, Old Gen Zs and Young Millennials show more similarities with each other.

• In each country, it is clear that Gen Zs are developing their own online behaviors. They prefer different social media platforms from their older peers and are indicating a more mobile-first mindset, especially in China and India.

• Gen Zs, especially the youngest of the generation, have yet to come into their own as travelers. They are less likely to have gone on certain types of trips, like wellness trips, or participated in certain travel activities, like adventure experiences, compared to Millennials. It will take time to see whether these differences are truly based on different preferences or values, or if they simply haven’t had the time or opportunity to have had as diverse travel experiences as their older peers have.

6

Country ComparisonContents:

• Leisure Travel Frequency

• Destination Selection• Trip Planning• Booking Behavior

• Spending• Loyalty

• Advertising + Media• Online Behavior• Ethical Values

• Types of Trips• Travel Activities

• Accommodations• Sharing Economy Use• Business Travel

7

Leisure Travel Frequency• Number of Leisure Trips

• Domestic vs. International Leisure Trips

• Length of International Leisure Trips

8

Number of Leisure Trips:Millennial and Gen Z travelers from China and India are avid travelers compared to their peers in other markets.

63%

37%

59%

41%

61%

39%40%

60%

48%52%

1 to 2 3 or more

U.S. UK Australia China India

How many leisure trips have you taken in the last 12 months?

U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 9

Of those leisure trips you’ve taken in the last 12 months, how many were domestic versus international?

68%

19%

8%5%

30% 31%

22%

17%

46%

25%

15% 14%

31%

52%

16%

2%

49%

31%

15%

5%

All of them weredomestic trips

Most of them weredomestic trips

Most wereinternational trips

All wereinternational trips


Domestic vs. International Leisure Trips:Those in the U.S. are heavy domestic travelers, while those in the UK travel internationally more often.


39%

28%

56%51%

75%

67%

33%

21%

28%21%

… took only international leisure trips in the past year

… took both international and domestic leisure trips in the past year


Length of International Leisure Trips:Australia stands out for the long average length of international trips Millennials and Gen Zs go on, followed by the UK.

U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015

International leisure trips in the past year that lasted 7 or more nights on average among those who ...

11

Destination Selection• Preference for New or Repeat Destinations

• Most Important Destination Characteristics

• Motivators to Travel

• Destinations Most Want to Visit Next

12

For your next trip, would you prefer to travel to a new destination or a destination you’ve already been to?

% Prefer to go to a new destination:

89% 86% 86%

99%95%


Preference for New or Repeat Destinations:The preference for traveling to a new destination rather than a repeat destination is high among all countries, but especially in China and India.


42% 48%34%

21%33% 33%

25%

8% 12% 10%17%

1%

What are the most important considerations for you when deciding on a vacation destination? Please select up to 3 of your top considerations.

Interesting guided tours

available

Climate / Weather

Adventure / recreation

experiencesShopping

Restaurants / Local food offerings

Safety Value for the money

Surrounding nature Nightlife

U.S.

UK

Australia

China

India

Arts and cultural

experiences

Quality of places to

stay in area

I’ve never had a role in

selecting a vacation

destination

38% 44%

22% 16%

37% 39% 37%

5% 8% 14% 18%3%

U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 Note: “Other” was also given as an option, but received fewer than 2% in each market, so is not shown here.

35% 35%23%

14%

46% 48%

25%

5% 10% 13%23%

2%

32%42%

25%17%

35%48%

34%

5% 8% 12%23%

3%

58% 54%63%

16% 18% 20%13%

3% 3%

33%

14%1%

Most Important Destination Characteristics:Chinese Millennial/Gen Z travelers are particularly interested in nature, local food, and arts and cultural experiences relative to other countries. The importance of shopping and nightlife is very low across all countries.

14

What usually motivates you to travel? Please select up to 3 of your top motivations.

Getting away from home and/or my

normal routine

Rest andrelaxation

Sightseeing/visiting cultural

or natural attractions

The chance to do certain activities

you don’t normally do at

home

Learning about different

cultures/places

Getting to try new

foods/drinks

Exploring nature

Getting to meet new

people

I usually travel b/c someone else plans it

and invites me

Other (please specify)

U.S.30% 26%

11%

37%48%

22%45% 52%

8% 1%

28% 25%13%

28%

52%

21%42%

52%

8% 1%

UK

30% 23% 14%33%

54%

27%45% 51%

6% 1%

Australia

57%43%

10% 15%

60%

27%

57%

15%5% 0.1%

China

43%27% 24% 26%

40% 49%38% 29%

8% 0.3%

India

Motivators to Travel:Exploring nature is an especially important motivator for Millennial/Gen Z travelers from India, while getting to try new foods and drinks is for those from China.


Destinations Most Want to Visit Next:The international destinations Millennial/Gen Z most want to visit next run the gamut, from those in the same region, to those further away from their home country.

Top 3 countries Millennial/Gen Z most want to visit for their next international leisure trip:

1. The Bahamas – 9%

2. Australia – 6%

3. Italy – 5%

U.S.

1. United States – 10%

2. Spain – 7%

3. Greece – 5%

UK

1. Japan – 11%


3. New Zealand – 7%

Australia

1. Japan – 14%

2. France – 12%

3. Australia – 10%

China

1. Australia – 14%


3. Canada – 10%

India


Trip Planning• Sources of Travel Inspiration

• Planning Responsibility

• Planning Duration

• Top Trip Planning Websites

• Importance of Unique and Social-Media Ready Destinations

• Device Use17

Sources of Travel Inspiration:Friends and family are a major travel inspiration across countries, while travel TV shows play an outsized role in China, and social media in India.

Which of the following, if any, inspires you to travel the most? Select up to 2 of your top inspirations.

64%

33%

26%

16%13%

9%

3%

57%

30% 30%

17%

11% 12%

2%

60%

39%

30%

15%12% 10%

3%

54%

62%

30%

14%

27%

1% 1%

51%

42%39%

24%26%

3%1%

Friends and/or family Travel-related TVshows,

documentaries,and/or movies

Travel related socialmedia accounts

(other thaninfluencers)

Celebrities and/orsocial mediainfluencers

Travel-relatedmagazines

None of these Other (please specify)



Planning Responsibility:Those in China and India are more likely to be the primary travel planners for the trips they take, but even in the other markets, large majorities have at least some role in planning.

For a typical leisure trip, how much responsibility do you have in planning the trip?

50%

40%

9%

51%

44%

5%

50%

42%

8%

72%

26%

3%

65%

32%

4%

I am the primary planner I share this responsibility withsomeone else

Someone else usually plans tripsI go on



Planning Duration:Millennials/Gen Z in China are more likely to plan trips in a shorter time frame, while 3–6 months is most common among the other countries.

How long before a vacation do you normally begin planning it?

26%

47%

22%

6%

26%

51%

18%

4%

28%

47%

18%

6%

2%

21%

54%

23%

14%

35%

31%

20%

More than 6 months before 3–6 months before 1–2 months before Less than 1 month before



Which of the following websites have you used to plan leisure trips in the past? Select all that you've used before.

1. Google – 52%

2. TripAdvisor – 43%

3. Expedia – 39%

U.S.

1. TripAdvisor– 59%

2. Booking.com – 51%

3. Google – 44%

UK

1. TripAdvisor – 59%

2. Google – 55%

3. Booking.com – 48%

Australia

1. Ctrip – 78%

2. Qunar – 56%

3. Mafengwo – 29%

China

1. Google – 73%

2. TripAdvisor– 48%

3. Facebook – 44%

India

Top Trip Planning Websites:Google is a top vacation planning site in all markets but China (where it’s banned). There, Ctrip dominates this part of the traveler journey.


I look for travel experiences my friends and family may not have thought of.(% Agree + Strongly Agree)

70%67%

62%

90%

81%


46% 45% 44%

75% 77%


When planning a vacation, how much do you consider a destination’s “Instagram-worthiness,” or how appealing your social media posts about your vacation will be to your friends and/or followers?

(% It’s a top consideration + I think about, but it’s not a top consideration)

Importance of Unique and Social-Media Ready Destinations:Planning unique leisure trips that will be well-liked by social media followers is most important to Millennial/Gen Z travelers in China and India.


What device(s) do you use when researching and planning your trip?

Device Use:Millennial/Gen Z travelers from China and India are highly mobile-first. 71% of those in China and 67% of those in India research/plan trips using only or mostly their smartphone.


20%

33%

17%

28%

1% 0%

23%

27%

21%

27%

1% 1%

19%

31%

16%

32%

2%1%

10%

61%

5%

24%

0% 0%

35%32%

16% 16%

1% 0%

Smartphone only Mostlysmartphone

Laptop/desktopcomputer only

Mostly laptop/desktopcomputer

I have neverused the internet to

research or plan travel

Other(please specify)


Booking Behavior• Air Travel Booking Methods

• Air Travel Booking Device

• Accommodation Booking Methods

• Accommodation Booking Device

• In-Destination vs. At-Home Activity Planning

• Activity Booking Methods From Home

• Activity Booking Methods From Home and/or In-Destination

• Activity Booking Methods In-Destination

• Activity Booking Device

• App vs. Browser for Mobile Bookings

• Travel Agent Use

• Comfort With Booking Via Voice Assistants

• Interest in Booking Via Voice Assistants24

How do you typically book your air travel?

33% 31%

7% 7%

12%

6% 4%

26%29%

6%

18%

11%7%

1%

22%

38%

5%

17%

11%6%

1%

74%

11%

4% 2% 4% 5%0%

29%26%

14% 13%8% 9%

2%

Third-party websites(such as Expedia,

Priceline, Kayak, etc.)

Directly on the airline’s website

Over the phone withthe airline directly

Through a travelagent

Someone else usuallybooks it

Third-party websitesas part of a package



Air Travel Booking Methods:Most markets are split between using third-party sites and booking directly to book air travel, but China is dominated by third-party sites.


What device do you most often use when booking your air travel online?(Among those who typically book air travel digitally)

Air Travel Booking Device:China and India’s mobile-centricity is evident here as well. 84% of those in China and 64% of those in India use mostly or only their smartphone to book air travel.


