analysis
Where to next?
According to Topdeck Travel, these will be the top travel trends for millennials in the next couple of years:
Cold countries The word ‘winter’ was the fourth most-searched term in 2016 on TopDeck among millennials, with Iceland and Canada climbing strongly up the most-searched countries list.
Asia Asia was the most searched-for destination in 2016 on TopDeck, which it puts down to the fact that it caters for all sorts of travellers — from cooking lessons in Hoi An to visiting temples at Angkor Wat or even tobogganing down the Great Wall of China.
Bali Searches for the Indonesian island have increased sixfold since 2015 according to TopDeck, with travellers no doubt enticed by the prospect of their own Eat Pray Love experience.
Greece Greece offers the perfect combination of all the things millennials look for from a holiday destination, with great beaches, lots of history and terrific nightlife. In 2016, search queries jumped by 177% compared with 2015.
Ibiza The Balearic island has long been known for its nightlife, but that’s not why searches for Ibiza doubled last year; millennial travellers are increasingly also heading there for a quieter experience, beautiful beaches and a relaxed atmosphere.
AUTHENTIC EXPERIENCE Authenticity is key to millennial travellers, according to Contiki’s Jeavons. “They don’t just want to tick items off the bucket list, they also want to see the backstreets. They’re very focused on self- improvement, broadening their own knowledge and becoming more rounded as individuals. And enjoying the authentic experiences that a location has to offer adds to that.” This is supported by a 2016 survey of 18- to
24-year-olds conducted by millennial-focused agency Topdeck Travel. It found that the most important motivating factor behind travel (86% of respondents) was ‘experiencing a new culture’. Expedia’s 2016 study, along similar lines, is also
worth noting. It suggests that while the desire for authenticity is nothing new — older generations have also prioritised experiencing the ‘real’ side of their holiday destinations — what they define as authentic is likely to be rather different. ‘Aſter all, this is the generation that has driven miniature industry revolutions like peer-to-peer accommodation and hashtag-enabled local meet- ups’, the report concludes.
FLYING SOLO A strong, growing trend among millennials is solo travel. Around 60% of travellers with Contiki do so alone, and 60% of those are female. Jeavons
explains: “People’s lives are so busy, sometimes it simply isn’t possible to travel with friends or relatives, but they don’t want to give up on the experience. With our trips, they travel in groups of people the same age, so they still get social interaction, but they aren’t reliant on their friends having the time or money for the trip at the same time as they do.” This isn’t limited to Europe, either — Jeavons
highlights a growing trend towards solo trips to longer-haul destinations, and points out that certain destinations, such as India, see a high proportion of solo female travellers.
THE IMPORTANCE OF SOCIAL MEDIA Technology is a key part of life for many millennials, and its influence extends to travel. G Adventures’ Mead says they’re much more likely than other age groups to look to social media and travel blogs for inspiration for trips. But she adds: “‘Adventure travel’ is still a complicated product, so most millennial travellers will still seek the support of a travel agent before booking. That’s why we sell 80% through agents. Millennials may be inspired on social media, but ultimately they want to know they’re booking with a company that’s going to give them an authentic and cultural experience.” Use of technology extends beyond researching where to go, but also what to share on social
countrybycountry.com | ABTA Magazine
37
IMAGES: GETTY
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76
