Research MultiGen Travel Trends European Travellers

MULTI-GENERATIONAL
TRAVEL TRENDS
Connecting the Digital Dots:
The Motivations and Mindset of
European Travellers
1
METHODOLOGY
ONLINE SURVEY
Sample Size Data Collection Method

UK: n=1001 Quantitative Survey
Germany: n=1000
France: n=1002
Total Europe: n=3003
Field Work Qualifying Criteria

30 March 7 April 2017 Must have booked online
travel in the past year
2
LAST TRIP LOOK BACK
BY COUNTRY
EUROPEAN
Number of Trips Taken in the Past Year
3.9
TRAVELLERS 3.5 3.5
3.7
TOOK MORE 2.7 2.7 2.6

2.4
THAN 3 TRIPS
IN THE LAST
1.1 1.2 1.1
YEAR 0.8
British and French travellers took the
most personal trips, and French
travellers took the most trips total
Personal Business Total
TOTAL UK Germany France

4
Q9: Typically, how many personal/leisure and business trips do you take per year?
Total (n=3003) UK (n=1001) Germany (n=1000) France (n=1002)
RELAXING
Types of Vacation Taken in the Past Year
TRIPS WERE 62%

55%
POPULAR, 52% 51% 53%
46%
45%
ESPECIALLY
40% 39%
36% 38% 35%
33%
WITH GERMAN
26% 24%
22% 24% 23% 24%
TRAVELLERS 15%
Sight-seeing holidays were also big

with British and French travellers,
while family play trips were only Relaxing Sight-seeing Visiting Family Family Play Romantic
notable with the French Getaway
Notable Difference
5
Q10: What types of vacations have you taken in the past year?
Last Vacation Duration in Days
EUROPEAN
TRAVELLERS
10.2
TOOK ON
9.3
7.9
9.8
AVERAGE MORE
THAN 9 DAYS
FOR HOLIDAY
At nearly or more than 10 days in
length, the last trip French and
German travellers took was
significantly longer than the last
British holiday
6 Q15. How long was your vacation?

Type of Travel to Last Destination
EUROPEANS
59%
65%
57%
LARGELY
54%
TRAVELLED BY
PLANE TO GET
TO THEIR LAST
31% 30%
27%
19%
11% 11%
8%
13% DESTINATION
German and French travellers were
more likely than Brits to travel by car
Plane Car Ride Train Ride
7 Q16. How did you get to your destination?

Notable Difference
6 OUT OF 10
Accommodations of Last Trip
61% 67% 66%

51% EUROPEAN
11% 9% 7% 17%
TRAVELLERS
8% 10% 9%
STAYED IN
9%
Hotel With Family/Friends Resort

HOTELS
French travellers are the least
likely to stay in a hotel, and most
11% 6% 10% 17% 5% 8% 4% 2% likely to stay with family or in
3% 2% 4% 3%
alternative accommodations
Alternative Cruise Other
Accommodations

8 Q17. Where did you stay on your last trip?
Notable Difference
THE MAJORITY 32% 28%
OF EUROPEANS
TRAVEL OUTSIDE
THEIR COUNTRY 68% 72%
ON HOLIDAY 35%
Germans were most likely to travel 44%
abroad, and the French were most
closely divided between a holiday in the
country or elsewhere TOTAL
56%
65%
In my country Outside my country

Q14. Was the trip.? 9
65% 59% 77%
BUDGET WAS A
PRIMARY FACTOR
FOR EUROPEAN
Yes No Yes No Yes No
TRAVELLERS
ESPECIALLY THE
Proportion Spent On Proportion Spent On Proportion Spent On
Hotel 31% Hotel 31% Hotel 22%

Flight 20% Flight 17% Flight 18% FRENCH
Food 16% Food 16% Food 16% Lodging is a significant portion of the
budget for eachespecially for British
Transportation 10% Attractions/Tours 10% Transportation 12%
and German travellerswith the only
Attractions/Tours 10% Transportation 8% Attractions/Tours 11% difference in the top five being
German travellers budgeted more for
Shopping 7% Shopping 8% Shopping 9%
attractions than transportation
Alternative Accom. 3% Alternative Accom. 6% Alternative Accom. 7%
Other 3% Other 4% Other 4%
Q18. Was budget a primary factor when you were researching/ booking your last trip?
10 Q20. What proportion of your travel budget did you spend on each of the following?
LAST TRIP LOOK BACK
BY GENERATION
Number of Trips Taken in the Past Year
MILLENNIALS (Total by Generation)
4.3
TOOK THE 3.8
3.6
MOST TRIPS 3.3
3.1
BOTH
2.8
2.5 2.5 2.6 2.6
PERSONAL 1.5 1.4