15%

31%28%

22%

4%

13%

27%

38%

21%

1%

15%

29% 30%

25%

1%

12%

72%

4%

13%

0%

25%

39%

21%

14%

1%

Smartphone only Mostlysmartphone

Laptop/desktop computeronly




How do you typically book your vacation accommodations?

33%

27%

7%9%

15%

1%

31%

23%

7%

16%

6%

17%

1%

31%28%

8%

14%

7%11%

1%

69%

9%4% 2% 1%

14%

0%

26%

20%15% 14%

4%

21%

0%

Third-party websites(such as Expedia,

Priceline, Kayak, etc.)

Directly on the accommodation

provider’s website

Over the phone withthe accommodation

provider directly

Through a travelagent

Someone else usuallybooks it

Third-party websitesas part of a package



Accommodation Booking Methods:China is once again dominated by third-party sites to book accommodations, while the others are split between that method and direct booking online.


What device do you most often use when booking your vacation accommodations online?(Among those who typically book them digitally)

U.S. N=784, UK N=357, Australia N=364, China N=1059, India N=677 Note: “Other” was also given as an option, but responses were less than .5%, so has been omitted.

Accommodation Booking Device:As with air travel booking device, China is overwhelmed by accommodation bookings made mostly on smartphone, while India continues to show mobile centricity.

28

17%

31%27%

24%

16%

31% 30%

22%

13%

35%

23%

29%

12%

72%

3%

13%

21%

43%

20%16%

Smartphone only Mostly smartphone Laptop/desktop computer only Mostly laptop/desktopcomputer


Do you usually plan all of your vacation activities before leaving home, or do you plan things while you’re in the destination?

36%

6%

56%

2%

31%

7%

58%

4%

37%

4%

57%

2%

42%

1%

56%

0%

58%

4%

36%

2%

I usually plan everything beforeleaving home

I plan everything once I am in thedestination

I plan some things beforeleaving home and some

things while in the destination

I’ve never planned vacation activities


In-Destination vs. At-Home Activity Planning:Millennial/Gen Z travelers from India are more likely to plan all activities before leaving home, while the other markets show a shared behavior of planning some before and some during vacation.


How do you typically book vacation activities before leaving for your trip?(Among those who usually book all activities before leaving home)

65%

24%

9%

2%

70%

26%

3%1%

69%

26%

5%1%

30%

64%

5%1%

65%

23%

11%

0%

Directly through the website ofthe operator of the tour or

activity

Third-party website Over the phone from theoperator of the tour or activity



Activity Booking Methods From Home:When it comes to booking before a trip, all countries but China typically book travel activities directly online with the operator. China overwhelmingly prefers to use third-party websites.


43%

22%

17%

8% 6%

2% 2%

34%

27%

20%

6%9%

4%1%

41%

19% 18%

8% 8%5%

1%

21%

57%

6% 5%8%

0% 1%

34%

28%

16%12%

7%

2% 1%

Directly through thewebsite of the operator

of the tour or activity

Third-party website In person from theoperator in the

destination

Over the phone fromthe operator of the

tour or activity

In person from athird-party

seller/discounterin the destination

Through the hotelconcierge



What is your most commonly used method for booking vacation activities?(Among those who usually book some activities before leaving home, and some while in destination)

Activity Booking Methods From Home and/or In-Destination:Among Millennial/Gen Z travelers who book activities both from home and in-destination, China once again shows exceptionally high use of third-party websites.


22%

14%

27%

22%

7% 7%

2%

17%

20%

31%

3%

14% 14%

0%

29%

14%

33%

10%

5%

10%

0%

7%

29% 29%

0%

14%

21%

0%

42%

18%

22%

7%

11%

0% 0%

Directly through thewebsite of the operator

of the tour or activity

Third-party website In person from theoperator in the

destination

Over the phone fromthe operator of the

tour or activity

In person from athird-party

seller/discounterin the destination

Through thehotel concierge



Activity Booking Methods In-Destination:Even when in the destination, Indian Millennial/Gen Z travelers show high use of booking activities directly online, while the U.S. has an outsized preference for phone bookings, and China for booking through third-party sites and the hotel concierge.

How do you typically book vacation activities while you're in the destination?(Among those who usually book all activities once in the destination)


Activity Booking Device:Yet again, China shows exceptionally high levels of bookings made mostly through smartphone, and India a relatively high proportion of smartphone only activity bookings.

What device do you usually use to book vacation activities?


24%

29%

22%24%

1%

28%

24% 25% 23%

0%

25%23% 24%

27%

1%

17%

67%

3%

13%

0%

37%34%

16%13%

0%

Smartphone only Mostly smartphone Laptop/desktop computeronly




48%

19%22%

11%

44%

23% 24%

10%

45%

22% 24%

9%9%

75%

15%

1%

37%

30% 30%

3%

Usually mobile browser Usually apps I’ve downloaded I use both fairly equally I've never booked any part of avacation on a smartphone


App vs. Browser for Mobile Bookings:All markets show a tendency to use a mobile browser to book via mobile, except for China, which is dominated by app use instead.

When you book parts of a vacation on a smartphone, do you usually use a mobile internet browser or do you use apps that you’ve downloaded?


Travel Agent Use:More than half of Millennial/Gen Z travelers have used a traditional travel agent to book travel in the past, except in the U.S. China and India shows especially high use.

34%

51%

59%

80%

68%



Have you ever used the services of a travel agent (not online) to book any part of a trip?(% Yes)

35

Are you comfortable booking any part of a vacation using a voice assistant (i.e., Google Home, Amazon Alexa)?

32%

46%

22%

30%

51%

19%

26%

50%

24%

67%

14%19%

72%

15% 14%

Yes No Not sure


Comfort With Booking Via Voice Assistants:Large majorities of Millennial/Gen Z travelers from China and India say they’d be comfortable booking travel via voice assistants. The other markets are not for the most part.


Would you use a voice assistant to book any part of a trip if it was an option for you? (Excluding those who are not comfortable doing so)

48%

18%

5%

29%

48%

21%

4%

26%

40%

17%

6%

37%

74%

6% 7%13%

70%

13%

7%10%

I would I would not I have booked part of a tripusing a voice assistant before

Not sure


Interest in Booking Via Voice Assistants:Not only are they most comfortable with the idea of the technology, China and India show the highest interest in booking via voice assistants if it was available to them.


Spending• Is Travel a Luxury or a Necessity?

• Budget Consciousness

• Views on Spending Priorities

• Spending Responsibility

• Spending Expectations

• Parts of Travel Most Want to Splurge On

• Actual vs. Preferred Payment Method While Traveling38

Do you consider travel to be a luxury or a necessity?

76%

24%

76%

24%

71%

29%

20%

80%

57%

43%

A luxury A necessity


Is Travel a Luxury or a Necessity?:Millennial/Gen Z travelers in all of the “western” countries are likely to think of travel as a luxury, while India is more split on the matter, and China overwhelmingly views it as a necessity, reflecting the growing appetite for travel in these emerging markets.


I am budget conscious when planning travel.(% Total agree and % Strongly agree)

Budget Consciousness:Across markets, majorities of all Millennial/Gen Z travelers agree that they are budget conscious when planning travel. China has the lowest levels of agreement.


84% 77% 83%

58%76%

47%

34%42%

19%

49%


Agree (Strongly agree + Somewhat Agree)Strongly Agree

Would you rather spend your money on an experience or a physical good?

(% Who prefer experience over physical good)

88%83% 84% 86% 83%


I would rather spend money on travel than on things at home.

(% Strongly agree + Somewhat agree)

64% 63% 60% 60%

75%


Views on Spending Priorities:Overwhelming majorities in all markets agree that they prefer spending on experiences, but fewer agree that the experience type they prefer is travel.


What role do you usually have when it comes to paying for the different parts of your vacations?

48%

41%

11%

48% 46%

6%

51%

41%

7%

73%

25%

2%

69%

26%

5%

I usually pay for allparts of my own vacations

I usually split the costsof vacations with someone else

Someone else usuallypays for my vacations


Spending Responsibility:Large majorities of Millennial/Gen Z travelers from China and India pay for all parts of their trips, while those in the other countries are more likely to split the costs with others.


How do you think your spending on leisure travel will change in the next year compared to the previous year?

45%

35%

15%

4%

42%38%

15%

5%

45%

32%

16%

7%

68%

19%

5%8%

79%

11%6%

4%

It will increase It will stay about the same It will decrease Not sure


Spending Expectations:Travelers from India and China are overall confident that their leisure travel spending will increase in the next year, while those from the other markets are less positive.


When traveling, which of the following parts of your trip are you most likely to want to splurge on? Select up to 2 responses.

1. Food & drink experiences/ dining – 67%

2. Events and/or festivals – 40%

3. Adventure or adrenaline activities – 30%

U.S.1. Food & drink experiences/ dining – 61%



UK



3. Accommodations– 33%

Australia


2. Accommodations – 43%


China1. Food & drink experiences/ dining – 62%



India

Parts of Travel Most Want to Splurge On:Across all countries, food and drink experiences/dining comes out as the part of a trip Millennial/Gen Z travelers are most likely to want to splurge on. Events and festivals are also top choices for all countries but China, which prefers to spend on higher-end accommodations.


How do you usually pay/prefer to pay for purchases when traveling?

U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 Note: Option was also given for “I don’t usually pay for anything when traveling,” which = < 2% in each market, so has been omitted above.

64%

31%

3%

60%

35%

4%

35%

58%

5%

35%

57%

6%

50%

43%

3%

53%

41%

2%

21%

10%

69%

15%

5%

80%

51%

29%

19%

52%

24% 22%

Credit or debit card Cash Mobile phone payment

U.S. - Actual

U.S. - Preferred

UK - Actual

UK - Preferred

Australia - Actual

Australia - Preferred

China - Actual

China - Preferred

India - Actual

India - Preferred

Actual vs. Preferred Payment Method While Traveling:Credit/debit cards are the typical payment method for U.S., Australians, and Indians. Britons are more likely to use cash, which they also prefer. For Chinese, mobile payments dominate, and the preference is even higher, likely due to the lack of mobile payment availability outside of China.

