Amadeus Report: Four Potential Futures of the Travel Industry

The world is a complex place and we are living in particularly complex and tumultuous times. We’ve looked on plenty of occasions at different trends from the spheres of technology, sociology and politics. We do this in an effort to predict and outline how these trends are going to impact the travel industry. Then we think of ways startups can adapt to meet those challenges.

However, we’ve never looked at the big picture and tried to pull all of the different strands together. Fortunately, that’s been attempted for us by an Amadeus & A.T. Kearney report, titled ‘What if? Imagining the future of the travel industry’.

The report identifies several risks and trends that the travel industry should heed over the next decade.

It even goes as far as to offer four possible world scenarios that could come to pass, outlining how the travel industry would have to adapt to each. Sounds interesting, right?

So let’s get into it.

What are four possible futures for the travel industry?

So let’s start at the beginning. The report argues that there are four global scenarios that travel companies need to start preparing for today. If they want to maximise future growth, that is. These are named after famous artists:
– Picasso
– Dali
– Bosch
– Warhol
The four possible scenarios that travel companies should start preparing for.

The four possible scenarios that travel companies should start preparing for.

As you can see from the graphic above, the report suggests that changes in the travel industry landscape hinge on two separate battles.
The first is the battle between personalised experiences and mass market opportunities. There is no doubt that in the future, advanced technology and artificial intelligence will enable the aggregation of consumer data on a huge scale. Companies will never before have had so much insight into market trends. They should, therefore, become more and more adept at appealing to the masses. But on the flip side, all of this data could be applied on an individual basis, removing the need for the traditional one-size-fits-all approach.
The second conflict is between seamless travel versus increased fragmentation. Freer movement and more open borders will require huge political and social changes. Even on a small scale, governmental cooperation and data sharing between businesses will be needed, from airports and airlines to destination services such as hotels, restaurants and ground transportation.
With a more connected world technologically, it can be done. However, it will have to be done against a rising tide of populist nationalism, security fears and anti-free movement sentiment.
“Technology has never held more promise for the travel industry”, says Alex Luzarraga, VP of Corporate Strategy at Amadeus IT Group. “But the status quo is being turned on its head. There is widespread mistrust and populism.”
“Things we used to take for granted, such as the right to travel across Europe without passports, for example, may be less likely in the future. It is important to evaluate and understand those issues that will continue to confront and disrupt the industry in the coming five to seven years, so we can as an industry be better prepared to deal with those issues, and also stimulate economic growth and success as a result”.

Four possible futures laid out by the Amadeus report

The vast chasm between these possible travel industries of the future reflects how pivotal the current moment in time is. It feels as though we are at a crossroads; faced with huge challenges: climate change, mass migration, rapidly advancing technology, economic inequality, terrorism, populism, isolationism, scepticism over open borders. All of these issues will shape our relationship with travel in the years to come.

Read more: How Will President Trump Affect the Travel Industry

And there’s no telling how things are going to end up. Although we can rely on the continued advancement of technology, we have no way of knowing in which ways it will be applied. Will it lead to seamless travel, a more personal approach and reduced security fears? Or will it be deployed to restrict travel and shepherd the mass market toward a common theme?

Here are the four futures, based on the conflict between seamless travel, fragmentation, personalised opportunities and mass market groupthink.

The Picasso scenario

The Picasso scenario is the closest world to the one we are currently living in. Things are fragmented; the world is marked by the rise of populism and by heightened security concerns. Think Trump’s America, but on a global scale. This has the effect of making more travel destinations off-limits and limits data sharing. Even so, most parts of the world enjoy economic growth.
With more travel restrictions in place and less global insight available to travel companies, there’s less choice for customers and companies will be driven to invest in innovation to reach them through mobile channels. This interaction enables businesses to provide more sophisticated personalized offers.

The Dali scenario

The Dali scenario is arguably the ideal future. It assumes that social attitudes and economic prosperity will create a more favourable environment towards the sharing of data. In turn, privacy laws will be relaxed alongside borders and regulations, which could allow for the ultimate personalisation of travel.
In this model we can expect to see an increased influence of data and technology giants, who have all the insight they need to cater for travellers’ needs.
The dream of the Dali scenario is that travel becomes faster, cheaper and safer. People benefit from lighter security controls at borders, while developing technology will offer real-time information about unexpected events such as flight delays.

