Contents Conclusion Social Sharingand Shunning Put Offs Holiday Types Booking Travel Inspiration Holiday Motivations Foreword

34 7 4 16 43 25 12 3 2 Foreword and behaviours of today’s travel consumer Understanding thechangingattitudes home rather thanheadabroad. year with many people choosingto stay at sunshine inthehottest summer onrecord last Meanwhile, at homeBritslapped upthe travel industry issufering. or theother, tourists are getting jittery andthe As we wait for politiciansto sortitoutone way life butalso which line we joinat immigration. what doesthat mean? Not justfor day-to-day Sunday lunch.Brexit. Are we inor out? And Then there’s thesubject we all avoid at a worldwide grounding. crashes within afve-month period,leadingto struck twice, with two fatal Boeing737Max warnings of more to come. And tragedy sufered hugelossesandissuedfurther a year, while EasyJet andRyanair have both has issuedthree proft warnings inlessthan These are challengingtimes. Thomas Cook industry. 2019 hasbeenanything butfor theholiday Holidays are for relaxing, butthefrsthalf of A turbulent start competitors. It’s survival of theftfor purpose. themselves upto succeed over their audience. Brandsthat recognise thisset and actaccordingly. You don’t have justone ever to truly understand your audiences at thesamething,it’s more important than with ferce competition all tryingto succeed you can’t give itto us.Inacrowded market, we want, and we will gosomewhere elseif a nuanced picture. We’re picky. We know what There’s still ahugedemandfor travel, butit’s something they just want –it’s aneed. on holiday. And for many, itismore than haven’t suddenly stopped wanting to go as keenly by Britishconsumers asever. We to live,” andover acentury later, that’s felt Hans Christen Andersen wrote “To travel is there isstill oneconstant: we love holidays. chaotic asithasbeenfor thetravel industry, But holdup,don’t pack your bagsjust yet. As Wish you weren’t here?

huge opportunitiesavailable. travel industry to broaden itsown mindto the broadens themind;thisreport will helpthe that are prepared to change with it. Travel set themselves upto succeed are theones The market haschanged,andbrandsthat your marketing activities. generations, which will inform andenhance particularly aboutdiferences between some interesting andsurprisingresults, number of in-depth interviews. It hasrevealed over 2,000UK consumers, bolstered by a qualitative research, featuring asurvey of It’s anextensive piece of quantitative and behind thisGeneration Travel 2019report. them inovercoming them. That’s theethos broad challengesour clients face andsupport We take anaudience-frst approach to the what people want; we askthem. At eight&four we don’t justassume we know It’s timefor achangeof scene. eight&four Managing Director Amy McCulloch

The study was infeldfrom April to May 2019andsurveyed 2,003consumers. An independent study of UK travel consumers commissioned by eight&four. Traditionalists Baby Boomers Gen X Older Millennials Young Millennials Gen Z Age Groups Key our contributors With thanksto

65+ year olds 55-64 year olds 45-54 year olds 35-44 year olds 25-34 year olds 18-24 year olds

3 Holiday Motivations 4 5

Chilling on the beach Culture vulturing

You might expect Gen Z to be Snapchatting while clubbing their faces of. But half Beyond beaches, 25% of Brit holidaymakers choose destinations ofering culture (51%) just want to kick back and unplug with just 4% looking to party. with Gen X and older scoring particularly high (31%).

Gen Z: “My biggest motivation for going on holiday is to get away from day-to-day But hold on to your stereotypes. Because we found that the youngest group and the life and relax.” oldest groups have the most in common. Almost a quarter (24%) of Gen Z stated that their main motivation for going on holiday is a cultural experience. It seems they’re It’s more of a complex picture with Young Millennials. With such a diverse set of more into taking shots than downing shots. interests, these consumers like to pack it in with high-energy holidays, ranging from adventure to parties and pints. Escaping their hectic day-to-day means enjoying out-of-the-ordinary experiences and cutting loose with friends. Only a ffth prioritise lazing on the beach above activities – instead they tend to hit the beach after a big day to enjoy the sunset.

Takeout “With a busy commute and a hectic lifestyle, it’s great

to catch up with friends by

We spend a ridiculous amount of time daydreaming about holidays. But every- one’s daydream is diferent. It’s clear that there are some massive diferences going away. I like to mix between the generations. But our research reveals that it’s not as predictable “ as the stereotypes suggest. things up between relaxation and letting go and having a In many areas, older travellers have more in common with those who have only just stopped going on holiday with their parents. One size Speedo doesn’t ft all. good time.

Young Millennial

Top motivations for holidays 6

UK Consumers My biggest motivation for “going on holiday “ is to get away from day-to-day life and relax.

Gen Z 39% 25% 11% Beach & Culture Celebration relaxation

Top motivations for holidays Young Millennials

22% 16% 13% 12% 10% Beach & Culture Adventure Parties & Celebration relaxation & thrills entertainment Travel Inspiration 7 8 “Unsurprisingly, word of Where we go to Who do we trust? mouth and reviews still reign supreme. be inspired As we’ve already highlighted, a quarter of us are quite happy to take holiday advice from strangers via online reviews. We also listen to our friends and family, with more than a quarter (27%) of those below 45 taking recommendations from their mates, Anna Fawcett, Global Head of We all remember when, if you were interested in a holiday, you’d head to your who share their interests and budget. Marketing, Topdeck Travel local travel agents and let them handle it. Forget Expedia. Shopping around meant standing in front of a window full of cards with “Hot Deals” written in various faming While older travellers are pretty practical, know what they want and trust their own fonts. Times have changed. Holidaymakers are more savvy and take pride in their judgement, under 45s actively seek out inspiration. Their sources include booking ability to track down a great deal. But that doesn’t mean the high street travel agent sites (23% of Millennials), social media adverts and infuencers. is dead. Far from it.