45

Loyalty• Importance of Brand Loyalty

• Loyalty Program Participation

• Most Appealing Types of Rewards Credit Cards

46

Importance of Brand Loyalty:Brand loyalty is especially important to Millennial/Gen Z travelers in China and India, meaning that resonating with a brand is especially important to them.

Staying loyal to brands I like is important to me.(% Strongly agree + Agree)


56%54% 56%

79% 79%


47

Loyalty Program Participation:Millennial/Gen Z travelers from China have high levels of membership in both types of loyalty programs, while those from India are likely to have a rewards credit card, and about half of Australians are members of non-credit card based programs.

40%

32%32%29%

34%

49%

58%

64%66%

44%

Has credit card that givestravel-related rewards

Member of non-credit card,travel loyalty program


Membership in travel-rewards / loyalty programs:


Most Appealing Types of Rewards Credit Cards:Across all five countries, Millennial/Gen Z travelers find rewards credit cards that give general cash back the most appealing, over travel-related ones.

14% 15%

54%

11%

6%

15%17%

46%

13%9%

20%

11%

43%

17%

10%

20% 22%

34%

21%

3%

20%18%

42%

15%

5%

… lets you earn rewards for air travel tickets/upgrades

… lets you earn rewards for hotel stays/upgrades

… gives general cash back for your spending

… lets you earn rewards for buying from a certain brand or retailer (in-store or online)

None of the above



What type of rewards credit card is most appealing to you?One that…

49

Advertising + Media• Openness to Digital Advertising

• Engagement With Travel Social Media Accounts and Influencers

• Places Consulted for Recommendations

• Travel Television Viewership and Influence

50

I am open to sharing some personal information with travel service providers in exchange for more relevant offers or personalized services.

(% Strongly agree + Agree)

Do you use an Internet ad blocker?

(% Yes)

48%

43%40%

66%

51%


54%

63%

51%

63%

70%


Openness to Digital Advertising:Millennial/Gen Z travelers in China have the highest use of Internet ad blockers, but they are also more open to sharing data for personalized offers, along with India and the UK.


Engagement With Travel Social Media Accounts and Influencers:Following travel-related social media accounts or influencers is much more common in China and India. Instagram is a top platform for this, along with Sina Weibo in China.

Do you follow any travel-related accounts or influencers on social media?

(% Yes)

Top 3 platforms Millennial/Gen Z travelers follow travel-related accounts or influencers in each market:

(Among those who answered “Yes” to previous)

46% 46% 48%

87%

75%


1. Instagram – 67%2. Facebook – 44%3. YouTube – 32%

1. Instagram – 72%2. Facebook – 49%3. YouTube – 35%

U.S. -

UK -

CHN -

IND -

AUS -1. Instagram – 80%2. Facebook – 51%3. YouTube – 33%

1. Sina Weibo – 65%2. WeChat – 63%3. Douyin (TikTok) – 49%

1. Facebook – 76%2. Instagram – 75%3. YouTube – 61%

U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 U.S. N=479, UK N=233, Australia N=251, China N=996, India N=765 52

70%

54%

34%

26%

12% 11%

61%

47%

35%

23%

18%

12%

67%

58%

40%

24%

13%10%

65%

48% 49%53%

20%16%

70%

50% 49%

33%

22%24%

Friends and/or family Online reviews Online forums/blogs Your followers/friendson social media

Celebrity / Influencerendorsements

Print or onlinemagazines/newspapers


U.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 Note: Other” was also given as an option, but was selected by less than 2% of respondents in each market so has been omitted above.

Before purchasing a new product or trying a new brand or service, where do you look for recommendations? Select all that apply.

Places Consulted for Recommendations:Despite the hype around influencer marketing, across all five markets, celebrity/influencer endorsements is among the least used source of recommendations for products, brands, or services.

53

How much does watching this type of show affect your travel aspirations, in terms of exposing you to destinations to potentially visit or activities to do while traveling?


Do you watch any travel-related TV shows, at least occasionally? Consider shows on streaming services, as well as any on traditional cable television.

(% Yes)

67%

58%

67%

94%87%


33%

55%

11%

1%

26%

64%

9%

1%

33%

55%

10%

2%

40%

57%

3%0%

66%

30%

3%1%

A great deal A little bit Not really Not at all


Travel Television Viewership and Influence:Majorities in all markets watch travel-related TV shows, but viewership is especially high in China and India. Those in India are highly influenced by this type of show.


Online Behavior• Leaving Online Reviews

• Top Social Media Platforms

55

Have you ever left an online review for a product or service you’ve purchased?

(% Yes)

73% 72% 69%

93%90%


59%

66% 66%

89%

81%


Have you ever left an online review of a travel-related purchase?

(% Yes, among those who answered “yes” to previous)

Leaving Online Reviews:Most Millennial/Gen Z travelers from these countries have left a review for something online, and most of those who have, have done so for a travel purchase, especially in China and India.


Top 3 most used social media platforms:

(% that use site the most – ranked #1)

1. Facebook – 28%

2. Instagram– 19%

3. YouTube– 16%

U.S.1. Facebook – 22%

2. YouTube– 15%

3. Instagram– 14%

UK1. Facebook – 30%

2. Instagram – 22%

3. YouTube – 18%

Australia

1. WeChat – 44%

2. QQ – 13%

3. Weibo – 11%

China1. WhatsApp – 27%

2. YouTube– 19%

3. Instagram– 14%

India

Top Social Media Platforms:The most used social media platforms are shared among the U.S., UK, and Australia. India is unique with WhatsApp on top, and China has its own platforms, dominated by WeChat.


Ethical Values• Importance of Social/Environmental Issues to Travel

Choices

• Participation in Community Service While Traveling

• Importance of Environmental Responsibility vs. Willingness to Pay More for It

58

How important are recent news stories or political issues (human rights abuses, bad environmental record, social issues) in your decisions about whether or not to visit a specific destination?(% Very Important + Somewhat Important)

81%74%

80%

95%91%


Importance of Social/Environmental Issues to Travel Choices:Big majorities of Millennial/Gen Z travelers in all five countries, especially China and India, say it’s important to pay attention to social/environmental issues when picking a destination. Those in the UK indicated the lowest importance.


Participation in Community Service While Traveling:Participating in community service projects while traveling for leisure is not very common in the U.S., UK, and Australia. China and India show nearly double the others’ participation rates.


Have you ever participated in a community service project while traveling for leisure?(% Yes)

25% 26%28%

51% 50%


60

Importance of Environmental Responsibility vs. Willingness to Pay More for It:Choosing environmentally sustainable travel businesses is especially important in China and India, but fewer Millennial/Gen Z travelers in all markets are willing to pay more to use these businesses.

59% 59% 60%

90%

81%

50% 51%46%

78% 76%


It is important to me to choose travel businesses that prioritize environmentally sustainable business practices

(% Very + Somewhat important)

I’m willing to pay higher rates/fares to use a travel service provider who demonstrates environmental responsibility

(% Strongly + Somewhat agree)

-9% -8% -14%

-12%-5%


Types of Trips• Cruise

• Trips for Specific Events or Activities

• Wellness Trips

62

20%22%

20%

52%

46%


Have you gone on a cruise in the past 12 months?

(% Yes)

Cruise:Low proportions of Millennial/Gen Z travelers in the U.S., UK, and Australia have gone on a cruise in the past year, compared to about half of those in China and India.


Trips for Specific Events or Activities:In all five markets, more Millennial/Gen Z travelers have gone on a trip in order to attend a specific event than to partake in a certain activity in the destination. China and India have the highest rates of both.

60%54%52%

41%

58%51%

80%

66%

76%69%

… to attend a specific event in the destination, such as a sporting event or concert.

… to partake in a specific activity in the destination, like

skiing/snowboarding, fishing, etc.


Have you ever planned a vacation with the main purpose being … (% Yes)


Have you taken a wellness trip within the last 12 months?

(% Yes)

23%27% 26%

54%

59%


Wellness Trips:As with the other types of trips in this section, Millennial/Gen Z travelers from China and India are most likely to have taken a wellness trip in the past 12 months.


Travel Activities• Participation in Adventure Travel and Tours and

Activities

• Shopping for Luxury vs. Locally Made Goods

• Importance of Local Experiences

66

Have you participated in the following travel experiences at least one time while on vacation?(% Yes)

64%

73%

64%70%68%

78%76%83%84% 82%

Adventure travel experience Organized tour or activity


Participation in Adventure Travel and Tours and Activities:Millennial/Gen Z travelers from China and India have the highest participation rates in adventure travel, and Australia joins them with high participation in organized tours and activities.


Shopping for Luxury vs. Locally Made Goods:Across all markets, Millennial/Gen Z travelers much prefer shopping for locally made goods while traveling, rather than luxury goods, although buying luxury goods is still very appealing to those in China and India

54%

78%

49%

71%

56%

74%

65%

87%

78%

88%

Luxury goods Locally made goods


How interested are you in shopping for the following types of products while traveling for leisure? (% Very interested + Somewhat interested)


Importance of Local Experiences:Tasting a local food or drink is much more important to Millennial/Gen Z travelers in all markets compared to connecting with local people, especially among those from the U.S. Those in China and India find it highly important to do both.

How important is it for you to do each of the following activities while traveling for leisure? (% Very important + Somewhat important)

46%

78%

56%

74%

60%

76%

87%

95%

85%90%

Connect with locals Taste a food or drink that is aspecialty of the destination/region



Accommodations• Typical Accommodation Spend

• Ranking Hotel Technologies/Features

70

Typical per-night spend on accommodations while traveling for leisure:(In local currency and based on local hotel costs)

8%

4%

7%

17%

23%

30%

11%

Not sure

More than $300

$201–$300

$151–$200

$126–$150

$76–$125

Under $75

Australia:

1%

13%

25%

39%

20%

2%

Not sure

¥600 or more

¥401–¥600

¥201–¥400

¥100–¥200

¥100 or less

China:

4%

4%

9%

14%

25%

31%

13%

Not sure

₹15,000 or more

₹10,000–₹14,999

₹7,000–₹9,999

₹3,000–₹6,999

₹1,000–₹2,999

Under ₹1,000

India:8%

2%

3%

9%

18%

42%

17%

Not sure

£250 or more

£201–£250

£151–£200

£101–£150

£50–£100

Under £50

UK:

8%

2%

3%

12%

23%

39%

14%

Not sure

More than $300

$201–$300

$151–$200

$126–$150

$76–$125

Under $75

U.S:

Typical Accommodation Spend:Across all five countries, most Millennial/Gen Z travelers are judicious about their spending on accommodations, but don’t often go for the cheapest, budget rates.