AND BUSINESS 0.8
1.1
Gen X followed due to the number 0.5
of business trips they took
Personal Business Total
Gen Z Millennials Gen X Boomers TOTAL

12
Q9: Typically, how many personal/leisure and business trips do you take per year?
Total (n=3003) Gen Z (n=662) Millennials (n=773) Gen X (n=794) Boomers (n=774)
Notable Difference
ALL PREFER
Types of Vacation Taken in the Past Year
(Total by Generation)
RELAXING 57%57% 55%
HOLIDAYS
55% 53%
45% 48%
ESPECIALLY
45% 43% 45%
41% 39%
38% 38% 35%
MILLENNIALS
33% 33%
25% 26% 24% 23%
& GEN X 23% 24%

18%
Boomers were more likely to take 10%

sight-seeing holidays than other
generations, while Millennials were
significantly more apt to go on Family
Play or Romantic Getaways Relaxing Sight-seeing Visiting Family Family Play Romantic Getaway

13
Q10: What types of vacations have you taken in the past year? Notable Difference
Last Vacation Duration in Days
BOOMERS
10.5
TAKE THE
9
8.5
9.1 9.3 LONGEST
TRIPS
At more than 10 days in length,
the last trip Boomer travellers
took was significantly longer
than the other generations,
followed by Gen X and Gen Z
at about 9 days
14 Q15. How long was your vacation?

Notable Difference
OTAS PROMINENT IN TRAVEL PLANNING
Especially for Gen X and Boomers, who also rely more on reviews
Resources Used For Planning Last Trip

54%
48% 51% 49% 50% 51% 49%
46% 49%
42% 41% 39% 39% 39%
36% 38% 34% 37% 35%
30% 30% 28% 26%
23% 24% 23% 24% 21% 21% 22%
Online Travel Agency Search Engines Travel Review Sites Meta Search Site Airline sites Hotel sites
20% 19% 16% 17% 19% 20% 18%

12% 13% 15% 13% 15% 14% 15% 11% 14% 13% 12% 9% 9% 11%
8% 4% 10% 8% 8% 8% 8% 8%
3% 1% 1% 3% 3% 2%
Social Sites Destination Sites Blogs Alternative Travel Agent Car Rental Site Other
Accommodation Sites

Q35: What resources were used for planning your last trip? 15
OTAS LEAD THE PACK FOR BOOKING TRAVEL
Gen X uses OTAs significantly more to book than any other resource
Sources Used To Book Travel Online On Last Trip
50% 52% 50% 49%

43% 43%
39% 36%
30% 34% 31% 29%
24% 26% 29% 28% 27% 26% 24% 24% 25% 24%
18% 21% 22%
Online Travel Agency Search Engine Meta Search Website Travel Review Website Airline Website
16% 13% 19% 15% 16% 16%

12% 9% 12% 14% 11% 13% 11% 10% 11% 8% 9% 8% 8% 8%
2% 1% 3% 4% 3%
Alt. Accommodation Website Hotel Website Destination Website Car Rental Website Other

Q38: Please indicate which resources you used to book travel online on your last trip
16
Type of Travel to Last Destination
PLANE TRAVEL
61% 61%
58% 59% MOST
POPULAR
55%
TO GET TO
21%
25%
29% 31%27%
DESTINATIONS
13% Boomers and Gen X were more likely
9% 11% 8% 11% to travel by car than the other
generations
Plane Car Ride Train Ride
17 Q16. How did you get to your destination?

Notable Difference
HOTELS
Accommodations of Last Trip
58% 65%62% 59%61%

PRIMARY
16%
10% 8% 11% 11% 9% 9% 10% 8% 9% SOURCE OF
Hotel With Family/Friends Resort
LODGING
ESPECIALLY
FOR
11% 9% 12% 11% 11%
3% 3% 2% 4% 3% 4% 3% 5% 7% 5%
MILLENNIALS
Alternative Accommodations Cruise Other Gen Z was the most likely of the
generations to stay with
family and friends
Q17. Where did you stay on your last trip?