But while it’s natural to assume that all under 25s live through their phones and Today, holidaymakers are inspired by a variety of sources. Online reviews from would be most swayed by what they see online, digital isn’t the biggest infuence. sites such as TripAdvisor (26%), and TV programmes and movies (25%) are the most Just 9% of Gen Z cite social media adverts as a source of inspiration, as opposed to signifcant infuences across the generations. Even when we’re not actively looking, almost a quarter (23%) of Young Millennials, with the same disparity seen in relation we still notice exciting destinations. That said, a quarter of respondents said they to social media infuencers (Gen Z: 7%, Young Millennials: 20%). came up with their holiday ideas themselves.

Meanwhile, although Gen Z aren’t tuning into their radios (2%), the infuence of radio adverts shot up among slightly older consumers (17% of Young Millennials). This is Gen X and Gen Z: possibly down to the growth in popularity of digital radio in that group. closer than you think So where do Gen Z get their inspiration? Not where you might think. 20% of these holidaymakers love a brochure. Not a fully integrated VR headset experience, but a physical brochure with pages made from paper, handed to them by a person, not It’s no surprise that those aged 45 and above were least likely to seek inspiration, Alexa. This is almost as much as the oldest age group (22%). In such a digitally driven with 34% relying on their own ideas. They’re experienced travellers and know world where you can pretty much take over a small country with your phone, maybe their Parthenon from their Pantheon. But almost a quarter (24%) of our least it’s nice to have a real brochure in your hands. experienced travellers, Gen Z, also said they relied on their own ideas. They identify as independent thinkers who are likely to make their own minds up and take pride in doing their own thing.

Click here to watch video 01

Click here to watch video 02 9

“When it comes to inspiration, I would say I get most of mine from Instagram. I’m always

looking. Even if I’m not

actively looking, I always keep an eye out“ for the next best place to get inspired by.

Young Millennial 10

Travel inspiration sources by generation Gen Z Young Millennials Older Millennials Gen X Baby Boomers Traditionalists

30%30%

20%20%

10%10%

0%0%

Recommendations Infuencer & Online reviews Newspaper & Social media TV ads Travel agent Travel guides TV Travel booking Radio Usually have Usually go to from people I know bloggers mags online ads brochures programmes sites a good idea the same place & print & movies myself so don’t so no need look 11 Takeout “Brochures that are heavy on editorial content and storytelling can act as

The bottom line is, there’s no one way to reach all holidaymakers, and it’s a mistake to lump all brand-builders and brand- ‘younger’ travellers into the same group. We spend a lot of time thinking about holidays, often as diferentiators for consumers an escape, before we actually do anything. It’s a leisure pursuit in itself. who are so accustomed

We know that Young Millennials fnd inspiration online, but if Gen Z have their way, the good to purchasing in an online old-fashioned brochure and high street travel agent won’t be going anywhere. Instead, travel environment. brands need to reinvent their physical touchpoints to stay fresh and relevant. They also need to consider non-traditional media channels such as TV programming and partnerships. Natasha Lawrence, Project Director, Contiki

“It’s interesting to read that content on travel booking sites ranks highly for all Millennials as a good source of travel inspiration. This is something more and more travel organisations need to ensure they consider within their marketing mix.

Karl Thompson, Managing Director, Unique Vacations UK & Booking 12 13 Priorities The high street “I don’t often use a travel When it comes to our priorities when Meanwhile, Older Millennials and Recent reports of travel agent closures Information-hungry Young Millennials agent to book my trip, but booking a holiday, the Brits are a nation Gen X placed more emphasis on getting on the high street would suggest that feel that high street travel agents ofer I do occasionally. I found of bargain bloodhounds; we love it. it right (22% and 26%, respectively). ofine agents aren’t appealing anymore. limited information (17%). They share Getting the best deal topped the tables This could be because holidays are a Not so. Overall, the perception of high other groups’ concerns about price (24%) recently that they can get at 26%. But there’s no point in getting a group decision when you have a family. street travel agents was more positive but, conversely, a ffth feel they often “ great deal on a holiday you don’t want. Finding something that everyone will than negative, scoring well on the have access to better deals (20%). a better price than I can So the second most important factor enjoy is a delicate UN-level diplomatic personal touch (23%), being a quicker overall was fnding the holiday that’s mission. and easier way to book (23%), and Once again, we see Gen Z and the oldest fnd myself. I was really just right (21%). ofering expert advice (21%). groups prioritising the same experience. Baby Boomers and Traditionalists will For Gen Z, high street travel agents surprised. There was some variation across the put in the legwork to fnd the perfect But the big downside is that they’re are more personal (27%) and expert generations. Gen Z were the most balance between price and what they often seen as more expensive (26%). (24%). Although a quarter see them as Young Millennial budget conscious (28%), while Young want, with 14% willing to spend as much Consumers expect the middleman to be an expensive option, they don’t have Millennials bucked the bargain hunting time as needed to get the perfect charging a big wedge on top for all their the negative perceptions that Older trend the most (17%). Probably thanks to holiday for the right price. lovely expertise and ease. It feels almost Millennials (27%) and Gen X (34%) share. larger incomes with no kids, mortgages ‘too-good-to-be-true’ that these agents and family days out to budget for. actually could ofer a better deal that This is a rare good news story for the They were also the most infuenced by you can’t fnd yourself. high street. Our research demonstrates positive reviews (11%). that many holidaymakers value talking The group with the most negative view to a real person over endlessly scrolling of the high street is Gen X, seeing them through websites. But travel brands In short, we know what we as expensive (34%) and old fashioned must tackle the perception that they are