Rank the following hotel technologies or features based on how much you think they would enhance your experience.(Based on average rankings, 1 = would enhance the most and 5 = would enhance the least)

U.S. UK AUS CHN IND

Co-working spaces in your hotel 4 4 4 1 2

Voice-activated technology (voice assistants) in the room

2 1 3 2 1

Robotic customer service 5 5 5 5 4

Mobile phone operated room access/key 3 2* 2 3 3

Streaming service access in the hotel room (i.e., Netflix or Hulu)

1 2* 1 4 5

* Average ranking tied

Ranking Hotel Technologies/Features:In-room streaming services is ranked highly by those in the U.S., UK, and Australia, but is at the bottom of the list for China and India. For co-working spaces, the opposite trend is seen.

72

Sharing Economy Use• Alternative Accommodation Use

• Ridesharing/Ride-Hailing App Use

73

Alternative Accommodation Use:Millennial/Gen Z travelers from the UK are the least likely to have stayed in a short-term rental in the past, while those in China and India are most likely. Airbnb is highly used in all five countries.

Have you ever stayed at a short-term apartment or home rental while on vacation, through a site like Airbnb, Vrbo, or HomeAway?

(% who have at least once)

67%

55%

65%

91%88%


1. Airbnb – 65%2. Booking.com – 53%3. HomeAway – 19%

1. Airbnb – 69%2. Booking.com – 33%3. HomeAway – 19%

U.S. -

UK -

CHN -

IND -

AUS -1. Airbnb – 71%2. Booking.com– 51%3. HomeAway – 15%

1. Airbnb – 49%2. Tujia – 45%3. Iyoujia – 37%

1. Booking.com – 62%2. Airbnb – 56%3. HomeAway– 61%

Top 3 sites used to book short-term vacation rentals in each market:

(Among those who have stayed in one at least once)


Ridesharing/Ride-Hailing App Use:As with alternative accommodations, Millennial/Gen Z travelers in the UK are least likely to have used a ridesharing service while traveling, while use is especially likely for China and India.

Have you ever used a mobile-based ridesharing/ride-hailing service (like Uber or Lyft) while traveling?(% Yes, at least once)

67%

55%

65%

91%88%

U.S. UK Australia China IndiaU.S. N=1046, UK N=509, Australia N=523, China N=1143, India N=1015 75

Business Travel• Business and Bleisure Travel

76

Do you ever have to travel for work?

(% Yes, excluding full-time students and unemployed)

40%

51%46%

81% 83%


69% 66% 67%

80% 80%


Have you ever added leisure travel time to a work trip?

(% Yes, among those who have traveled for work)

Business and Bleisure Travel:Business travel is a reality for at least 40% of working Millennial/Gen Z travelers in all markets, with the highest proportions in China and India. Many have turned business travel to “bleisure” travel at some point.


Age Comparison by CountryContents: 1. U.S.

• Demographics• Trip Type Preferences• Trip Planning• Spending• Loyalty• Advertising + Media• Online Behavior• Ethical Values• Travel Activities• Sharing Economy Use

2. UK• Demographics• Trip Planning• Spending• Loyalty• Advertising + Media• Online Behavior• Ethical Values• Travel Activities• Sharing Economy Use

3. Australia• Demographics• Trip Type Preferences• Destination Selection• Spending• Advertising + Media• Online Behavior• Ethical Values• Travel Activities• Sharing Economy Use

4. China• Demographics• Leisure Travel Frequency• Device Preferences• Spending• Loyalty• Advertising + Media• Online Behavior• Ethical Values• Types of Trips• Travel Activities• Sharing Economy Use

5. India• Demographics• Leisure Travel Frequency• Trip Planning• Device Preferences• Spending• Loyalty• Advertising + Media• Online Behavior• Ethical Values• Types of Trips• Travel Activities• Sharing Economy Use 78

U.S.

Demographics • Children, Employment Status, and Income

• Educational Attainment and Marital Status

79

12%

22%

45%

65%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

Primary caregiver for child(ren) under 18:

12%

23%

2%

11%

52%

33%

24%

3%

13%

27%

59%

14%

6%

14%8%

63%

9% 9%

18%

1%

Employed full-time Employed part-time Self-employed Unemployed Full-time student

Current employment status:

57%

17% 17%

5% 2% 0% 2% 0%

51%

21%

8% 8%5% 3% 1% 1%

38%

30%

16%

7%4% 3% 1% 1%

34%

25%

17%11% 8%

1% 1% 2%

Under$50,000

$50,000–$74,999

$75,000–$99,999

$100,000–$124,999

$125,000–$149,999

$150,000–$174,999

$175,000–$199,999

$200,000or more

Current annual income (USD):

Young Gen Z Old Gen Z Young Millennials Old Millennials

Children, Employment Status, and Income:More than half of U.S. Millennials overall have at least one child, while just over half of Young Gen Zs are full-time students. Both have a strong bearing on travel habits.

U.S.

YZ N=114, OZ N=227, YM N=427, OM N=278 80

Highest level of educational attainment:

Marital status:

90%

7%2% 0% 1%

73%

23%

3% 0% 1%

54%

43%

0% 2% 0%

34%

58%

1%6%

1%

Single(never married)

Married ordomestic partnership

Widowed Divorced Separated


Educational Attainment and Marital Status:Most Gen Zs are in high school or college, which has a strong impact on how they travel. Over half of Old Millennials are married or in a domestic partnership.

U.S.

YZ N=114, OZ N=227, YM N=427, OM N=278 81

46%

31%

16%

3% 4%1% 0%2%

27%

43%

11% 13%

2% 4%3%

20% 22%

11%

31%

4%10%

3%

18% 21%14%

25%

3%

17%

Somehigh school

High schooldiploma

Some college Associate’s degree

Bachelor'sdegree

Somegraduate study

Graduatedegree

U.S.

Trip Type Preferences • Trip Length and Domestic vs. International Preference

• Travel Companion

82

Trip Length and Domestic vs. International Preference:Across all age groups, there is a stronger preference for taking a few long trips, but this preference goes down among the older groups. The preference for taking more international trips follows this same trend.

21%

75%

4%

24%

73%

4%

28%

66%

6%

30%

62%

9%

More short trips A few long trips Not sure

27%

35%38%

34%38%

28%

41%

31%28%

45%

22%

33%

Moredomestic trips

More internationaltrips

An even numberof both

Would you prefer to take more short trips (1–3 nights) or a few long trips (4 or more nights) in the next 12 months?


In the next 12 months, would you prefer to take more domestic trips or more international trips?

U.S.

YZ N=114, OZ N=227, YM N=427, OM N=278 83

Travel Companion:Traveling with immediate family is most common across age groups, but is lowest for the two middle age groups, who travel relatively often with non-spouse partners.

Thinking about the leisure trips you’ve taken in the last 12 months, who did you travel with? Select all that apply.

75%

21%

30%

4%

11%

5%

59%

15%

37%

14%

21%

8%

57%

14%

28%32%

23%

10%

67%

16%

21%

38%

9% 7%

My immediate family Extended familymembers

A friend(or friends)

My spouse My significant other(not spouse)

I traveled alone

Young Gen Z Old Gen Z Young Millennial Old Millennial

U.S.

YZ N=114, OZ N=227, YM N=427, OM N=278 84

U.S.

Trip Planning • Travel Inspirations

85

Travel Inspirations:Across age groups, friends/family are the biggest source of travel inspiration. Old Millennials are more highly inspired by travel TV shows than the others, and Young Zs by celebrities/influencers.


68%

27%24%

28%

8% 9%

2%

66%

28% 27%

20%

14%

8%4%

63%

31%28%

16%13%

10%

2%

65%

42%

23%

9%14%

9%

3%

Friends and/or family Travel-related TVshows, documentaries,

and/or movies


(other than influencers)

Celebrities and/orsocial media influencers




U.S.

YZ N=114, OZ N=227, YM N=427, OM N=278 86

U.S.

Spending• Spending Responsibility and Expectations

87

Spending Responsibility and Expectations:Young Gen Zs in the U.S. are most likely to have someone else pay for their trips, though the majority at least pay for some parts. Even so, nearly ¼ think they’ll spend less in the next year, which is more than the other groups. Most U.S. Millennials/Gen Zs across age groups, however, think their spending will increase.

16%

37%

47%

42%46%

12%

52%

42%

6%

60%

36%

4%

I usually pay for allparts of my own

vacations

I usually split the costsof vacations with

someone else




45%

23%27%

5%

46%

19%

31%

4%

46%

15%

35%

4%

44%

12%

41%

4%

It will increase It will decrease It will stay aboutthe same

Not sure


U.S.

YZ N=114, OZ N=227, YM N=427, OM N=278 88

U.S.

Loyalty• Loyalty Program Participation

89

Loyalty Program Participation:Loyalty program participation is highest among Millennials, but Old Gen Zs aren’t too far behind.


23% 23%

37%

30%

45%

36%

42%

33%


Member of non-credit card,travel loyalty program


U.S.

YZ N=114, OZ N=227, YM N=427, OM N=278 90

U.S.

Advertising + Media • Openness to Digital Advertising

91

Do you use an Internet ad blocker?(% Yes)

I am open to sharing some personal information with travel service providers in exchange for more relevant offers or personalized services.(% Strongly agree + Agree)

38%41%

53%50%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

39%

56% 55% 55%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

U.S.Openness to Digital Advertising:About half of Millennials use an ad blocker, which is more than Gen Z. Millennials and Old Gen Zs are more open to sharing data for personalization.

YZ N=114, OZ N=227, YM N=427, OM N=278 92

U.S.

Online Behavior• Leaving Online Reviews



93

Have you ever left an online review for a product or service you’ve purchased?(% Yes)

Have you ever left an online review for travel-related purchase?(% Yes, among those who answered “yes” to previous)

65% 66%

77% 77%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

38%

57%

64%60%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

U.S.Leaving Online Reviews:Millennials are more likely to have left an online review in general, but when it comes to reviewing travel purchases, Old Gen Zs narrow the gap.

