Millennial Travelers Prize Safety Once They Have Children
Millennial travelers, in general, prize experiences over everything else when they chose trips. But one segment of Millennials, parents, rate the experience of feeling safe above all else (61%). It’s part of the reason 9% fewer Millennial families travel abroad vs. all Millennials.
So finds research The Travel Market Report summarized on Aug. 13. In February, the study’s authors at Resonance Consultancy had found that Millennials were the fastest-growing tourist segment and 44% had children. A growing family, though, didn’t slow down their habit — it just altered their destinations. (Generally to beach resorts.)
The Travel Market Report’s story found safety, lower prices and convenience were the top three marketing messages that motivated Millennial parents.
The February research announcement revealed why travel and hospitality marketers should care about Millennial parents:
"Once kids enter the picture, U.S. Millennial parents continue to travel," says Resonance Consultancy President Chris Fair. "In fact, our research shows that in the next two years, close to half of Millennial travelers plan to take family vacations. Family travel is the most popular type of vacation among this travel segment. Given that U.S. Millennials will spend $200 billion in 2018 alone, this is a massive opportunity for destinations and travel operators."
As for what “convenience” means to a Millennial parent, the Travel Market Report says:
“Other aspects of convenience include accommodations being close to a beach, the quality and number of nearby restaurants, and ease of getting around using public transportation. In one question, 51% of Millennials with children said that ‘proximity to must-see attractions’ was important to choosing where they would stay, behind free internet/WiFi access (68%), a swimming pool (59.7%) and privacy (57.2%).”
What do you think, marketers?
Please respond in the comments section below.
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