18 Total (n=3003) Gen Z (n=662) Millennials (n=773) Gen X (n=794) Boomers (n=774)
Notable Difference
ALL 33% 35%
GENERATIONS
GEN Z MILLENNIALS
LIKE TO
EXPERIENCE 67% 65%
OTHER 34%
36%
COUNTRIES
There is little difference between the GEN X BOOMERS
generations in likeliness of travelling
outside their country
64% 66%
In my country Outside my country 19

Q14. Was the trip.?
BUDGET KEY FOR YOUNGER GENERATIONS
Younger generations allotted more for flights and attractions/tours than the older generations.
79% 73% 64% 54%
Yes No Yes No Yes No Yes No

Proportion Spent On Proportion Spent On Proportion Spent On Proportion Spent On
Hotel 25% Hotel 28% Hotel 29% Hotel 31%
Flight 20% Flight 19% Flight 18% Flight 16%
Food 15% Food 16% Food 16% Food 17%
Transportation 11% Transportation 10% Transportation 11% Transportation 10%
Attractions/Tours 11% Attractions/Tours 11% Attractions/Tours 9% Attractions/Tours 8%
Shopping 9% Shopping 8% Shopping 8% Shopping 7%
Alternative Accom. 5% Alternative Accom. 5% Alternative Accom. 6% Alternative Accom. 6%
Other 3% Other 3% Other 3% Other 6%
Gen Z Millennials Gen X Boomers 20

Q18. Was budget a primary factor when you were researching/ booking your last trip?
Q20. What proportion of your travel budget did you spend on each of the following?
EUROPEAN TRAVELLER
ATTITUDES BY GENERATION
MAJORITY LOOK FOR DEALS & VALUE
Outdoors and activities also high for all except Boomers, and the younger generations like bucket list and relaxing trips
Travel Attitudes (Total by Generation)

Percent of Travellers Who Somewhat Agree/Strongly Agree With The Statement
87% 89% 87%
79% 86% 77% 78% 77%
69% 75% 72% 70%
62% 63% 69% 64% 65% 65%
61% 60% 59%
46% 50% 51%
38%
I look for the best deals and most I'll go anywhere that allows me to You only live once, so taking risks and I often opt for "off the beaten path" I'm all about taking a nap on the
value for my dollar explore the outdoors and be active crossing things off my 'bucket list' is locations and/or recommendations beach, spa treatments and all-day
imperative from locals relaxation
68%
59% 65% 59% 58% 64%
65% 64% 63%
57% 59% 53% 53%
45% 44% 45% 47%
37% 37%
23% 29% 30% 26% 23% 27%
Every vacation is family oriented and I prefer to go to museums, historical I prefer all-inclusive vacations like I plan all my travel around where and I don't like travelling far, as long as I'm
has a specific focus on what will keep sites and arts & culture fills up my resorts and cruises where I don't have what I eat and drink not at work, I'm on vacation
my family entertained and happy travel itinerary to worry about a thing
Gen Z Millennials Gen X Boomers TOTAL Notable Difference

22
Q8 Please select to what extent you agree with the following statements. (Please select strongly disagree, somewhat disagree, somewhat agree or strongly agree for each statement)
WHEN ASKED Activities I will be doing on my trip 192
TO PRIORITIZE
A once in a lifetime experience 167
The cultural experience 157
ACTIVITIES & Outdoor activities 135

131
EXPERIENCES
Going somewhere where I can take memorable
Lowest Price 128
RANKED A place where I can vacation with friends
Feeling pampered during my vacation

126
123
SIGNIFICANTLY Deals and/or special offers 122
HIGHER My food experience
Recommendations from family & friends 99

111
Price and deals still important but

not the most important in choosing
Going somewhere unique that will produce photos 97
a holiday Online reviews from other travelers 91
Professional reviews & recommendations 90
For this exercise, you will go through a small number of different screens where we will ask you to identify which consideration
23
Notable Difference would be most important to you in terms of how you choose a vacation/ holiday and which consideration would be least
important to you in terms of how you choose to purchase a vacation/holiday. Total (n=3003)
ACTIVITIES & EXPERIENCES RANK TOP FOR ALL
Activities especially high for Boomers while Gen Z also looks for bucket list experiences and trips with friends
188 179 194 204 192 181 166 176 157