YZ N=114, OZ N=227, YM N=427, OM N=278 YZ N=74, OZ N=150, YM N=327, OM N=215 94



1. YouTube – 32%

2. Snapchat – 26%


Young Gen Z

1. Snapchat – 19%

2.* Facebook – 17%

2.* Instagram – 17%

2.* YouTube – 17%

3. Twitter – 8%

Old Gen Z

1. Facebook – 31%

2. Instagram– 23%

3. YouTube– 12%

Young Millennials

1. Facebook – 41%


3. YouTube – 13%

Old Millennials

U.S.Top Social Media Platforms:Facebook dominates as the top choice among Millennials, but loses share among Gen Zs. It’s not even in the top 3 most used among Young Gen Zs.

YZ N=114, OZ N=227, YM N=427, OM N=278 95* = a tie

Do you follow any travel-related accounts or influencers on social media?(% Yes)




2. YouTube – 56%

3. Snapchat – 54%

Young Gen Z

36%

50% 52%

37%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial


2. YouTube – 44%

3. Facebook – 42%

Old Gen Z


2. Facebook – 48%3. Pinterest – 28%

YoungMillennials


2. Facebook – 68%3. Pinterest – 36%

OldMillennials

U.S.Engagement With Travel Social Media Accounts and Influencers:Old Gen Zs and Young Millennials are most likely to follow travel social media accounts or influencers. Instagram is by far the top platform used for this purpose among all age groups.


U.S.

Ethical Values• Importance of Environmental Responsibility vs.

Willingness to Pay More for It

97

Importance of Environmental Responsibility vs. Willingness to Pay More for It:At least a slight majority of all age groups say it’s important to them to choose environmentally friendly travel companies. Fewer are willing to pay for it though, with the biggest differential being among Young Millennials.





58%61% 61%

56%54% 56%

48% 48%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

-4% -5%

-8%-13%

U.S.

YZ N=114, OZ N=227, YM N=427, OM N=278 98

How important are recent news stories or political issues in your decisions about whether or not to visit a specific destination?(% Very important + Somewhat important)

78% 81% 82%79%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

U.S.

Travel Activities• Adventure Travel and Wellness Trips


99

58%

63%

70%

59%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

Have you ever participated in an adventure travel experience while on vacation?(% Yes)

16%

26% 27%

19%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

Have you taken a wellness trip within the last 12 months?(% Yes)

U.S.Adventure Travel and Wellness Trips:Old Gen Z and Young Millennials are more likely to have participated in an adventure travel experience in the past as well as to have taken a wellness trip in the past year.

YZ N=114, OZ N=227, YM N=427, OM N=278 100


35%

68%

48%

78%

49%

80%

47%

79%

Connect with locals Taste a food or drink that is aspeciality of the destination/region


U.S.Importance of Local Experiences:The majority of all age groups think it’s important to taste local food/drink while on vacation, but less than half think the same about connecting with locals. Young Gen Z are least likely to think either is important.

YZ N=114, OZ N=227, YM N=427, OM N=278 101

U.S.

Sharing Economy Use• Alternative Accommodation and Ridesharing

App Use

102

Have you ever done either of the following while on vacation? (% Yes)

41%

54%

62%

71%66%

72%

55%59%

Stayed at a short-term apartmentor home rental

Used a mobile-based ridesharing/ride-hailing service (like Uber or Lyft)


U.S.Alternative Accommodation and Ridesharing App Use:Old Gen Z and Young Millennials are most likely to have stayed in a short-term rental and used a mobile-based ridesharing service while traveling.

YZ N=114, OZ N=227, YM N=427, OM N=278 103

UK

Demographics• Children, Employment Status, and Income


104



Current annual income (GBP):


16%20%

56%

66%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

8%

25%

2%6%

59%

34%

18%

3%

14%

32%

62%

17%

4%

14%

3%

64%

16%11% 8%

1%


56%

11%

22%

0%

11%

0%

40%

29%

15% 15%

0% 1%

24%

42%

17%13%

3% 2%

17%

41%

23%

10%5% 4%

Under£20,000

£20,000–£34,999

£35,000–£49,999

£50,000–£74,999

£75,000–£99,999

£100,000or more

UKChildren, Employment Status, and Income:More than half of UK Millennials overall have at least one child and nearly 60% of Young Gen Zs are full-time students. Both have a strong bearing on travel habits.

YZ N=51, OZ N=133, YM N=203, OM N=122 105


Marital status:


88%

10%0% 0% 2%

80%

18%

1% 1% 1%

41%

56%

1% 0% 2%

27%

68%

1% 2% 2%




UKEducational Attainment and Marital Status:Most Gen Zs have finished high school or are in college. The majority of Millennials are married or in domestic partnerships.

YZ N=51, OZ N=133, YM N=203, OM N=122 106

14%

35%41%

0%6%

0%4%7%

19%

49%

2%

19%

1% 4%7%11%

29%

3%

32%

4%

15%

4%

16%

27%

7%

30%

4%

13%

Somehigh school

High schooldiploma

Somecollege/university

Associate’s degree

Bachelor'sdegree

Somegraduate study

Graduatedegree

Trip Planning • Top Sources of Information

UK

107

YZ N=51, OZ N=133, YM N=203, OM N=122 Note: “Other” was also given as an option, but was selected by <1% of respondents so was omitted here

Which of the following do you consider the most important source(s) of information during travel planning? Select up to 2 of your top sources.

41%44%

26%

41%

8% 8%

18%

29%

44%

27%

44%

13%

9%

16%

28%

43%

24%

41%

11%

16%

10%

27%

45%

28%

38%

18%

13%

4%

Advice from friendsand/or family

Travel review websites(such as TripAdvisor)

Destination websites Online travel sites(such as Priceline,

Expedia,and Booking.com)

Travelbooks/guides

Traditionaltravel agent

Social media


UKTop Sources of Information:A much larger proportion of Young Gen Zs consider advice from family and/or friends to be a top trip planning info source compared to the other age groups.

108

Spending• Views on Spending Priorities

• Spending Responsibility and Expectations

UK

109

Would you rather spend your money on an experience or a physical good?

(% who prefer experience over physical good)

74%

84%80%

88%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial


(% strongly agree + somewhat agree)

51%

61% 62%70%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

UKViews on Spending Priorities:Overwhelming majorities in all age groups agree that they prefer spending on experiences, but fewer agree that the experience type they want to spend on is travel, especially among Young Gen Z.

YZ N=51, OZ N=133, YM N=203, OM N=122 110

Spending Responsibility and Expectations:Just over ¼ of Young Gen Zs pay completely for their own trips, and this age group is also most likely to think they will spend more on travel next year. The other age groups are split over whether they’ll pay more or about the same.




55%

15%

28%

3%

43%

12%

39%

6%

41%

18%

37%

4%

38%

12%

44%

7%


Not sure

27%

51%

22%

38%

55%

8%

54%

42%

4%

57%

43%

1%

I usually pay forall parts of myown vacations

I usually split thecosts of vacations

with someone else


UK

YZ N=51, OZ N=133, YM N=203, OM N=122 111


UK

112


24%22%23%

25%

35%33%

39%

31%


Member of non-credit cardtravel loyalty program


UKLoyalty Program Participation:Loyalty program participation is highest among Millennials overall, while ¼ or less of Gen Zs participate.

YZ N=51, OZ N=133, YM N=203, OM N=122 113


UK

114



35%

47%44%

39%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

63%58%

67%61%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

UKOpenness to Digital Advertising:Less than half of all age groups use an ad blocker, and about 60% plus in each group say they’re open to sharing personal data for personalized offers/services.

YZ N=51, OZ N=133, YM N=203, OM N=122 115

Online Behavior

UK



116



1. Snapchat – 29%


3. YouTube – 16%

Young Gen Z


1.* YouTube– 17%

2.* Facebook – 16%

2.* Twitter – 16%

3. Snapchat – 11%

Old Gen Z

1. Facebook – 28%

2. WhatsApp– 18%

3. YouTube– 15%

Young Millennials

1. Facebook – 26%

2. WhatsApp – 16%


3.* YouTube – 14%

Old Millennials

UKTop Social Media Platforms:As with the U.S, Facebook is the top platform for Millennials, while Instagram and YouTube are tied for first for Old Gen Zs, and Snapchat is on top for Young Gen Zs.


Engagement With Travel Social Media Accounts and Influencers:Young Gen Zs are most likely to follow a travel social media account/influencer, with just over half doing so. Instagram dominates as the platform used for this purpose among all age groups.


(% Yes)




2. Snapchat – 36%3. YouTube – 32%

Young Gen Z


2. Facebook – 38%3. YouTube – 28%

Old Gen Z



YoungMillennials



OldMillennials

55%

45%48%

39%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

UK




UK

119

Importance of Environmental Responsibility vs. Willingness to Pay More for It:Young Gen Zs indicate its very important to consider political/environmental issues when choosing a destination. UK Young Gen Zs are also the only group surveyed where a higher proportion are willing to pay more to use environmentally friendly travel companies than agree that it’s important to do so.




(% Strongly + Somewhat agree)84%

71%77%

69%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial


63%59% 58% 58%

65%

51%47%

52%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

2%

-8%-11%

-6%

UK

YZ N=51, OZ N=133, YM N=203, OM N=122 120

Travel Activities• Shopping for Luxury vs. Locally Made Goods


UK

121

59%

75%

42%

70%

50%

72%

52%

70%

Shopping for luxury goods Shopping for locally made goods


UK

How interested are you in the following types of shopping while you’re on vacation? (% Very interested + Somewhat interested)

Shopping for Luxury vs. Locally Made Goods:Majorities in all age groups are more interested in shopping for locally made goods while traveling rather than luxury goods.

YZ N=51, OZ N=133, YM N=203, OM N=122 122


49%

69%

53%

68%

53%

75%68%

80%



UKImportance of Local Experiences:Old Millennials place more importance on connecting with locals and tasting local food/drink than their peers, but all place more importance on the latter.