(24%). As the frst group to pioneer the more expensive than the internet and want and we want to get the DIY booking approach, becoming your highlight their access to better deals if own agent appears to be ingrained in the high street is to thrive again. best price we can. their psyche.

Baby Boomers and Traditionalists, who are often not as internet savvy as younger holidaymakers, fnd the high street option quick and easy (26%), and value the personal touch (25%). 14 Most important booking factors Perception of high street travel agents Booking UK consumers UK consumers frustrations 26% It seems that, for some, booking their next trip is so maddening that they need a Getting the holiday by the end of it. Across the generations, the vast majority (70%) report a best deal 26% booking frustration of some description, which shoots up to 88% among grumpy “they’re Young Millennials. expensive”

Their biggest gripe is a lack of information about the local area (21%), followed closely by a lack of clarity in the room photos (20%). This may be because, as we’ve already seen, they need to feed their desire for detail. They like to know what they’re getting and, more importantly, they need to know that it’s Instagrammable. 23% 21% “It’s more They were also troubled by too much choice (16%) and, conversely, not enough choice (14%). Not having enough flters available bothered 16%, which could indicate Finding a personal” one way to tackle the perceived issue of too much choice. Not being able to holiday that’s spread the cost of their holiday (15%) and the lack of human interaction (13%) just right also irked them. 23% “It’s quicker & Possibly because they’re more computer literate, fnding booking time consuming easier as they didn’t trouble Young Millennials as much as it did older generations. This didn’t book the bother Traditionalists too much either (12%), but that could be because many are whole thing” booking through travel agents – a ffth said it wasn’t applicable to them. 14% Overall the biggest gripe for everyone was that prices change so quickly (27%). This spending as particularly bothered budget-conscious Gen Z (34%) and Older Millennials (31%). much time as needed to get 21% “They are experts in travel the perfect and ofer in depth advice on holiday for holidays and destinations” the right price 15 Takeout

Overall, it seems that many of the gripes raised across the generations could be Biggest booking frustrations reduced by a better user experience, providing more thorough and detailed information and photos, but with lots of flter options. Make it easy for people to quickly drill down to what they are after.

Being clear around price and special ofers will also help, especially as we know it’s so important for our thrifty holidaymakers to bag a good deal. While online is considered the frst choice to bag a bargain, for many generations the experience is lacking. They see the value in booking in person on the high street, if they can be reassured that they’re getting a great deal.

High street travel agencies need to maintain the personal touch, which they’re uniquely placed to provide, while also modernising to appeal to information-hungry audiences. 70% 88% One sector that can provide inspiration here is automotive, where brands have made a concerted efort to evolve the showroom experience and keep with the times. UK consumers report some kind of Young Millennials report some kind of booking frustration booking frustration 27% 20% 21% 20% 16% 16% Prices change too Time consuming Lack of info on local Lack of clarity on Too much choice Limited number of frequently area & things to do room picture flters 15% 14% 13% Inability to pay Lack of choice Lack of human a deposit & the interaction balance later Holiday types 16 17 The new luxury Playing it straight

Who said that holidays have to be either wall-to-wall luxury or on a shoestring? Meanwhile, Gen Z are less keen to mix up their spending, with 39% never having tried. This could be because they have a tighter budget and are less bothered about their Travellers are waking up to the idea of saving so they can splurge, combining social media presence. Gen X and older age groups aren’t interested either, with 58% not having tried it; they often have more disposable income and can aford to treat budget and luxury elements on the same holiday themselves to the best on holiday.

Millennials Have13% you ever combined luxury and budget7% in one trip? mixing it up Not applicable, I don’t Not applicable, I don’t travel abroad travel abroad

Overall, 42% of those surveyed had combined luxury and budget elements on the same trip; splashing out for an upgrade on a long-haul fight so they can 14% arrive refreshed, or opting for cheaper transport in favour of dropping the dough 13%13% No 7%7% on an Instagrammable room. 45% Not applicable,Not applicable, I don’t I don’t Not applicable,Not applicable, I don’t I don’t79% No travel abroadtravel abroad travel abroadtravel abroad Yes Millennials are the big fans of budget combining, with a whopping 79% of Young 42% Millennials and 59% of Older Millennials taking this approach. Yes 14%14% No No Young Millennials have a range of reasons for combining blow outs with bar- gains. The biggest draw is that it ofers a more diverse experience (32%) – fve 45%45% 79%79% No No in a room one night and fve-star luxury the next. They’re budget conscious too, UK Young Yes Yes and this makes their money go further (29%). 42%42% Consumers Yes Yes Millennials And let’s not forget about the all-important selfes; 12% choose this option so that they can share their luxury experience on social platforms and make their pals back home grind their teeth with .

