Expedia Media Solutions Unveils New Data on Canadian Travel Shopping Behaviours Across Generations
BELLEVUE, WA, October 23, 2017 – New Canadian generational data released today by Expedia® Media Solutions, the advertising arm of the Expedia group, found that Gen Z and Millennials focus on crossing off their bucket list and embrace the ‘you only live once’ (#YOLO) mentality, while Baby Boomers enjoy worry-free, all-inclusive resorts and cruises. The findings, from a survey conducted by Northstar Research Partners, showcase broad travel trends in the Canadian market, including the motivations, preferences and attitudes of travellers across four generations: Generation Z, Millennials, Generation X and Baby Boomers.
Most Canadian travellers are deciding between two or more destinations when planning a vacation, and visiting family, relaxing at the beach or on a cruise, and sight-seeing are the most popular trip types. Value is of the utmost importance to all generations, and deals help guide their decision-making process. More than 90 percent of all generations said they look for deals before making a decision, and more than 50 percent said ads can be influential in their planning process.
“Interestingly, we saw a lot of similarities among the generations of Canadian travellers than we did in other countries, which is good news for marketers looking to attract this audience,” said Wendy Olson Killion, Global Senior Director at Expedia Media Solutions. “Marketers can efficiently reach a broader Canadian audience by highlighting activities and price through appealing imagery and deals, which are important to all generations. This research provides informative insights on traveller preferences and behaviour to help marketers optimize and successfully reach Canadians.”
Gen Z Visit Family, Sightsee, and Prefer Outdoor Exploration
Gen Z travels 21 days a year[i], and although they have a budget in mind when planning a trip, they are the most open-minded when it comes to destination inspiration. They rely on search engines and online travel agencies (OTAs) for planning and booking, prioritize activities and once in a lifetime experiences, and rank highest in the #YOLO mindset (81 percent) and going places where they can explore the outdoors and be active (84 percent).
Destination Indecisive Millennials Prioritize Activities and Price
Millennials travel 26 days a year and they prefer to explore international destinations, as they are most likely to travel beyond their borders (65 percent). Tackling their bucket list, #YOLO experiences and finding off the beaten path locations are important to Millennials, but they also look to fill their itinerary with museums, historical sites, arts and culture more than other generations (71 percent).
Gen X Likes Consistency: They Are the Most Likely Generation to Drive to a Destination and Choose Hotel Stays
Gen X travels 21 days a year, chooses hotel stays more than any other generation, and are most likely to travel by car. More than 50 percent turn to OTAs for planning and booking, and they prioritize activities, deals and the lowest price when booking a trip.
Baby Boomers Are Decisive, Less Budget Conscious and Not Influenced by Social Media
Compared to other generations, Baby Boomers travel the most (28 days a year) and nearly 50 percent have already decided on a destination when they decide to take a trip. They are more likely to take an international getaway than stay within their own borders and are also quite adventurous once they get to their destination. Boomers are less likely than other generations to stay with family or friends, but are more likely to stay in a resort.
More Multi-Generational Marketing Insights
For more findings and insights that marketers can leverage to better reach, engage and convert Canadian travellers, and to view the full study, please visit: bit.ly/canadian-travel
About Expedia Media Solutions
Expedia Media Solutions, the advertising arm of the Expedia group, 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 the Expedia group
The Expedia group (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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[i] Total travel days are estimates based on the calculation of Total Number of Trips Taken Per Year multiplied by Last Vacation Duration in Days