YZ N=51, OZ N=133, YM N=203, OM N=122 123


App Use

UK

124

Alternative Accommodation and Ridesharing App Use:The proportion of each group that has stayed in a short-term rental at least once steadily increases with as the age groups get older. Ridesharing app use while traveling, however, is higher among Old Gens and Young Millennials.


57%

47%

62% 62%64%

56%

66%

50%

Stayed at a short-term apartmentor home rental



UK

YZ N=51, OZ N=133, YM N=203, OM N=122 125

Australia



126



Current annual income (AUD):


6%

15%

47%

71%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

11% 10%

0%

11%

68%

30%35%

6%9%

20%

52%

27%

5%10%

6%

50%

24%

5%

19%

2%


54%

23%

0%

8%

0%

8% 8%

26%

16% 18% 17%

8% 8% 7%

16%20%

28%

18%12%

5%1%

10%17% 19%

28%

14%

4%8%

Under$35,000

$35,000–$49,999

$50,000–$74,999

$75,000–$99,999

$100,000–$124,999

$125,000–$149,999

$150,000or more

AUSChildren, Employment Status, and Income:Over 70% of Old Millennials are parents, while nearly this proportion of Young Gen Zs are full-time students. Both have a strong bearing on travel habits.

YZ N=62, OZ N=108, YM N=192, OM N=161 127


Marital status:


85%

13%

2% 0% 0%

74%

24%

2% 0% 0%

39%

58%

1% 2% 1%

18%

74%

2% 3% 3%




AUSEducational Attainment and Marital Status:Most Gen Zs have are in or have finished high school. The majority of Millennials are married or in domestic partnerships.

YZ N=62, OZ N=108, YM N=192, OM N=161 128

44%

34%

13%

2% 3% 3% 2%

11%

25%29%

3%

23%

0%

9%5%

18% 20%

3%

38%

1%

15%

6%

14%

24%

2%

35%

4%

15%

Somehigh school

High schooldiploma



Bachelor'sdegree

Somegraduate study

Graduatedegree

Trip Type Preferences • Travel Companion

Australia

129

Travel Companion:Traveling with immediate family (whether that’s with their parents/siblings or with their own children and/or partner) is most common across age groups, but is lowest for the two middle age groups, whose members also travel often with friends or partners.


68%

8%

40%

5% 5%8%

53%

19%

42%

17%19%

7%

55%

10%

24%

34%

8% 10%

74%

13%18%

37%

8% 6%

My immediatefamily

Extended familymembers


My spouse My significant other(not spouse)

I traveled alone


AUS

YZ N=62, OZ N=108, YM N=192, OM N=161 130

Destination Selection• Priorities and Motivators

Australia

131

Selected “Restaurants/Local food offerings” and “Value for money” as one of top 3 destination considerations:

39%35%35%

46%

34%

48%

25%

54%

Restaurants /Local food

Value formoney


39%

48%

56%61%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

Selected “Relaxation” as one of their top motivators to travel:

AUSPriorities and Motivators:Restaurants/local food offering loses importance as a destination consideration as age increases, while value for money becomes more important. Relaxation also increases in importance with age as a travel motivator.

YZ N=62, OZ N=108, YM N=192, OM N=161 132

Spending• Spending Responsibility and Expectations

Australia

133

Spending Responsibility and Expectations:Even though less than ¼ Young Gen Zs pay for all parts of their trips, most at least split the cost with someone else. Close to half of all age groups think their travel spending will increase next year.




23%

45%

32%

41%

50%

9%

56%

42%

2%

64%

33%

3%



with someone else


48%

24% 24%

5%

45%

20%

30%

5%

44%

13%

34%

9%

46%

14%

33%

6%


Not sure

AUS

YZ N=62, OZ N=108, YM N=192, OM N=161 134

Australia


135



42%

49%

41%

33%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

45%

60%

51%48%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

AUSOpenness to Digital Advertising:Less than half of all age groups use an ad blocker. Old Gen Zs are most open to sharing personal data for personalized offers/services.

YZ N=62, OZ N=108, YM N=192, OM N=161 136

Online Behavior• Top Social Media Platforms


Australia

137



1. YouTube – 31%


3. Snapchat – 11%

Young Gen Z

1. YouTube– 26%

2. Facebook – 22%


Old Gen Z

1. Facebook – 31%

2. Instagram– 26%

3. YouTube– 14%

Young Millennials

1. Facebook – 43%


2.* WhatsApp – 15%

3. YouTube – 13%

Old Millennials

AUSTop Social Media Platforms:As with the U.S and UK, Facebook is the top platform for Millennials, while YouTube takes that spot among Gen Z.


Engagement With Travel Social Media Accounts and Influencers:Old Gen Zs and Young Millennials are most likely to follow a travel related social media account/influencer. As with the U.S. and UK, Instagram dominates as the platform used for this purpose among all age groups.

Do you follow any travel-related accounts or influencers on social media?(% Yes)

Top 3 platforms Millennial/Gen Z travelers follow travel-related accounts or influencers in each market:(Among those who answered “Yes” to previous)


2. YouTube – 36%3. Snapchat – 32%

Young Gen Z


2. Facebook – 40%3. Snapchat – 35%

Old Gen Z


2. Facebook – 54%

3. YouTube – 32%

YoungMillennials



OldMillennials

45%

57%53%

37%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

AUS




Australia

140





55%

63% 61%59%

37%

53%

46% 44%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

-18%

-10%-15% -15%

AUSImportance of Environmental Responsibility vs. Willingness to Pay More for It:While the majority of all age groups say it’s important for them to choose environmentally responsible travel companies, far fewer are willing to pay more to use these companies. In fact, Australia shows the biggest differential between these, with double-digit declines for each age group.

YZ N=62, OZ N=108, YM N=192, OM N=161 141


84% 83%79% 79%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

Travel Activities• Adventure Travel and Wellness Trips



Australia

142

Have you ever participated in an adventure travel experience while on vacation?(% Yes)

Have you taken a wellness trip within the last 12 months?(% Yes)

13%

35%

28%

22%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

61%

75%72%

62%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

AUSAdventure Travel and Wellness Trips:Old Gen Z and Young Millennials are more likely to have ever participated in an adventure travel experience as well as to have taken a wellness trip in the past year.

YZ N=62, OZ N=108, YM N=192, OM N=161 143


53%58%56%

81%

56%

76%

57%

73%



AUSShopping for Luxury vs. Locally Made Goods:All groups are much more interested in shopping for locally made goods over locally made goods, except for Young Gen Z, which shows a similar level of interest in both.

YZ N=62, OZ N=108, YM N=192, OM N=161 144

Importance of Local Experiences:The importance of connecting with locals grows with age, but more of all groups place more importance on trying a local food/drink while on a trip.

How important is it for you to do each of the following activities while traveling for leisure?(% Very important + Somewhat important)

53%

71%

57%

75%

61%

79%

63%

77%



AUS

YZ N=62, OZ N=108, YM N=192, OM N=161 145

Sharing Economy Use

Australia

• Alternative Accommodation and Ridesharing App Use

146


40%

56%

76%81%

73% 73%

59%

47%

Stayed at a short-termapartment or home rental



AUSAlternative Accommodation and Ridesharing App Use:Old Gen Zs and Young Millennials show much higher likelihood of having stayed in a short-term vacation rental at least one time as well as having used a mobile-based ridesharing service while traveling at least once compared to the oldest and youngest groups.

YZ N=62, OZ N=108, YM N=192, OM N=161 147

China



148



Current annual income (CNY):


8%15%

62%

91%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

11% 13%6%

0%

69%

34%

14%4% 2%

46%

86%

5% 5% 1% 4%

95%

1% 5% 0% 0%


42%

32%

5% 5% 5%11%

0%

15%

29%

10%

17%13%

4%

10%

4%

13% 12%

18% 16% 15%

23%

3%6% 7%

19%15%

25% 25%

Under¥25,000

¥25,000–¥74,999

¥75,000–¥99,999

¥100,000–¥149,999

¥150,000–¥199,999

¥200,000–¥249,999

¥250,000or more

Children, Employment Status, and Income:Of all the countries surveyed, China has the most Millennials with children. It also includes more individuals with high incomes.

CHN

YZ N=62, OZ N=241, YM N=596, OM N=244 149


Marital status:


97%

3% 0% 0% 0%

86%

13%0% 0% 0%

33%

67%

0% 0% 0%6%

94%

0% 0% 0%




Educational Attainment and Marital Status:Young Gen Zs are fairly evenly split between high-school and college aged. Almost all of the Old Millennials are married or in a domestic partnership.

CHN

YZ N=62, OZ N=241, YM N=596, OM N=244 150

23%29% 31%

11%5%

0% 2%3%8%

41%

13%

27%

3% 4%1% 2% 4%

15%

60%

5%14%

1% 2% 2%

14%

64%

2%

16%

Somehigh school

High schooldiploma

Some college Associate’s degree

Bachelor'sdegree

Some graduatestudy

Graduatedegree

China


151


77%

23%

57%

43%

35%

65%

25%

75%

1 to 2 3 or more


Number of Leisure Trips:Millennials have taken more trips in the last year than Gen Z, with 3/4 of Old Millennials having taken 3 or more, and about this proportion of Young Gen Zs having taken just 1 or 2 trips in the same period.

CHN

YZ N=62, OZ N=241, YM N=596, OM N=244 152

China

Device Preferences• Use Mostly or Only Smartphone for Planning

and Booking

153

Use Mostly or Only Smartphone for Planning and Booking:Across all age groups, mobile use is very high, especially when it comes to air travel and accommodation booking, but it’s highest among Gen Zs.

76%

88% 88%

77%

88% 87%

71%

83% 84%

62%

79% 81%

Researching and planning Air travel booking Accommodation booking


CHN

YZ N=55, OZ N=231, YM N=584, OM N=243 YZ N=49, OZ N=216, YM N=546, OM N=224 YZ N=51, OZ N=224, YM N=554, OM N=230

Mostly or only use smartphone to plan/booking the following parts of leisure trips:(Among those who have a role in planning and who book digitally)

154



China

155

Views on Spending Priorities:Budget consciousness decreases as the age groups get older. And while similarly high proportions of all age group would rather spend on experiences than physical goods, relatively few Gen Zs would prefer spending on travel over things at home.

I am budget conscious when I travel.