Click here to watch video 18

Most popular downgrades and upgrades Bargain hunters UK consumers

When it comes to where we’re willing to make cuts, most agreed that transport was the place to save, downgrading airport transfers (57%) and airlines (51%), while more Downgrades than a third would downgrade on entertainment (38%) or excursions (36%).

The most popular things to upgrade show we do love our comforts. As a nation, we’ll happily out on accommodation (29%) and food (22%). Unless we’re out partying all night. Fun-loving Young Millennials are more willing to save on 57% accommodation and food so they can treat themselves to luxury entertainment Airport while Older Millennials are also willing to save on food. transfers & car hire 29% Hotels & accommodation

Takeout 51% Flights 22% It’s safe to say that most travellers want the best they can get for their budget. Combining Restaurants budget and luxury elements allows those who don’t have the bucks to go big for the whole & food holiday to aford the things they really want while saving on elements they’re less bothered about. There’s room to make the most out of this by ofering smaller luxury upgrade elements within a lower budget package or vice versa - allowing everyone a taste of the high life.

The more customisation a travel brand ofers, the more business they’ll ultimately attract. Upgrades 19

“It’s important to have a little bit of luxury experience when you’re on holiday. I like to strike a balance

between prices, so spending a lot and also being on a budget. It all “ comes down to what I can aford.

Young Millenial 90% 88%

80% 79% 79% 79% 75% 71% 69% 69%

57%

52% 90% 90% 53% 88% 88% 49% 43% 41% 40% 41% 20 80% 80% 79% 79% 79% 79% 79% 79% 27% 75% 75% 27% Hyper-personalised: 71% 71% 22% 69% 69% 69% 69% UK consumers a novel approach Gen Z Young Millennials Older Millennials Gen X We’ve all been there – collapsed into a beautiful-looking hotel or cruise ship bed, 57% 57% Baby Boomers only to fnd that the pillows are too soft or the mattress is too hard, we can’t get 52% 52% Traditionalists the air-con to work and the next morning we’re jumping in and out of the shower 53% 53% because it’s either too hot or too cold. It’s not home and, as such, it doesn’t 49% 49% ‘feel’ right. 43% 43% 41% 41% 40% 40% 41% 41% Goldilocks goes on holiday 27% 27% 27% 27%

So are travellers like Goldilocks, looking for the food, chair or bed that feel just 22% 22% right? Do they want a hyper-personalised experience, where everything from air con UK consumersUK consumers and water temperature, through art on the walls, to menus, mattress-type, pillow softness, in-room entertainment and even room scent are personalised? Kind of. Gen Z Gen Z Young YoungMillennials Millennials More than half (52%) are on board with the idea of hyper-personalisation, having either stayed in accommodation that ofered this service, or are interested in Older MillennialsOlder Millennials doing so. But almost 60% don’t want to share their personal data or browsing habitsGen X Gen X to allow hotel or cruise providers to do this. Baby BoomersBaby Boomers

So it’s complex. We love the idea, but some of us don’t like the price of hyper- TraditionalistsTraditionalists personalisation. Gen Z and those aged 45 and over weren’t so keen on hyper- personalisation and were particularly concerned with data privacy (60% and 70% I’m interested in hyper-personalised I’m willing to share data respectively). It seems that for many travellers it’s all a bit Big Brother. accommodation & browsing habits for a personalised stay 21 Take Out “Hotel companies have multiple data touchpoints to track you during your stay. The transition from holding While the idea of having everything just how we like it is broadly this data to using it is a sensitive appealing, allowing that to happen by giving access to our personal data one. Travellers are used to people is a turn of for many. It’s a challenge for holiday companies if they ever want to achieve mass market appeal with this feature. Travel brands remembering how they like their

need to walk a fne line between ofering the premium experience for cofee and serving it to them, but their guests and not getting too creepy and intrusive. are they prepared for AI to save“ and

Marketers must recognise the huge diference between Gen Z and store the same information. Millennial guests, ensuring they don’t take a one-size-fts-all approach. Natasha Lawrence, Project Director, Contiki

Marketers must recognise the huge diference between Gen Z and Millennial guests, ensuring they don’t take a one-size-fts-all approach. 90% 88%

80% 79% 79% 79% 75% 71% 69% 69% 22 I’ve taken a package holiday in the “Regardless of cost, I’d choose57% past 12 months or would consider 52% package53% holidays. It’s great to Package holidays one in the future 49% have everything in one document 43% to avoid 41%lots of printing. 41% When it comes to booking a holiday, the one-stop-shop approach is back 40% with a vengeance over the DIY holiday. The package holiday has reinvented itself to appeal to the modern-day holidaymaker. Gone are the days when Gen Z 27% you’d fnd Del Boy style cocktails with paper umbrellas being served with 27% oily chips, or be packed of onto an excursion bus with no aircon after being 90% 22% upsold by a pushy rep. 88% UK consumers Gen Z Overall, 79% of people have been on a package holiday in the last year, Young Millennials or might in the future. This option was most popular among younger 80% Older Millennials 79% 79% generations, with 89% of Millennials and 80% of Gen Z having been on or Gen X considering a package holiday. But only just over half of Gen X have been Baby Boomers on a package trip recently or would consider it, while 30% of Baby Boomers 71% Traditionalists and Traditionalists haven’t and wouldn’t. 69%

Because they’re worth it

The top reason for choosing a package break across the board is value for money (26%). All-inclusive deals seem to resonate, particularly with younger generations so they can eat and drink till their heart's content without worrying about the bill.

