Expedia Media Solutions Study Compares the Motivations and Mindset of European Travelers Across Gen Z, Millennials, Gen X and Boomers
BELLEVUE, Wash., May 17, 2017 – A new study commissioned by Expedia® Media Solutions, the advertising arm of Expedia, Inc., and conducted by Northstar Research Partners, explores the motives and behaviors of British, French and German travelers across multiple generations as they research, plan and book trips online.
Multi-Generational Travel Trends highlights generational comparisons of European travelers across four distinct groups—Generation Z, Millennials, Generation X and Baby Boomers—and examines attitudes toward travel, trip types and priorities, resources and influences, and devices used throughout the trip planning process.
“Europeans are well-known for their passion for travel, and this study illustrates variances in digital traveler behaviors, priorities, attitudes and influences across the countries and generations we examined,” said Andrew van der Feltz, Senior Director, EMEA & APAC for Expedia Media Solutions. “The data provides actionable insights to help marketers more effectively reach, engage and convert travelers from different markets and age groups, and validates the notion that one-size-fits-all advertising does not apply to travel.”
On average, Europeans take 3.7 trips per year, including leisure and business travel, and their last vacation was 9.3 days in duration. French travelers took the most total trips (3.9), for the longest duration (10.2 days) compared to British and Germans. The majority (65 percent) of Europeans travel outside their country on holiday, especially Germans (72 percent), and about 60 percent travel by plane and stay in a hotel. While budget is a primary factor and 86 percent of Europeans claim to look for the best deals, when asked to prioritize how they choose a holiday, activities and experiences far outranked deals and special offers.
Generation Z Travelers: Open-Minded, Mobile and Influenced by Advertising
As one of the most budget-conscious generations in Europe, Gen Z is more likely to start the research and planning process without a set destination in mind, rely on their smartphones when looking for travel inspiration and have an all-or-nothing approach to travel activities. They are influenced by deals and appealing imagery on social media and in advertising, so marketers looking to inspire and convert Gen Z travelers must implement a visually-compelling and integrated cross-device marketing strategy.
Millennial Travelers: Frequent, Deal-Driven Explorers
Millennials travel more frequently than other generations and while nearly 90 percent say they look for the best deals, they have a broad range of interests, focusing on exploring the outdoors, cultural experiences, family play trips and romantic getaways. Travel marketers can highlight local culture, experiences and cuisine, as well as discounts and deals, when targeting Millennials.
Gen X Travelers: Family-oriented, Affinity for Outdoor Activities
Gen X are family-oriented and more likely than other generations to use reviews and informative content from brands while researching and booking a trip. While less Gen X travelers say that budget is a primary factor than younger generations, they still prioritize deals and look for value. Feeling like they’re getting the most bang for their buck may be key to converting Gen X travelers, so marketers should consider highlighting value-driven messaging and informative reviews to influence this generation during the purchase journey.
Boomer Travelers: Review Readers, OTA Aficionados
While Boomers are more likely than other generations to know where they want to go and how they’re going to book when they decide to take a trip, they still seek help and inspiration during the planning and booking process. Given that fewer Boomers said budget was a primary factor when planning their last trip, marketers looking to inspire and engage Boomers should focus on informative content like reviews and local activities in advertising, with less emphasis on deals.
For more multi-generational findings and insights on reaching, engaging and converting European travelers, and to view the full study, please visit: http://bit.ly/eu-multigen-trends
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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