The Bosch scenario

In the Bosch scenario, increased fragmentation will force costs up for travel industry operators. Complying with legal, tax, labour and data protection laws across different companies and continents will be a struggle.
We are confronting a fragmented world based on protectionism and distrust. In the face of Bosch’s political environment, it’s likely that travellers will seek comfort in trusted brands and book directly with well-known travel providers. There’s isn’t much room for gambling.
More regulations and security will mean that, despite advancing technology, technology giants will not have as much influence as they would in a seamless world. Smaller travel agencies will still be valued.

The Warhol scenario

The Warhol scenario is characterised by seamless and not personalised travel that considers the implications of strong economic growth in Asia and stagnation in the west. As travel prices become more restrictive and a growing middle class in Asia comes to the fore with less spending power, travellers will tend toward low cost, mass-market trips.
Asian travellers’ tendency towards group travel will also reduce the market for personalised options, even in a world free of barriers.

Will Tech Giants Have a Big Role to Play in the Travel Industry of the Future?

tech industry giants travel industry

Could companies like Google dominate the travel industry of the future?

One interesting result of the Dali scenario is the assumed influence of technology giants like Apple and Google and Facebook. In a seamless world dominated by innovation and integration, they seem like likely candidates to monopolise the travel industry.

Google, in particular, has already stepped into the travel space to an extent with a series of investments in flights, hotels and destination services. So how worried should traditional travel agencies be? Will the current ‘gatekeepers’ take an even bigger chunk of the pie as their role in travel sales increases? Will they take over transactions and become super travel agencies?

According to the founder of Innovation Strategies Miguel Fernandez Diaz, the answer is no, probably not.

There are two reasons for this. The first is that stepping into selling travel packages will lead to technology giants directly competing with their own customers. After all, travel providers struggle without ranking highly on search engines and popping up on social media networks.

The gatekeepers already make a fortune by charging travel operators for various types of marketing and general exposure. The financial gains to be made by stepping directly into the market may be undercut by the lost advertising revenue from companies put out of business.

Second, moving from being the gatekeeper to actively putting together and selling travel packages adds a layer of complexity and responsibility that can be off-putting. Selling travel packages brings with it liabilities and a duty of care to customers – new burdens that might not be appealing.

In sum, it’s unlikely that the incentives outway the drawbacks for the world’s technology giants.

But that doesn’t mean that they won’t grow more influential in the travel industry, even if they aren’t moving into direct sales. That’s because the way things stand, giants such as Google hold the fate of many travel operators in their hands. If you’re not ranking highly in search engines for your chosen market, it’s going to be difficult to get off the ground.

In the future, the increased role of artificial intelligence and personal assistants, such as Google Home, Siri and Alexa, will present the real challenge to travel agents. These personal assistants will know ever more about our lives, our taste, our habits, our finances and our calendars. It’s easy to imagine a world in which our free time and holidays are planned out by these increasingly influential assistants.

The challenge for travel operators then will be to connect to these platforms as efficiently as possible; to, as Skift says, “look for ways to complement the tools that technology platform giants provide consumers, whether that’s providing richer travel content or marrying data sets to provide more personalised service during the booking process.”

One interesting consequence of tech giants venturing into the travel industry could be the loss of neutrality from search engines. If Google Home is planning your trip for you and offering suggestions based on your history, the function of the search engine has evolved and will be significantly more intimate and personalised. Sure, that’s a good thing, but is it fulfilling the promised function of these engines? Would it be giving you access to all the possible options, or just assuming the right ones?

As we become more open to technology and the integration of information, the power of tech giants and their assistant features will become increasingly dominant. So it’s perhaps not the case that travel operators should be fearful of a direct rivalry. The fear should more be about 1.) getting left behind as travellers save time by going through virtual assistants and 2.) not being able to connect efficiently and appeal to these new mediums.

Nobody can predict the future of the travel industry

As we’ve explored in many of our past articles, the travel industry is very much at the whim of emerging trends in technology, economics, geopolitics and society in general. For that reason, it’s impossible to say which of Armadeus’ future worlds will come to pass.

However, some things are clear and some challenges are inevitable. The growing influence of technology giants in the travel process is one of the obvious ones. While it may not come to pass that these ‘gatekeepers’ actually sell their own travel packages, there’s little doubt that they stand to become more influential regarding travellers’ purchasing decisions.

While no travel operator can predict what the future holds, one thing they can do is prepare for a more technologically advanced world in which customers are better informed and better connected. There may not be an appetite for a complete one stop travel shop that tech giants could create, but providers should seek ways to best complement smart assistants, search engines and other tools to stand the best chance of succeeding in tomorrow’s world.