We also like the fact that package deals take the hassle out of organising a holiday (20%) and that they ofer peace of mind and protection if anythingUK consumers goes wrong (18%). This was particularly appealing to Gen Z (27%), our least-Gen Z experienced group of travellers, who value a bit of extra security. Young Millennials Older Millennials Gen X Baby Boomers Traditionalists Taken a package holiday in the past 12 months or might in the future Package holidays I’m interested in 23

35% 24% 23% Love Island love afair UK Cruise consumers

Young Millennials seem to be taking inspiration from their favourite water Difcult cooler shows, with 12% choosing this type of the holiday in the hope of living 35% 29% 26% destinations out their own personal Love Island. Meanwhile, Older Millennials are look- Gen Z ing for entertainment of a diferent sort, with 12% choosing a package deal Solo traveller because they ofer more for families.

31% 30% 29% 27% Safari Where to? Young Millennials Food & drink Overall, cruises (35%), difcult destinations (24%) and safaris (23%) are the types of holiday we are most likely to try as a package. But across the 34% 30% 27% Adventure generations, there is a lot of variation, with diferent specialist holidays & activity appealing to diferent ages. Older Millennials Health & While shows like The Cruise have helped make hopping aboard the most wellness popular potential package choice for Gen Z (35%) along with Gen X and older (39%), Young Millennials like the idea of packages for solo travellers. 39% 27% Family Meanwhile, Older Millennials seem to have found that special someone and holiday settled down, with the biggest group favouring packages aimed at families Gen X and young children (34%).

In general, it’s specialist breaks that appeal as a package, whether that’s cruising, safaris, difcult destinations, adventure, wellness or food and drink. 41% 25% 25% Baby Boomers

37% 22% Traditionalists 24 Takeout “Package holidays come in all diferent shapes and sizes, but where they tend to dominate, Whilst we’ve recently seen package holiday struggling on the sales front, our research shows that it’s not necessarily game-over for their providers. Their popularity amongst rather than share the market, is the youngest holidaymakers suggest a potential area of growth whilst the perception, and thirst, of good value for money held by Brits at large outlines a real selling point. in destinations where travellers Travel brands in this space need to double down on the hassle-free deals, experiences and security they can provide in the space of a few clicks or in-store minutes, diferentiating themselves from longer approaches to holiday planning. are naturally less confdent travelling independently. In these

situations, travellers might opt for the safety“ of an established operator.

Natasha Lawrence, Project Director, Contiki

As the fndings show, protection (peace of mind) “ “ and value for money are key to all generations when looking at a package holiday.

Karl Thompson, Managing Director, Unique Vacations UK & Europe Put Ofs 25 2726 I’m likely to take a staycation Put ofs due to Brexit

We already know that us Brits spend a lot of time daydreaming and planning our holidays. So what might get in the way of that break we’ve been longing for? 10% I never take Brexit staycations

In, out, in, out, shake it all about – it’s no surprise that uncertainty about the future of our relationship with the European Union has caused confusion, concern and a change of plans for some holidaymakers.

Almost a ffth (19%) said that Brexit has made them more likely to take a holiday 26% in the UK. Gen Z were least bothered about the potential Brexit efect, with their Usually holiday 45% attitude matching Baby Boomers and Traditionalists. in the UK No, I’m still anyway likely to holiday Young Millennials were most concerned, with 37% more likely to enjoy a staycation abroad now, with almost a third (29%) of Older Millennials also thinking about holidaying in the UK. Now is the time for UK holiday companies to take advantage of this.

Meanwhile, the 55+ age group are already the biggest staycationers (30%), so are less afected by uncertainty. 19% Yes 27 Takeout “I’m now more inclined to travel outside While almost half of holidaymakers (45%) aren’t of the EU. I just fnd things are so more likely to stick to our green and pleasant uncertain. I’ve heard diferent things land as a result of Brexit, signifcant numbers are, particularly amongst Millennials. 54% where people are talking about needing visas for certain countries where we

Gen Z still likely to holiday abroad

To take advantage of this opportunity, travel didn’t before. I think when these things brands need to consider what kind of things “ appeal to Millennials if they want to capture the happen, it afects the money. I’m more imagination of this demographic. Inspiring and likely now to travel to Asia. reaching this audience needs a very diferent approach to families and older audiences. Young Millennial The Millennial traveller is fond of experiences that fuel their thirst for both storytelling and social currency. Winning with them is about the out-of- the-ordinary and the Instagrammable. Meanwhile, many may also be looking to holiday 37% outside of the EU, combining their thirst for foreign Young Millennials more likely to take a staycation travel with long haul destinations and countries that don’t have uncertainties over visas. 29% Older Millennials more likely to take a staycation Biggest put ofs visiting a country 28 UK consumers

Negative Going green versus associations eating greens Political 64% unrest Mostly, we go on holiday to relax and have a good time, so factors like Gen X were most likely to be put of by damage to the environment political unrest (64%), crime (62%) and a lack of human rights (39%) would (33%), while a lack of vegetarian and vegan food was an issue for Young put you of a particular destination. Millennials (18%) but signifcantly less so for Gen Z. Baby Boomers and Traditionalists most likely to be put of by political unrest (78%) and crime (73%), followed by Gen X (71% for both categories). It seems that, understandably, keeping ourselves and our families safe while on holiday Crime doesn’t pay is a top priority.

