Generational Travel

Another big year in travel in 2019

Insights, News

As we gear up for another big year in travel in 2019, this week we’ve broken down the trends and habits of Australian travellers.

Online travel booking site Expedia has gathered data to demonstrate the different approaches each generation takes towards travelling. While it can be easy to jump to conclusions based on generational stereotypes, the statistics are at times surprising. For example, Generation X is the most likely generation to travel domestically, despite this generation presumably having more financial means than Generation Z, who are the most likely to travel internationally.

We are always looking at ways we can tap into specific markets (including specific generations), so it is important for us to constantly be aware of the ways generations are breaking the mould. For example, while the cruise market has typically been dominated by Baby Boomers and Generation X, data from Allianz Global Assistance shows the number of Australian Millennials choosing to spend their holidays cruising has seen a staggering increase of 118% between 2015 and 2017. The Cruise Lines International Association also predicts Generation Z will be a significant market for cruising in 2019.

Below are some of the key takeaways from Expedia’s data, demonstrating the choices each generation is making and the ways in which they are influenced to make these decisions:

Generation Z (people born after 1996)

  • Travel 37 days a year on average
  • The most likely to travel internationally
  • Opt for “off the beaten track” locations and/or recommendations from locals
  • Embrace a ‘you only live once’ mentality – taking risks and focusing on crossing things off their travel wish list

Millennials (people born between 1977 and 1995)

  • Two-thirds of millennials either do not have a destination in mind when beginning to plan a trip, or are considering two different destinations
  • Millennials prefer to fill their itineraries with museums, historical sites and arts and culture
  • More than half said ads with appealing imagery can influence them, and they consider Facebook the most influential social media platform for travel inspiration

Generation X (people born between 1965 and 1976)

  • Most likely to travel domestically
  • Travels less than the other generations on average
  • Tend to book trips skewed towards relaxing vacations and visiting family
  • Over half book their travel with an Online Travel Agent

Baby Boomers (people born between 1946 and 1964)

  • Baby Boomers are the most destination decisive with 67% saying they had already decided on a destination when beginning to shop for travel
  • Social media does not influence them – more than half said ads with informative content can influence them

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