Searchmetrics Study: Travel Industry SEO & Ranking Factors

The battle for search engine ranking is as fierce as it’s ever been. Particularly in the travel industry, where a handful of enormous operators tend to dominate most online travel searches. In fact, many of these operators are themselves becoming the keywords that are searched for. That’s not SEO, it’s just unfair!

So what can travel startups do in the face of such challenges? How can they gain traction and move up search engine rankings? Are there any industry-specific trends that travel hopefuls should be looking to jump on board of?

Travel Industry Search Ranking Factors

New research from Searchmetrics has brought to light some interesting (and no doubt significant) travel industry-specific search ranking factors. We expect that no matter what field you’re in, whether you’re a travel agent, airline, hotel chain or related brands, improving visibility in Google searches will be a priority.

So here’s a summary of Searchmetrics’ key findings…

  • Travel brands rank higher by giving searchers a highly browsable experience

In many ways, this is standard SEO practice. A ‘browsable experience’ is arguably just a fancy way of saying that it’s easy for browsers to move between content, from one page to another. So this will include easy to navigate menus and, we assume, plenty of internal links.

  • Travel brands rank higher by offering easy to gather and compare information

There’s be more detail on this below, but this key point encompasses the usefulness of a particular post or page. Customers are searching for a reason, after all. Easy to gather and compare is arguably referring to having a high quantity of content as well as high quality, as well as pointing out that how it’s formatted is significant.

For example, there are always plenty of list articles and ‘top X’ pieces towards the top of search engine rankings.

  • High ranking pages cover topics comprehensively, using more words and more large images, even if this means pages load a little slower.

This is interesting in one sense, because it suggests that page speed isn’t necessarily as important as it’s made out. Plenty of SEO posts will tell you that too many HQ images will impact upon your page loading speed and lower your ranking in Google search. Apparently not.

Read more: The Changing Trends of Travel Industry Marketing

Covering topics comprehensively, with more words, is again to emphasise the quantity point. People want information, and Google’s best way of gauging how informative an article is is to look at its length. There are obviously other factors, but the number of words will always be significant – they are the table upon which all the other SEO factors are served.

Now let’s get into the detail. The press release included a few interesting quotes from the team at Searchmetrics.

“Google now more accurately determines searchers’ intentions by analyzing the keywords and phrases they enter in the search box,” said Daniel Furch, Head of Content Marketing at Searchmetrics.

This isn’t really anything new, but we assume that the algorithms are getting smarter…. Ah, here we go…

“It knows the context of individual searches – including whether they relate to travel, retail, finance or other verticals – and ensures that results reflect the characteristics that meet the needs of searchers. For travel marketers, as for marketers in other verticals, this means they can no longer focus solely on generalized, universally applicable rules to drive the best search performance. They also have to take account of specific factors that are important in their specific vertical.”

So this suggests that Google is increasingly understanding context when you type something in. If you search for two related terms it may well point you in the direction of the missing link you’re looking for. So perhaps keyword stuffing is officially dead. Google will now pick up on synonyms, related phrases and words in the same lexicon?

The Searchmetrics team put plenty of time into the latest study. They carried out an analysis of the top 20 search results on Google.com for over 6,000 typical travel-related search terms. So these are terms like ‘airline tickets’, ‘vacation rentals’ and ‘budget rental car’.

The team then filtered the results to find the most commonly occurring elements that appear in these travel results. They took a closer look at how they differ from a separate, broader Google ranking factors study, which analyzed the results from 10,000 general, high search volume keywords that apply across all industries.

Read more: How Travel Startups can Compete with Established Marketplaces

5 Key SEO Points for Travel Industry Professionals

Below are five main points from the analysis. These are the things that travel sites should consider when planning their content and SEO strategy. As you can see from the infographic below, the top 5 ranking factors were word count, the number of internal links, number of images, overall content relevance and the number of bullets per list.

Make ‘browsability’ a priority

Travel-related pages that rank higher tend to be more browsable. Essentially this means that they included more internal links. These allow site visitors to easily navigate between relevant content and is basically the opposite of a high bounce rate.

People want to stay once they’ve arrived, which is a great sign for any search engine. This translates well to the travel industry (and makes a lot of sense) because travel searchers are likely to be keen to compare different views and options, and more generally just gather related information about an operator or destination.