Gen Z are the least likely to be put of. But if they are, political unrest (65%) and crime (61%) are the most likely reasons, with a quarter also concerned 62% Crime about damage to the environment (26%). Their concerns those of Rights and wrongs older travellers, with Baby Boomers and Traditionalists most likely to be put of by political unrest (78%) and crime (73%), followed by Gen X (71% There was a lot of variation across the generations about issues such as for both categories). It seems that, understandably, keeping ourselves and human rights, gender and social inequality and LGBTQ+ rights. Young our families safe while on holiday is a top priority. Millennials were concerned about social inequality (24%), gender inequality (21%) and LGBTQ+ rights (17%) but were less concerned than the average about human rights (29%). Most concerned about human rights were Gen X (46%), while this didn’t bother most of Gen Z (11%). Obviously, for some travellers, these issues could afect them personally, whereas for others, they would be concerned about supporting a country whose policies didn’t match their values. Lack of 39% human rights 29 Takeout

Concern about political unrest and crime was inevitably a signifcant factor across all groups, although it was less of an issue for Young Millennials (33% and 39%) than other age groups, particularly those aged 55 and older. Personal safety is paramount for most travellers, who would steer clear of otherwise attractive destinations which seem like they could spell too much trouble.

Holiday providers that are operating in risky areas need to make eforts to reassure their target audiences that they will have a safe experience and stay. More emphasis on the level of security ofered by hotels and the specialist training that staf have received to deal with diferent situations would go a long way in reassuring apprehensive leads.

“Political unrest, a lack of human rights and anywhere deemed to be unsafe would put me of. I decided against a trip to South Africa because of the high crime rate.

Gen X Environmental Not so green 30

Impact The oldest holidaymakers are least concerned about the environmental Steps taken to reduce impact of their trips, with a quarter not considering the environment (24%). environmental impact of holidays They are less likely to book into eco-hotels than other groups (11%) but do Environmental protesters may be hitting the headlines by striking monitor their own behaviour (31%). from school and stopping trafc, but tourists don’t seem to be greatly changing their habits to reduce their environmental impact. Overall, a third were focusing on their own behaviour (30%) and 20% were not considering the environment at all when travelling. Keen greens 7% 10% 11% Donate to ofset your Participate in a beach Book with Airbnb to carbon footprint clean give money to local homeowners Low budget Young Millennials are more environmentally conscious than any other age group, including Older Millennials. Only 12% wouldn’t consider the environment, and they score well above the national average on taking litter pickers green initiatives, including looking at alternative ways of travelling to their 14% destination (20% vs 12% national average), and staying in lower-impact 12% 16% Look at alternative ways to Book with eco-friendly accommodation, whether that’s an eco-hotel (24%), a hotel that contributes Holiday somewhere that arrive at my destination hotels doesn’t require air travel Gen Z have some interest in taking steps to be more environmentally positively towards the local economy (22%) or staying in an Airbnb (22%) to friendly, but not if there’s a cost involved. So, they are most likely to look give money to a local homeowner. Steps to ofer more environmentally- at their own behaviour (33%) or participate in a beach clean while away conscious options would resonate well with this group. Older Millennials are (12%). They’re interested in eco-hotels, but as the most price conscious concerned about the environment too, but less willing to alter their plans to audience, afording these can be a challenge (15%). reduce their own impact. 17% 20% 21% Book with hotels that I don’t consider the None of the above contribute positively to environment when the local community travelling

24% 30% Young Millennials Look carefully at my own 20% 22% book with eco-friendly behaviour Young Millennials look at Gen Z don’t consider the hotels alternative ways to environment when arrive at their destination travelling 31 Takeout “I defnitely like to try and make sure my travel is environmentally friendly so I try and take as few Across the generations, more people are monitoring their own behaviour in relation to the environment. In planes as possible. I am always general there is a desire to be green, but not so much impetus to do a great deal about it. That said, some trying to make sure the airlines are willing to make changes. I’m using ofset carbon or allow It’s likely that many holidaymakers would choose a greener alternative if it ftted in with their plans and you to pay a little extra to do it. budget, and with the increasing awareness of climate change thanks to the likes of schoolgirl protester If I have the option, I’ll choose an Greta Thunberg and activists Extinction Rebellion, this could be an increasingly important market.

eco-hotel every time. I choose Travel brands that are able to tick the sustainability box with genuine proof points that they places that have a positive“ impact communicate clearly are likely to gain the trust and buy-in of customers over those that don’t. on local communities.

Young Millennial Travel brands that are able to tick the sustainability box with genuine proof points that they communicate clearly are likely to gain the trust and buy-in of customers over those that don’t.

