151M next-gen travelers will reignite the travel industry
Discover the key insights that will help reimagine the future of travel.
The desire to travel is stronger than ever. In the last several weeks, we’ve seen an increase in key global searches that affirms the peak interest in travel.
We’re eager for global travel to resume. So what will get us packing our bags?
57 percent expect travel bookings to be flexible. Source 5.
Flexibility drives decision-making. To fully embrace travel in a post-pandemic world, people are relying on brands to provide flexible booking, changes, and cancellation options.
Travel Messaging To Use In 2021
COVID-19 Considerations
Besides the right messaging, travel marketers are also revising their health and safety measures to offer contactless experiences and booking flexibility.
A woman wearing a face mask scrolls through her phone as the words ‘Virtual Tours’ animate above her.
U.S. Travel Marketers
Focus on Flexibility
84 percent aligned on offering flexible booking options. Source 9. 31 percent are not set up to offer flexible booking options yet. Source 10.
Millennial and Gen Z generations, or Next-Gen, are the most eager to travel again. These adventurous types consider travel to be vital.
A girl takes a photo of her friend, as the phrases ‘Wild & Free,’ ‘Girls Trip,’ and ‘Travel BFF’ animate on a nearby window.
Next-Gen consists of 151 million millennials and Gen Zers with $350 billion in spending power in the U.S.
To put that into perspective, more than half of Americans are millennials or younger.
They get the most out of their trips by equally prioritizing cost and authenticity.
Gen Zer says, ‘I find out what’s worth going to. If there’s something nearby that’s equally beautiful with the locals, I would just do that instead, at a fraction of the cost.
Next-Gen travelers also seek comfort across all their travel experiences. Solid amenities and reputation are crucial preferences that will surely influence the travel industry.
They love their travel journeys. Digital content is also a key player in Next-Gen travelers’ booking decisions, giving them the tools to be spontaneous during their journeys.
65 percent are inspired by digital content to plan a trip. Source 16.
Next-Gen travelers treasure authentic and unique experiences. “New” and “unique” travel offerings don’t have to be extraordinary to be noted by Next-Gen travelers. Instead, they have to be authentic and reflective of the region.
43 percent seek experiences that are ‘new to me.’ Source 17.
Unlike other generations, Next-Gen travelers don’t base their booking decisions on loyalty. Rather, brands should focus on offering the best value and building long-lasting relationships.
Next-Gen travelers are 1.6 times less likely to belong to an airline loyalty program. Source 18. They are 1.9 times less likely to book a hotel through a loyalty program. Source 19.
Although millennial and Gen Z generations will be at the forefront of future travel, brands can use their preferences to attract a wide range of people. As travel resumes, people will be open to discovering new brands to get the most flexible, valuable, and meaningful experiences.
The words ‘Flexible,’ ‘Valuable,’ and ‘Meaningful’ animate on screen.
Travel Messaging To Use In 2021
Next-Gen
We identified several key words that resonate with specific audiences for brands to leverage in their messaging.
Travel Messaging To Use In 2021
All Generations
Enhance loyalty programs by bringing unique moments to travelers. With the travel industry rebounding back, brands have the opportunity to entice travelers by offering unbeatable opportunities, rather than drawing them in through traditional loyalty programs. Marketers should ensure their current customer relationships are sound while adapting to the new travel mindset.
A mature couple smiles while wearing snorkeling gear on the beach. The words ‘Unique Moments' appear near them.
BY NELSON BOYCE
Managing Director, Travel
Credits
Copy & Design: Grow (Agency); Product Lead: Casey Fictum; Production Lead: Jenny Maughan.