So what about the figures? How important are these ranking factors? The study found that travel-related pages ranking in Google’s top 10 results have around 23% more internal links (compared with general results that rank in those positions within its broader ranking factors study).

The number of internal links on a travel page and how highly it ranks were also found to show a high positive mathematical correlation of +0.21. Or, the more internal links on the page, the higher it ranks.

But let’s not get carried away. Having a high number of links isn’t a silver bullet here. Sure, that helps travel pages to rank well, but the priority is to have an intelligent internal link structure, using the menu, sidebars and content – all in a way that guides visitors intuitively through the website.

“Travel-related brands need to ensure their web pages intelligently link to related content throughout their site, so searchers can easily find relevant content and background to help them compare and decide on their travel plans,” said Furch.

Intuitive browsing is especially important when you’re a traveller looking for information, bookings or last minute deals.

“This is not surprising as planning a vacation, for example, involves so many details – from flight times and luggage allowance to insurance, car-hire, and seasonal weather patterns. Searchers want to be able to find answers to all those questions as painlessly as possible.”

Include plenty of large images

As we mentioned above, page loading times hindered by big images didn’t seem to be a factor. In the world of travel the visuals are all important. That potentially explains why search results in the industry prioritised those with big images over those without.

Pages that rank in the top ten Google results for travel-related queries use around 38% more images over 200 pixels per page. Using more larger images can increase the file size and slow down page load times, and Searchmetrics’ analysis indicates that travel-related pages listed in the top ten results have a 40% larger file size and take almost 3 seconds longer to load (travel pages take 10.6 seconds to load on average, while the average across all industries is 7.8 seconds).

So the conclusion we get from this is that Google search is getting smarter. It now knows that travel industry searchers are keen to see higher quality images, not just a streamlined site that loads quickly.

Be comprehensive – Longer posts are good

Here at Travelshift, we’re no strangers to long, wordy posts (sorry). We do it because we like to be comprehensive, but also because we are well aware that long posts tend to rank better on Google searches.

Travel-related pages that rank higher tend to carry more text than other high ranking pages. In fact, Searchmetrics’ analysis indicates that travel results that make it into Google’s top ten results average over 2,500 words per page (yikes!), which is 57% more than in the company’s wider benchmark Google Ranking Factors study (the average across all industries is 1,633 words per page for results that rank in the top 10). This suggests travel marketers should be comfortable using longer copy to go through destinations and topics and in plenty of detail.

We don’t need to tell you that 2,500 words is a lot of content. The challenge for travel industry marketers is to produce copy that hits that word target without being repetitive, boring and uninformative. Challenge accepted.

Longer lists

This is a running theme that goes way beyond the travel industry. Google’s search ranking seems to favour posts that include lists. This is likely because they are deemed to be as informative as it gets. There’s no room for fluff with bullet points. Pages that rank in the top 10 results for travel-related searches have longer bullet point lists – nearly four more bullet points per list than pages in the general results published in the benchmark study. As with the need for longer copy and links pointing to related content, this finding suggests travel sites need to

Pages that rank in the top 10 results for travel-related searches have longer bullet point lists – nearly four more bullet points per list than pages in the general results published in the benchmark study. As with the need for longer copy and links pointing to related content, this finding suggests travel sites need to

As with the need for longer copy and links pointing to related content, this finding suggests travel sites need to prioritise satisfying searchers’ hunger for detailed information. After all, using bullet points makes it easier to assimilate details.  everything from hotel descriptions to holiday packages and car-hire terms.

Think about where in the travel industry you’ve seen bulleted lists before: hotel descriptions, holiday packages, room services, car-hire t&cs. They’re everywhere. If you can master them and tailor them to your niche, you’ll be on to a winner.

Don’t stuff keywords

For a long time in SEO, the aim of the game was to stuff as many keywords, over and over again, into your content as possible.

This largely led to hard-to-read web pages that were nowhere near as informative or entertaining as they should have been. It was also just an easy way for people to cheat the system, and for search engines to return results that were high in keywords but not high in relevancy. Thankfully, as we’ve seen, the system is getting smarter.

Travel pages that rank in the first two pages of Google use the searched-for keyword or phrase far less frequently in the text than other top-ranking pages. The study found that travel results included the searched keyword on the page around half as much as search results on the first two pages for general searches (travel pages in the study mention the keyword three times on average versus 7.4 times for general search results pages). Keyword matching is a simplistic, outdated SEO technique and it seems even less effective in travel, where brands need to be focusing on creating relevant, informative, comprehensive content that addresses the searchers’ needs.