68%63%

58%

51%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

88% 85% 85% 85%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

42%

49%

62%67%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial



Would rather spend money on an experience rather than a physical good:

CHN

YZ N=62, OZ N=241, YM N=596, OM N=244 156




31%

52%

18%

55%

42%

3%

80%

19%

1%

86%

14%

0%



with someone else


65%

4%

14%18%

57%

6%

24%

14%

68%

6%

19%

8%

77%

5%

15%

3%


Not sure

CHNSpending Responsibility and Expectations:Spending responsibility increases with age, as with the other markets. Across age groups, majorities of Chinese Millennials/Gen Zs think their travel spending will increase in the next year. Very few think it will decrease.

YZ N=62, OZ N=241, YM N=596, OM N=244 157


China

158

Loyalty Program Participation:Brand loyalty is more important to Millennials, especially Old Millennials, than to Gen Zs. Membership in loyalty programs reflects this same pattern.

Staying loyal to brands I like is important to me.



65%68%

80%

89%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

29%23%

34%

46%

62%

69%

78% 80%




CHN

YZ N=62, OZ N=241, YM N=596, OM N=244 159

• Openness to Digital Advertising

China

Advertising + Media

160



66%70%

66%61%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

42%

50%

66%

75%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

CHNOpenness to Digital Advertising:Use of ad blockers is lowest among Old Millennials. This group is also the most open to sharing personal info for personalization. This openness decreases sharply among each younger age group, with the lowest openness among Young Gen Zs.

YZ N=62, OZ N=241, YM N=596, OM N=244 161

Online Behavior

China

• Leaving Online Reviews



162

Have you ever left an online review for a product or service you’ve purchased?

(% Yes)

Have you ever left an online review for a travel-related purchase?

(% Yes, among those who answered “yes” to previous)

94%89%

94% 95%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

62%

81%

93% 94%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

CHNLeaving Online Reviews:While huge majorities of all age groups have left online reviews in general, it is less common that Gen Zs have left one for a travel purchase. The majority have, though.




1. QQ – 35%

2. WeChat – 27%

3.* Zhihu – 8%

3.* Facebook – 8%

Young Gen Z

1. WeChat – 32%

2. QQ – 22%

3. Sina Weibo – 12%

Old Gen Z

1. WeChat – 47%

2. Sina Weibo– 11%

3. QQ– 10%

Young Millennials

1. WeChat – 52%


3. QQ – 7%

Old Millennials

CHNTop Social Media Platforms:WeChat is a top-used platform for all age groups, but it loses some dominance as age groups get younger, and falls to the second spot for Young Gen Zs.


Engagement With Travel Social Media Accounts and Influencers:For all age groups, it is very common to follow travel social media accounts/influencers. Platforms that aren’t in the overall top 3 most used are more commonly used for this purpose, including Sina Weibo and Douyin (TikTok).


(% Yes)


(Among those who answered ”Yes” to previous)

1. WeChat – 56%

2. Sina Weibo – 54%3. Zhihu – 46%

Young Gen Z


2. Zhihu – 50%3. WeChat – 49%

Old Gen Z


2. WeChat – 64%3. Douyin (TikTok) – 50%

YoungMillennials

1. WeChat – 75%

2. Sina Weibo – 70%3. Douyin (TikTok) – 55%

OldMillennials

84% 83%89% 89%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

CHN




China

166

Importance of Environmental Responsibility vs. Willingness to Pay More for It:Large majorities of all age groups say it’s important to choose environmentally sustainable businesses. Especially Millennials. Both Millennial groups are also most willing to pay more to use such businesses, although it’s still less than the proportion who say these business practices are important to them.

It is important to me to choose travel businesses that prioritize environmentally sustainable business practices(% Very + Somewhat important)

I’m willing to pay higher rates/fares to use a travel service provider who demonstrates environmental responsibility(% Strongly + Somewhat agree)

77%

89% 91% 93%

61%

72%80%

86%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

-16%

-17%-9%

-7%

CHN

YZ N=62, OZ N=241, YM N=596, OM N=244 167


90%95% 96% 95%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

China

Types of Trips• Travel Companion

• Cruise and Wellness Trips


168

Travel Companion:Unlike the U.S., UK, and Australia, Chinese Gen Zs are more likely to travel with friends than with their immediate families. Travel with friends is less common among Millennials, especially Old Millennials.


39%

18%

58%

6% 8%11%

30%

16%

54%

12%

19%14%

51%

17%

38%

44%

11% 11%

77%

19%24%

64%

4% 6%

My immediatefamily

Extendedfamily members


My spouse My significantother (not spouse)

I traveledalone


CHN

YZ N=62, OZ N=241, YM N=596, OM N=244 169

27%

34%37%

44%

55% 54%

65%68%

Gone on a cruise Taken a wellness trip


CHNCruise and Wellness Trips:The likelihood of having gone on a cruise or wellness trip in the past year increases as the age groups get older. Old Millennials are about twice as likely to have done either as Young Gen Zs are.

Have you done either of the following types of leisure trips in the past 12 months? % Yes

YZ N=62, OZ N=241, YM N=596, OM N=244 170

52%

39%

73%

56%

83%

69%

86%

77%

Attend a specific eventin the destination, such as a concert,

sporting event, or festival

Partake in one specific activityin the destination, such as skiing/

snowboarding, hiking, golfing, fishing


Have you ever planned a leisure trip specifically for either of the following reasons? % Yes

CHNTrips for Specific Events or Activities:Millennials, especially Old Millennials, are more likely to have gone on a trip specifically to attend an event in the destination or to participate in a certain activity.

YZ N=62, OZ N=241, YM N=596, OM N=244 171

Travel Activities• Participation in Adventure Travel and Tours and Activities


China

172

Have you ever participated in either of the following types of activities while on vacation? % Yes

47%

55%

68%76%

80%85%84%

94%

Adventure travel experience Organized tour/activity


CHNParticipation in Adventure Travel and Tours and Activities:Millennials, especially Old Millennials, have the highest participation rates in adventure travel and organized tours and activities.

YZ N=62, OZ N=241, YM N=596, OM N=244 173

Shopping for Luxury vs. Locally Made Goods:All age groups are more interested in shopping for locally made goods that shopping for luxury goods while traveling. Gen Zs are especially uninterested in shopping for luxury goods.


45%

74%

47%

81%

69%

90%

77%

92%



CHN

YZ N=62, OZ N=241, YM N=596, OM N=244 174


App Use

China

175


52%

71%78%

82%86%

78%

89%

78%




CHNAlternative Accommodation and Ridesharing App Use:Young Gen Zs are least likely to have stayed in a short-term vacation rental or to have used a ridesharing service while traveling. Large majorities of Old Gen Zs and Millennials have done both.

YZ N=50, OZ N=260, YM N=440, OM N=265 176

India



177



Current annual income (INR):


14% 16%

51%

85%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

6%14%

6%16%

58%

20% 17% 14% 12%

37%

72%

8% 13%5% 3%

88%

3% 8%2% 0%


46%

23%

15% 15%

0% 0% 0%

40%

22% 22%

11%

2% 2% 2%

14%

24%

31%

20%

6%3% 2%4%

9%

33%

26%

11%9% 8%

Under ₹2,00,000

₹2,00,000–₹4,99,999

₹5,00,000–₹9,99,999

₹10,00,000–₹19,99,999

₹20,00,000–₹34,99,999

₹35,00,000–₹54,99,999

₹55,00,000 or more

INDChildren, Employment Status, and Income:A majority of Indian Millennials are parents, and so likely to travel with children. Most Young Gen Zs are full-time students.

YZ N=50, OZ N=260, YM N=440, OM N=265 178


Marital status:


84%

8% 4% 0% 4%

86%

12%1% 1% 0%

48% 51%

0% 1% 0%11%

87%

0% 1% 0%




INDEducational Attainment and Marital Status:Respondents from India are the highest educated overall, with many Millennials indicating they have graduate degree. The majority of Millennials are also married.

YZ N=50, OZ N=260, YM N=440, OM N=265 179

28% 26% 26%

4% 6% 8%2%

10% 12%20%

2%

34%

5%

18%

3% 2%7% 3%

33%

2%

50%

1% 4% 3% 2%

18%

3%

70%

Somehigh school

High schooldiploma



Bachelor'sdegree

Some graduatestudy

Graduatedegree


India

180

Number of Leisure Trips:Millennials have taken more trips in the last year than Gen Zs, with 60% of Old Millennials saying they took 3 or more. This age group also shows a stronger preference for taking more short trips, as compared to the other groups.


62%

38%

58%

42%45%

55%

40%

60%

1 to 2 3 or more


24%

58%

18%

38%

53%

8%

39%

55%

6%

45%

54%

2%

More short trips A few long trips Not sure

Would you prefer to take more short trips (1–3 nights) or a few long trips (4 or more nights) in the next 12 months?

IND

YZ N=50, OZ N=260, YM N=440, OM N=265 181

Trip Planning • Top Sources of Information

• Planning Duration

India

182

Travel Inspirations:Friends and/or family decreases in importance as a source of travel inspiration as the age groups get older. Young Gen Zs are disproportionately inspired by celebrities and/or influencers.


42%

62%

36%

18%

14%

4%

0%

24%

59%

35% 35%

19%

4%2%

22%

50%

44%42%

28%

3%0%

23%

43%46%

43%

34%

1% 1%

Celebrities and/orsocial mediainfluencers

Friends and/orfamily

Travel-related TV shows, documentaries,

and/or movies


(other than influencers)




IND

YZ N=50, OZ N=260, YM N=440, OM N=265 183

How long before a vacation do you normally begin planning it?

INDPlanning Duration:Gen Zs are more likely to take a shorter time to plan trips than Millennials. Whereas 2/3 of Gen Zs take just 1 to 2 months, nearly this proportion of Old Millennials take 3 months or more.

66%

34%

63%

37%

50% 50%

37%

63%

1 to 2 months before 3 or more months before


YZ N=50, OZ N=260, YM N=440, OM N=265 184

Device Preferences• Use Mostly or Only Smartphone for Planning

and Booking

India

185

66%70%

53%50%

59% 60%65% 66% 66%68%

62%66%

Researching and planning Air travel booking Accommodation booking


INDUse Mostly or Only Smartphone for Planning and Booking:Across all age groups, mobile use is high. Young Gen Zs show especially high levels of mobile use when it comes to researching/planning and air travel booking.

