Expedia Media Solutions Releases Generational Data on Behaviors, Influences and Shopping Habits of Travelers in China, the U.K., and U.S.
Las Vegas, December 6, 2017 – New generational data released by Expedia® Media Solutions, the advertising arm of Expedia, Inc., reveals that when planning a trip, American, British and Chinese travelers prioritize trip activities, once in a lifetime and cultural experiences above all else. Presented today by Global Senior Director Wendy Olson Killion during the Expedia Media Solutions Insights Summit at the Expedia Partner Conference, the findings, from a survey conducted by Northstar Research Partners, illustrate broad travel trends and distinct shopping habits, influences and motivations of American, British and Chinese travelers across four generations, including Generation Z, Millennials, Generation X and Baby Boomers.
“Emotions, not dollars, are what drive decisions for most travelers today,” said Olson Killion. “The study revealed that for travelers from three of the largest global markets – China, the U.S. and U.K. – activities and experiences are leading priorities, ahead of deals and lowest price. The data also showed that travelers are receptive to ads with appealing imagery and informative content, illustrating a real opportunity for marketers to align their content with traveler interests to spur consideration.”
While priorities are somewhat similar across countries and generations, travel days and penchant for internal or domestic trips vary. In the U.S. and China, Millennials travel the most, with 35 travel days per year, while in the U.K., Baby Boomers out-travel other generations with 31 days per year. Conversely, British Gen Z travel the least, racking up only 21 total travel days per year. British travelers are most likely to go abroad, while American and Chinese travelers are more likely to explore their own vast countries.
Trip Types & Travel Logistics
Destination Decisions & Booking Resources
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For more findings and insights that marketers can leverage to better reach, engage and convert travelers, and to view additional content from the Expedia Media Solutions Insights Summit, please visit: http://bit.ly/multi-national-travelers
About Expedia Media Solutions
Expedia Media Solutions, the advertising arm of Expedia, Inc., offers industry expertise and digital marketing solutions that allow brands to reach, engage and influence its qualified audience of travelers around the world. Through its vast network of leading travel brands and global points of sale, Expedia Media Solutions provides partners with proprietary data-driven insights about traveler behaviors during every stage of the purchase journey, along with dynamic advertising solutions, to deliver strategic campaigns and measurable results. For more information, visit www.advertising.expedia.com.
About Expedia, Inc.
Expedia, Inc. (NASDAQ: EXPE) is the world’s largest online travel company, with an extensive brand portfolio that includes leading online travel brands, such as:
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