So what’s the lesson here? Keyword matching is a simplistic, outdated SEO technique and it seems even less effective in travel, where brands need to be focusing on creating relevant, informative, comprehensive content that addresses the searchers’ needs.

seo search engine ranking in the travel industry

Looking further down the list of SEO factors

There are a few other important factors that we’d like to draw attention to. These are headings, external links and URLs. All of these can seem like such an afterthought when creating posts and pages for travel industry websites. Putting in headings can seem like such an afterthought, but wow – who knew!

We’re constantly guilty of overlooking the importance of headings especially. But this research shows that it really is the little things that make a big difference to rankings.

External links are another example. Used another article or post as inspiration, or have a page you’d like to share with readers? Do it!

Another important factor in travel industry ranking appears to be the length of the URL. Not too long, not too short, with no filler words – that should do the trick.

Brexit, Millennials and Youth Travel

On the 23rd of June 2016, 52% of the British public voted to leave the European Union in a historic referendum. The consequences for the travel industry, both from a UK and an EU perspective, are only just beginning to become clear.

There are plenty of articles and even a few books detailing the story of the UK’s decision to leave the European Union; countless opinions outlining the whys and the hows. But among all of the analysis is a fact that makes for painful reading for supporters of the European project: There was a huge split in the vote depending on age.

Official UK government statisticians YouGov released a number of telling figures that indicate the divide in British society. Most notable is the difference between the old and the young and their outlook on Europe:

brexit statistics eu referendum

Under-25s were more than twice as likely to vote Remain (71%) than Leave (29%). Over-65s voted in almost exactly the opposite way: 64% of over-65s voted to Leave while only 36% voted to Remain. Among the other age groups, voters aged 24 to 49 narrowly opted for Remain (54%) over leave (46%) while 60% of voters between the ages of 50 and 64 went for Leave.

At a very basic level, the result of the vote appears to be a case of young people, especially Millennials, not being heard. Older generations, particularly those over 65, (also those most likely to be long gone before the impact of the vote bears fruit) decided the outcome of the vote.

Image result for young people brexit

Brexit and Millennials

So what does this say about young people in Britain and how will it impact young people in the UK and around Europe? 

For one thing, it suggests that the UK’s young people are no different to those in their age group around the world: they are open-minded, outward-looking and lean towards integration rather than the closed door of nationalism.

One of the founding principles, or ‘four freedoms’ of the European Union is the freedom of movement: The ability to work, travel, live and love anywhere in the EU.

This translates well into the kind of trips becoming increasingly popular with globally-minded Millennials, such as working on the go, gap year travel, long-term tours, city breaks and immersive experiences.

As it stands, UK negotiations are still underway. Nobody yet knows what the new relationship – if any – will look like when the ‘leaving’ actually happens in 2019. That uncertainty is, in itself, something already having an impact on travel within the European Union. Last month figures showed that there had been a remarkable 96% drop in the number of EU nurses registering to work in the UK since the vote.

That figure suggests that for the foreseeable future Europeans don’t feel particularly welcome in the United Kingdom – at least that’s the case for those intending to live and work, rather than just tourists.

That distinction is an important one. Sure, overall tourism to the UK is a major part of the economy that isn’t going anywhere soon. But travel among young people moving for long-term reasons like work and education could begin to drop off.

brexit and millennials

Survey suggests youth travel in the UK isn’t growing as fast as it should

The Brexit fallout comes at the same time as a stark difference between youth travel in the UK and general tourism becomes clear.

According to the UK’s Office of National Statistics, youth and student travellers coming to the UK contribute £22.3bn to the country’s economy. For the sake of perspective, that’s more than the top 20 football clubs combined or the total made from airline giant Ryanair.

That number didn’t appear to dip as a result of the Brexit result. In fact it has grown at an average rate of 4.7% over the last five years. However, the sector is not growing at the same pace as the country’s overall tourism market, which grew 19% between April 2016 and April 2017.

So sure, youth travel to the UK is growing. But barely. And that’s before the harsh realities of a UK outside of the European Union sets in. So far, the UK travel industry has benefited from a fall in the Pound that’s made inbound travel cheaper for tourists.

But challenges are on the horizon. The British Educational Travel Association (BETA), recently surveyed 336 travel operators in the UK and their overseas partner organisations – in total around 1.5 million youth travellers were represented.