Click here to watch video 01

Click here to watch video 02 45% 32 The efect of food “Food doesn’t infuence my choice of holiday destination Food for thought options on destination in anyway” Gen Z choice As a nation of food lovers, we spend a huge amount of our time thinking about, preparing, taking photos of and enjoying our 18% meals. But when it comes to food’s impact on holiday decisions, “I have a food allergy, it’s surprisingly small. Overall, food doesn’t infuence the intolerance or sensitivity and destination of British holidaymakers (41%). need to know I can make safe choices” However, it does make a diference to our enjoyment once 27% (versus 8% UK consumers) we’re away. Knowing that there are plenty of local restaurants serving high quality food (20%) and that we can experiment “I am vegan or vegetarian and Young Millennials with local cuisine (18%) were the most important foodie A taste for travel need to know appropriate factors highlighted. food is available” (versus 12% UK consumers) Younger Millennials are most likely to let food afect their Young Millennials choice of holiday. They are the group with the most special Not fussy eaters diets, with a quarter requiring vegetarian (14%) or vegan (12%) food, and 18% having a food allergy. However, they were also the group most likely to experiment with local cuisine (25%) Gen Z’s attitudes to food are in line with those of Gen X and and for whom local high-quality food was most important above: they are least likely to be infuenced by food in their (28%). Their ideal foodie destination would ofer a good range 16% choice of holiday (45% and 50% respectively), but they are keen of local vegetarian, vegan and non-allergy food, so that they “I am travelling with a young to experiment with local cuisine when they arrive (20%). This can make the most of what’s on ofer in the area. family and need food my suggests that they are happy to give it a go wherever they are, children will eat” but are less bothered about exactly what food is available. Meanwhile, for Older Millennials, travelling with younger (versus 9% UK consumers) children means that 16% need to know that suitable food Older Millennials The over 45s showed no interest in vegan food or concern for their little ones will be available – hardly surprising when 50% about food intolerances afecting their destination and were most kids view anything that isn’t processed and wrapped in “Food doesn’t infuence my least infuenced by food in their choice of destination. breadcrumbs as highly suspicious. choice of holiday destination in anyway”

Gen X, Baby Boomers and Traditionalists 33 Takeout “I defnitely look for vegetarian or vegan food options before I travel. I’ve always made a point of While we aren’t booking with our tastebuds in checking what food options are mind, we want them to be well looked-after when available and what the vegetarian

we arrive. Good quality local food is a big draw. local cuisine choices are. I Those with special dietary requirements don’t wouldn’t book somewhere“ that dominate the market. However, holiday companies doesn’t suit my needs. aiming to attract Millennials might beneft from considering how best to cater for them, allowing them to enjoy suitable local dishes rather than a Young Millennial limp lettuce leaf as an alternative. Social Sharing and Shunning 34 We already know that holidaymakers often take Importance of holidays looking 3635 inspiration for their next trip from social media. But How important is it that your holiday looks good on social? UK consumersgood on social – UK consumers how important is it for them to share on Facebook and Instagram? Are they livestreaming from the poolside all day or do they prefer a digital detox? Extremely important

8% Important

Not oversharing I never share 12% anything on

Almost three quarters of British holidaymakers (71%) don’t think it’s important to social media share their holidays on social media and four out of ten never do.

As we’ve already seen, Gen Z aren’t motivated by destinations that will look good 40% Somewhat in Insta selfes. So it’s no surprise that they, along with Gen X and older, don’t rate this as important (76% and 89% respectively). This is good news if you don’t want important to be poked in the eye with a selfe stick while taking in a Santorini sunset. 9%

Share and share alike Not that important Meanwhile, Millennials feel there’s no such thing as too much information. More than double the national average (43%, vs 20%) believe it’s important or extremely important to share everything from what they had for dinner to a virtual tour of 11% their apartment with their online followers. Only 28% of this image-conscious Not important group think sharing on social media isn’t important. at all 20% 36

We are fully committed to social media “and infuencers as core elements of our overall brand strategy, and we have a strong track record of success. However, it’s essential to have a clear view on both content and channel strategy, based on your brand concept and who you are targeting, for it to be efective. Millennials are clearly the low-hanging fruit, and are a key group for our contemporary ME by Melia

lifestyle brand where we have been able to wow our guests with“ a curated social media experience.

Tony Cortizas, VP of Global Brand Strategy, Melia Hotels International 37 I never share anything on social media 12% 20% 40% Young Millennials Older Millennials Gen X 40% 54% 67% Gen Z Baby Boomers Traditionalists 38

Life’s a beach Most popular types of content to share UK consumers Not everyone is sharing their holidays on social media but when they are, the most popular sharing location is beaches (25%), with this being particularly popular with our plugged in Young Millennials (38%). Next up is taking photos of food (22%), a particular hit among Younger and Older Millennials 23% (42%; 33%). Landscapes are also a popular choice across the 49% generations (21%). Share it all Don’t share anything at all Beach

Young Millennials, our most keen social media sharers, also like to post photos of themselves going out and drinking (32%). 22% 21% And for a bit of balance, is mindfulness or healthy lifestyle content (21%) and exercise and ftness (14%). If they do it, they want a picture of it and they want someone else to see it. Food Landscapes 39

I deliberately take a break from mobile devices whilst on holiday Digital detox Take a break UK consumers

When we go away on holiday, we want to get away from it all, and for Despite, or perhaps because of, their keenness to share so much the majority (61%), that includes our digital devices, for some of the time. through social media, Young Millennials are most conscious of having More than a third of us (36%) limit our time on them, while 13% leave a break from their mobile device (72%) and are most committed to them in their room and 12% go the whole hog and leave them at home. doing so, with 41% leaving them either in their room or back home, perhaps to be safe from temptation. Older Millennials are also like to take a conscious break from being plugged in (65%) but are more 61% Yes Keeping In reach likely to leave their device in their room.

