BANGKOK, 24 November 2017: Travel trends in European markets gain an airing in the latest Expedia Group’s research with a focus on travel to Southeast Asia.
Including AirAsiaGo.com, Hotels.com, wotif.com and other leading online travel brands, the Expedia insights reveal the multi-generational travel habits of European travellers booking travel in Southeast Asia.
European travellers are considered highly valuable as they book way in advance and tend to stay longer when compared to the average traveller.
“We want to help our hotel partners better tailor their offerings to attract this valuable group of travellers,” said Expedia group director of market management, Pimpawee Nopakitgumjorn.
Data from booking sites identifies distinct differences in the ways in which Europe’s Generation Z (Age 18-23), Millennials (Age 24-35), Generation X (36-55) and Boomers (Age 55+) research, plan and book travel.
Below are some highlights from the recent Expedia Media Solutions Research: European Multi-Generational Travel Trends report.
Generation Z European Travellers
As one of the most budget-conscious generations, Gen Z is more likely to start the research and planning process without a set destination in mind. Nearly 80% of Gen Z said either they do not have a destination in mind, or are deciding between two destinations. Compared to other generations, Gen Z use their smartphones more than other devices when they are looking for travel inspiration (63%) and while on their vacation (76%).
Hoteliers looking to inspire and attract more Gen Z travellers need to be visible on mobile devices and participate in uploading mobile promotions across Expedia brands.
“We are helping our hotel partners reach travellers in the way that they want to shop. Over 45% of our worldwide traffic is generated via mobile devices and one in three transactions booked globally was made via mobile.” said Pimpawee.
While 72% of Gen Z travellers said taking risks and crossing things off their bucket list is imperative, 60% are interested in trips that offer naps on the beach and all-day relaxation.
Millennial European Travellers
Millennials travel more frequently than other generations, taking on average 4.3 trips per year. While they take the most trips, the holidays are also the shortest in duration. When asked about their last vacation, Millennial respondents indicated that their last trip averaged 8.5 days. Nearly 90% of them say they look for the best deals when booking, which is in accordance with Expedia’s group data that reveals three out of four bookings made by German, UK and French travellers via Expedia group travel sites were made through travel deal pages.
In terms of interests, millennial European travellers look for cultural experiences, exploring the outdoors, family trips and romantic getaways. The majority in this group (70%) indicated that they are most likely to opt for ‘off the beaten path’ locations and recommendations from locals (70%).
Gen X European Travellers
Gen X travellers are family-oriented and more likely than other generations to use reviews and informative content from brands while researching and booking a trip. Almost 85% read reviews of places they want to visit before deciding.
“Over the years, we have built up a substantial collection of verified hotel reviews from guests who have booked a stay at our websites. We publish these reviews to assist consumers in making their accommodation choice as they are hearing first-hand from others who have stayed at the hotel. This helps them to make informed decisions before they book.” said Pimpawee.
Baby Boomer European Travellers
Boomers are a highly valuable group for hoteliers. They not only take the longest trips at 10.5 days per vacation, they are also the least budget-conscious with only 54% citing budget as a factor when planning their last trip. During the pre-trip planning and booking phases, they rely on OTAs (54%) more than any other resources with computers being their preferred device. Trip activities, cultural experiences and feeling pampered during their vacation topped the priority list for Boomers.