YZ N=44, OZ N=238, YM N=432, OM N=263

Mostly or only use smartphone to plan/booking the following parts of leisure trips: (Among those who have a role in planning and who book digitally)




India

187

Views on Spending Priorities:Opposite from China, budget consciousness increases as the age groups get older in India. The preference for spending on experiences over goods follows the same pattern, and similar majorities agree that travel is something to prioritize spending on.

I am budget conscious when I travel.

% Strongly agree + Somewhat agree

Would rather spend money on an experience rather than a physical good:

I would rather spend money on travel than on things at home.% Strongly agree + Somewhat agree

59%

73% 73%

84%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

66%

77%

85%88%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

72%

63%

75%

85%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

IND

YZ N=50, OZ N=260, YM N=440, OM N=265 188




44%40%

16%

46% 44%

10%

75%

23%

2%

85%

12%

3%



with someone else


67%

17%

10% 7%

71%

10%14%

5%

78%

6%12%

5%

89%

2%8%

1%


Not sure

INDSpending Responsibility and Expectations:Spending responsibility increases with age, as with the other markets. Across age groups, majorities of Indian Millennials/Gen Zs think their travel spending will increase in the next year. Very few think it will decrease, as was also seen with China.

YZ N=50, OZ N=260, YM N=440, OM N=265 189


India

190

Staying loyal to brands I like is important to me.(% Strongly agree + Somewhat agree)


74%68%

80%

91%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

58%

32%

44%

28%

70%

44%

84%

60%




INDLoyalty Program Participation:Old Millennials are most likely to agree that brand loyalty is important. It follows that they also are most likely to be a member of a travel loyalty program.

YZ N=50, OZ N=260, YM N=440, OM N=265 191

• Openness to Digital Advertising

Advertising + Media

India

192


I am open to sharing some personal information with travel service providers in exchange for more relevant offers or personalized services.

(% Strongly agree + Agree)

52%48% 50%

57%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

62%58%

68%

84%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

INDOpenness to Digital Advertising:Use of ad blockers is fairly consistent across age groups, with the highest use among Old Millennials. This group is also the most open to sharing personal info for personalized offers/services.

YZ N=50, OZ N=260, YM N=440, OM N=265 193

Online Behavior• Top Social Media Platforms


India

194




2. YouTube – 16%

3. WhatsApp – 14%

Young Gen Z

1. WhatsApp – 29%

2. YouTube – 22%


Old Gen Z

1. WhatsApp – 29%

2. YouTube – 20%


Young Millennials

1. WhatsApp – 23%

2. Facebook – 19%

3. YouTube – 17%

Old Millennials

INDTop Social Media Platforms:WhatsApp is the most used app among all age groups except Young Gen Zs, who are likely to use Instagram and YouTube more often.

YZ N=50, OZ N=260, YM N=440, OM N=265 195


(% Yes)


(Among those who follow one)


2. YouTube – 52%3. WhatsApp – 45%

Young Gen Z


2. YouTube – 61%3. Facebook – 57%

Old Gen Z

1. Facebook – 84%

2. Instagram – 75%3. YouTube – 63%

YoungMillennials

1. Facebook – 85%

2. Instagram – 74%3. WhatsApp– 65%

OldMillennials

66% 67%

77%83%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

INDEngagement With Travel Social Media Accounts and Influencers:Millennials are more likely to follow travel social media accounts/influencers than Gen Zs. Millennials are most likely to use Facebook to do so, while Gen Zs use Instagram more often.




India

197

Importance of Environmental Responsibility vs. Willingness to Pay More for It:Large majorities of all age groups say it’s important to choose environmentally sustainable businesses, especially Millennials. Overall, Indian Millennials/Gen Zs are the most willing to pay up for these types of businesses compared to the proportions who say it’s important.

It is important to me to choose travel businesses that prioritize environmentally sustainable business practices(% Very + Somewhat important)

I’m willing to pay higher rates/fares to use a travel service provider who demonstrates environmental responsibility(% Strongly + Somewhat agree)

68% 69%

84%91%

62% 62%

79%

88%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

-6% -7%

-5%-3%

IND

YZ N=50, OZ N=260, YM N=440, OM N=265 198


84% 85%92% 95%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

Types of Trips• Cruise and Wellness Trips


India

199

Cruise and Wellness Trips:The likelihood of having gone on a cruise or wellness trip in the past year increases as the age groups get older. Old Millennials are almost twice as likely to have done either as Young Gen Zs.

Have you done either of the following types of leisure trips in the past 12 months? % Yes

28%

38%

31%

45%

52%

63%

55%

71%

Gone on a cruise Taken a wellness trip


IND

YZ N=50, OZ N=260, YM N=440, OM N=265 200

Trips for Specific Events or Activities:Millennials are more likely to have gone on a trip specifically to attend an event in the destination or to participate in a certain activity compared to Gen Zs.

Have you ever planned a leisure trip specifically for either of the following reasons? % Yes

56%62%

72%

62%

78%72%

80%

72%

Attend a specific eventin the destination, such as a concert,

sporting event, or festival

Partake in one specific activityin the destination, such as skiing/

snowboarding, hiking, golfing, fishing


IND

YZ N=50, OZ N=260, YM N=440, OM N=265 201

Travel Activities• Shopping for Luxury vs. Locally Made Goods


India

202


66% 64%65%

80%80%

92%88%

94%



INDShopping for Luxury vs. Locally Made Goods:All age groups, except Young Gen Zs, are more interested in shopping for locally made goods than shopping for luxury goods while traveling. Millennials have high interest in both.

YZ N=50, OZ N=260, YM N=440, OM N=265 203

How important is it for you to do each of the following activities while traveling for leisure?(% Very important + Somewhat important)

54%

70%77%

87%87%90%

94% 96%



INDImportance of Local Experiences:The importance of connecting with locals grows as the age groups get older. Gen Zs are more interested overall in trying local food/drink than connecting with locals.

YZ N=50, OZ N=260, YM N=440, OM N=265 204


App Use

India

205


62%68%

58%

82%78%

91%

79%

94%




INDAlternative Accommodation and Ridesharing App Use:Millennials have high likelihoods that they’ve stayed in a short-term vacation rental or used a ridesharing service while traveling in the past compared to Gen Zs.

YZ N=50, OZ N=260, YM N=440, OM N=265 206

Comparing All Age Groups

Across CountriesContents:

• Leisure Travel Frequency

• Trip Planning

• Destination Selection

• Booking Behavior

207


• International Travel

All Countries + Age Groups

208


64%

36%

62%

38%

61%

39%

68%

32%

1 or 2 3 or more

71%

29%

64%

36%

51% 49%

61%

39%

1 to 2 3 or more

65%

35%

62%

38%

59%

41%

63%

37%

1 or 2 3 or more

77%

23%

57%

43%35%

65%

25%

75%

1 to 2 3 or more

62%

38%

58%

42%45%

55%

40%

60%

1 to 2 3 or more

U.S: UK: Australia:

China: India:


Number of Leisure Trips:In China and India, the older the age group, the more likely that they’ve traveled more in the past year. This clear trend doesn’t exist in the other countries.

209

U.S: UK: Australia:

China: India:

Of the leisure trips you’ve taken in the last 12 months, how many were international?% Most or All were international

17%

22%

11%6%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

39% 38% 38%41%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

35% 35%

27% 24%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

6%9%

19%

25%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

8%12%

24% 25%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

International Travel:In China and India, the older the age groups, the more international trips they’ve taken in the past year. This pattern is not seen elsewhere, and is inversed in Australia and the U.S.

210

Trip Planning• Planning Responsibility


211

Planning Responsibility:It makes sense that travel planning responsibility is higher for the older age groups in all markets. Millennial/Gen Z travelers in India and China, however, are more likely to be the primary planner in comparison to the other countries.

UK: Australia:

For a typical leisure trip, how much responsibility do you have in planning the trip?

U.S:

China: India:


14%

45%41%40%

46%

14%

57%

39%

3%

63%

35%

2%

I am theprimary planner

I share this responsibi litywith someone else

Someone else usuallyplans trips I go on

16%

61%

24%

46% 49%

5%

58%

39%

3%

59%

39%

2%




18%

55%

27%

38%

52%

10%

57%

39%

5%

63%

34%

2%




34%

55%

11%

51%44%

4%

76%

22%

2%

89%

10%0%


I share this responsibilitywith someone else


42% 46%

12%

43%48%

8%

68%

30%

2%

85%

15%

1%


I share this responsibilitywith someone else


212

Destination Selection• Consideration of “Instagram-Worthiness”


213

Consideration of “Instagram-Worthiness”:For China and India, the importance of choosing social-media worthy destinations increases with age. For the UK, this is most important for Young Millennials. In the U.S. and Australia, Old Gen Z and Young Millennials, who often share similar traits in these markets, care about it the most.

U.S: UK: Australia:

China: India:

When planning a vacation, how much do you consider a destination’s “Instagram-worthiness”?% It’s a top consideration + I think about it, but it’s not a top consideration

43%51% 49%

38%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

41%

44%

47%

45%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

40%

51% 47%

38%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

60%70%

76%82%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

59%

71%78%

84%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

214

Booking Behavior• Comfort With Booking Via Voice Assistants


215

U.S: UK: Australia:

China: India:

Are you comfortable booking any part of a vacation using a voice assistant (i.e., Google Home, Amazon Alexa)?% Yes

20%

33%36%

30%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

25% 26%30%

36%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

16%

34%

26% 24%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

35%

56%

70%80%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

56% 56%

73%

87%

YoungGen Z

OldGen Z

YoungMillennial

OldMillennial

Comfort With Booking Via Voice Assistants:In China and India, comfort level with booking parts of a trip via voice assistant increases with age to very high majorities. In the U.S., however, Old Gen Z and Young Millennials are most comfortable with it, although at comparatively much lower levels.

216

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Documents

Millennial and Gen Z Traveler Survey 2019...first Millennials were born in the early 1980s (meaning they are in their late 30s today). The end of the generation —when it transitioned