Gen Z are most likely to limit their time on their device (41%) but still like No change for to have it with them. the phone

Older holidaymakers aged 45+ are less committed to taking a break from their mobile devices (57%). This could be because they don’t use them so much in the frst place, so don’t have to go out of their way to break the habit. 39% No 40

We are superglued to our phones, but the more attached we are, the more we recognise the need for a break when we’re away. 41

We’re on a break Family time

People want to take a digital detox for a variety of reasons, but Family time was an important reason for switching of for all the most popular overall reason is to take a break from day- age groups and was the most important reason for Gen X to-day life (38%) and to have quality time with their families (52%) and Millennials (38%). Millennials also recognised that (37%). It makes sense that we would want to put our phones constantly scrolling through a mobile device could be having away and notice where we are and who we’re with when we’re a negative efect on their mental health (31%), while Young actually on that holiday that we’ve been daydreaming about Millennials said they also needed a break from social media for months. Taking a break from technology (28%) and for one’s (28%) and work (28%). mental health (28%) were also popular answers. Holiday, not day-to-day If I leave my phone behind, I can enjoy the Wanting to take a break from the day-to-day was the most popular reason for a digital detox amongst Baby Boomers present moment without (48%) and Gen Z (46%). Gen Z may be in full-time education and fnd this particularly stressful, making a proper break all wondering what everyone the more important. Gen Z is also the group who most need a break from technology (34%), and are amongst the most keen back home is doing. to spend quality time with their families (42%). Gen Z 42 Takeout

People, particularly Young Millennials, have a love/hate relationship with digital devices. While they love to be online at home, they also recognise the need to switch of and concentrate on surfng waves – not the net – while on holiday.

There defnitely seems to be a tension between sharing our holidays with those back home and knowing that one of the things we need from our holiday, to really enjoy ourselves, connect with loved ones and for our own mental health, is to put those devices down.

Holiday providers could try to help people fnd the balance with this. Options include loaning people digital cameras, so that they can take photos without the temptation to connect, ofering a mobile phone ‘creche’ and pager system, with someone on hand to answer calls and pass on urgent messages, a mobile phone amnesty, where people can hand their phone over at the beginning of their holiday and collect it at the end, and mobile-free zones.

“An important topic discussed in the research is mental health and the need to take breaks from both social media and their daily lives. We see this refected in our own research and in our passengers on our trips. Travel is fundamentally an escape so it’s no wonder we are seeing

the rise in digital detox and wellness trips. It’s inspiring to be part of an industry“ that is enabling positive mental health habits.

Anna Fawcett, Global Head of Marketing, Topdeck Travel Conclusion 43 44 Same same Travel is the only thing but diferent that makes you richer

So it turns out we’re all dreaming of the same thing: to be on holiday. But how we While bagging a bargain is going to be always a strong factor, customers recognise plan, book and share our destinations difers greatly, and not necessarily according that there is more to the holiday experience than simply researching from lowest to generation stereotypes. From where we fnd travel inspiration to the way we price to highest. Besides, everyone knows memories from that once-in-a-lifetime combine budget and luxury elements, there are diferent behavioural trends to be trip are priceless. aware of in order to catch the tailwind in a constantly evolving landscape. Customers want to be inspired, even when they’re not expecting it. Every day is Interests cannot be split conveniently into a younger and older audience. One of a window shopping day, when you’ve got several tabs of fight comparison sites the more intriguing fndings from our research is that our youngest and oldest running in the background. So think like a journalist, act like a publisher. Branded holidaymakers have the most in common. What’s more, the biggest contrasts are editorial content needs to excite, no matter the season. Once you’ve captured often seen between the youngest two generations, most likely relating to how customers’ imagination with exceptional storytelling, can you ofer them a Gen Z and Young Millennials use social media and the internet. Millennials have seamless booking experience, from high-street agent to online checkout? shown themselves to be the most diverse and open-minded segment to cater for. Compared to the other generations, it seems they’re tired of being pigeonholed and their attitudes and interests are changing. How marketers pique those interests needs to be as tailored and versatile, while an audience-frst approach is more crucial than ever. A whole new world

After all, like diferent modes of transport, there is no one way to reach all holidaymakers. And as marketers, we must be smarter than simply lumping all Despite the turbulent conditions set out at the start of this report, there are a ‘younger’ travellers into the same group. As we’ve discovered, it’s far more nuanced number of opportunities for travel brands – home and away. The notion of luxury than that. Travel companies will do well to challenge the traditional stereotypes travel is ripe for disrupting as it becomes more accessible, while the hassle-free and make sure they know their diverse audiences inside out, adapting to their all-inclusive looks set for take-of among younger, more cash-strapped tourists. respective needs. Elsewhere, staycations are turning into a mainstay for those who want to dodge passport control, the cruise is making a comeback and eco options will soon become the norm to cater for more environmentally-conscious travellers.

Finding the marketing sweet spot is never plain . As a wise person once said, the journey is just as important as the destination. But the evidence shows that companies with a robust audience focus can expect to arrive at their targets sooner than the competition. For more information about us, our research or to discuss how eight&four might help solve your next brief, please get in touch on [email protected]

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