Can a smartphone solve any travel problem? Virtuoso luxury travel network explores traveler insights and trends with its first generational travel study.
At the annual Virtuoso Symposium in Hong Kong, the luxury travel network presented a new study on affluent generational travel. Tapping into transactional data from its United States and Canadian-based agency members that spans more than six years and totals over (U.S.) $35 billion, Virtuoso analyzed spending habits and layered this information with input from focus groups, interviews with travel advisors, and studies from research partner Wealth Engine.
Virtuoso’s first generational travel study analyzed spending habits of four distinct generational groups: Millennials, Gen Xers, Baby Boomers and Matures.
Take a look at what Virtuoso found:
- Millennials (ages 22-32):
Currently 90 percent of Millennials book travel online and at the very least, 87 percent use online travel agencies (OTAs) for research and rate comparisons. Their average daily spend is 62 percent lower than Matures. When cultivated, though, that gap closes to just 24 percent. Another bonus, Millennials are actually more loyal than other generations.
As the “me” generation, they expect to be serviced differently. They are time suppressed and over-stimulated with a general philosophy that a smartphone can solve any problem. Engaging them, educating them and showing patience is the key to converting them into good clients.
Nothing cookie-cutter for this group. They strongly favor customized FIT tours and experiences. Given they are still building their careers and likely have less ability to break away from their jobs, they have a higher propensity to book trips within North America.
- GenX-ers (ages 33-49)
This “slacker” generation is the least loyal, perhaps because they came of buying age at precisely the time OTAs came into the picture, shifting loyalty from brands in favor of price shopping. In fact, 82 percent book travel online and 71 percent research their travel through OTAs*. (* source: MMGY Global 2014 Portrait of Digital Travel)
However, they do account for the highest average daily spend while traveling at $627 per day. By comparison, Millennials average $527 per day; Boomers average $522; and, Matures average $471.
Changes in their life stages are strongly reflected in their travel habits. Generation Z (their offspring) factor into travel decisions and schedules, with school calendars largely dictating timing. Their top vacation motivation is having enough time to relax and unwind.
Strongly favor hotel stays. They prefer to stick closer to home and Mexico is a favored destination.
- Boomers (ages 50-68)
While 84 percent admit to having purchased travel online and 72 percent have researched travel through OTAs, they are responsible for the greatest travel spend.
This is mainly because they make up the highest concentration of “ultra-affluent” consumers, meaning they have investible assets in excess of $25 million.
This generation is experiencing a big point of transition and as they retire, travel ranks among their top activities. Their average spend on travel remains relatively constant before growing rapidly again after age 65.
They prefer more diversity in their travels, with 19 percent favoring hotels, 26 percent preferring cruises and 28 percent opting for customized FIT tours.
- Matures (ages 69-89)
Travel factors significantly into the lives of this generation, and they rank as the highest spending travelers in aggregate.
They favor cruises, especially in January. And unlike their GenX counterparts, whose cruising schedules follow school holidays, Matures steadily cruise throughout the year.
Their loyalty remains the highest, too, as they are the most likely to repeat purchase.