“We did an initial study five years ago which showed a value of £20bn, so it’s gone up, but it’s not where it should be,” said Steve Lowy, chairman of BETA. “There are still massive opportunities, it’s just not growing as quickly and policy could change in a very favourable way, very quickly in a very easy manner.”

One of the things that BETA suggested that would help to grow youth travel to the UK was a more friendly visa application process. But with Brexit on the horizon, it’s more likely that application processes will grow more, not less, complex. 

The report found that youth and student travellers represent 38% of all visitors to the UK. Currently Europe accounts for 77% of all youth travel to the UK, so clearly the Brexit decision and movement policy post-Brexit will have a huge impact on those numbers. In another irony, a third of staff at responding organisations were from the EU.

It’s fair to assume that the weakened Pound is also going to have a reverse effect on UK holidaymakers. Trips abroad have become increasingly expensive as the economic reality of Brexit sets in, which is already having an impact on popular destinations such as Spain and France.

Millennials love to travel, but not the travel industry?

Let’s take a look at the wider picture now. We’ve seen that Brexit is going to have an effect on the UK travel industry. We’ve also seen that it’s going to have an impact on Millennials – perhaps one that goes against the beliefs of many members of that generation.

Those beliefs are our next focus. The travel industry has long been one of the most diverse employers of any developed sector. That fact is symptomatic of an industry based on integration and the sharing of cultural experiences. So why, according to panellists at a recent Institue of Travel & Tourism (ITT) conference, is the industry struggling to attract top young talent?

HR and training consultant Claire Steiner said there was a “disconnect” between travel businesses and students when it came to recruiting. But how is it that such an inspiring industry is failing to attract young people?

She suggested that it might be because many travel operators don’t have systems in place to recruit graduates. Although she also pointed out that there are more ways to go than just standard graduate schemes.

“There are a lot of companies which don’t see the opportunities to employ tourism students,” she told delegates. “Give them work experience, give them projects while they’re doing their degrees.”

There’s no doubt that young people want to work in the travel industry – it’s just a question of engaging them at the right time. That’s where operators have to be proactive, according to Steiner: “They just want to be engaged.”

It’s also getting to the point, she said, where the industry will have to look beyond Millennials and focus on attracting Generation Z.

Why bother employing Millennials?

Travel startups and established operators would do well to realise that Millennials are not far from being the biggest spenders in the industry. With that in mind, having them as part of your team is an easy way to guarantee that you’ll be marketing and speaking to them in the right manner.

Some in the industry are making moves already. One example is Movenpick Hotels & Resorts, who recently created a new advisory board run by millennials. That board will suggest ways to improve how it serves the younger demographic.

Craig Cochrane, senior vice-president of human resources at Movenpick Hotels & Resorts, said that it was a way of making the company future-proof. “It’s something new for us and something we are very excited about. It’s not a PR stunt, it’s an open forum that we have gotten a lot out of and is giving us the pushback we need.”

millennial travel industry

Millennials in the travel industry – Some statistics

Management consultancy firm Boston Consulting Group has reported, perhaps unsurprisingly, that millennials are far more interested in travel than older generations – estimating a 23% rise in interest compared with previous generations.

A 2014 UN report suggested that Millennials make up about 20% of all international travelers. That figure is likely to be larger now, accounting for over 200 million global explorers.

Interestingly, surveys have shown that Millennials are the fastest-growing age segment when it comes to the amount of cash they’ll spend on travel. This is interesting given the context of student loans and reduced home ownership, and serves to underline the importance young people place on travel.

But it’s not just expenditure where Millennials differ. It’s travel behaviour as well…

A study by Phocuswright, a travel market research firm, gave some interesting statistics and insights:

  • More than 70% of millennials took at least one leisure trip in 2013
  • Many take four or five trips a year
  • 66% of millennials think travel is an incredibly important part of their lives
  • 71% of millennials took short jaunts of three nights or less
  • Millennials are twice as likely as older travellers to take trips of 14 or more days

Conclusions

There are a few conclusions to be drawn from Millennials’ interesting relationship with travel.

  • Their passion for travel is being challenged (in the UK and the EU at least) by Brexit
  • The industry isn’t doing enough to bring them in from a proffessional perspective
  • Having Millennials as part of your travel team gives you a greater chance of engaging with what is an increasingly influential market demographic
  • Their global outlook remains undiminished