155 167 167 151 147 153 135 132 139 135 135 138 133 127 127 131 129 122 130 129 128
Activities I will be doing on my A once in a lifetime experience The cultural experience Outdoor activities Going somewhere where I can Lowest price
trip take memorable pictures
141 139 123 131 131 122

118 116 129 126 109 118 124 108 117 110 106 110 119 111 112 106
98 99 98 100 99 88 84 97
A place where I can vacation Feeling pampered during my Deals and/or special offers My food experience Recommendations from family Going somewhere unique that
with friends vacation & friends will produce photos
Gen Z Millennials Gen X Boomers TOTAL Notable Difference
24
For this exercise, you will go through a small number of different screens where we will ask you to identify which consideration would be most important to you in
terms of how you choose a vacation/ holiday and which consideration would be least important to you in terms of how you choose to purchase a vacation/holiday.
ALL
29%
41%
Have already decided on my
GENERATIONS
28%
destination 23%
24%
DECIDING
BETWEEN
57%
48%
Deciding between 2 or more
59%
MULTIPLE
destinations 62%
58%
DESTINATIONS 14%
Millennials especially are deciding 11%
Don't have a destination in
between two or more destinations 13%
mind 15%
when first deciding to take a trip
18%

25
Q23. Which of the following options best describes the way you feel when you first decide to take a trip? (Please select one)
38%
51%
YOUNGER Know exactly how to do it and

don't need any help
31%
42%
GENERATIONS 27%
OPEN TO 57%
DESTINATION Pretty sure I know what to do,

but may need some help and
47%
55%
INSPIRATION
inspiration 63%
66%
More than half of Boomers think

they know where to go and how to 5%
get there, while younger Don't know where to start and 2%
generations looking for ideas
would need lots of help and 3%
inspiration 6%
7%
Gen Z Millennials Gen X Boomers TOTAL 26

Q24. Which of the following options best describes the way you feel when you first start planning a trip/holiday?
INFLUENCERS AND KEY CONNECTION
POINTS FOR EUROPEAN TRAVELLERS
TRAVEL 52%55%
PICTURES BY
46% 47% 46% 45% 41% 42% 42%46% 42%
42% 43% 43% 35% 37% 32% 34%
29% 27%
FRIENDS ON
SOCIAL MEDIA
I see a deal or promotion Travel pictures that are Travel pictures that are Blogs/articles about
posted by my friends posted by experts travel destinations
INFLUENTIAL
TO YOUNGER 31% 32% 30%28% 31% 35%
28% 29% 35%
31%
19% 21%17% 18%19%
12% 12% 8% 10%
GENERATIONS
3%
I watch travel videos I watch travel videos I search for hashtags of I look at where
Deals on social media can be more posted by my friends posted by experts destinations I am celebrities travel
influential to Gen X and Boomers interested in

28
Q29. How does social media influence you? Which of the following influence your decision in booking a trip?
REVIEWS & CONTENT INFLUENTIAL FOR GEN X
Closely followed by Millennials and Gen Z, who also look for deals and talk to fellow travellers
84% 85%
80% 81%
78% 80% 79%
75%
72% 74% 76% 75% 76%
72%
75%
I read reviews of places I want to visit from Informative content from destinations I look for deals before making a decision
sites like TripAdvisor before making my and/or travel brands can influence my
decision decision making process
67% 71% 65% 54% 64% 53% 56% 53% 39% 50%
33% 36% 30%
17% 29%
I talk to people who have visited the place Ads can be influential in my decision making I use loyalty programs in my decision making
before making a decision process process

29
Q32. Please select to what extent you agree with the following statements. (Please select one for each statement)
IMAGERY AND
DEALS IN ADS 53%51% 53%53%
51% 49%
INFLUENCE
48% 48% 48% 46%
43% 43%
40%
GEN Z & 34% 35%

31%
29%
26%
MILLENNIALS
25%
22%24%
14% 14%
Closely followed by Gen X, while 8%10%
ads with informative content and
reviews speak more to Boomers
if they are influenced at all The deals The imagery in The content in The ad includes None of the
advertised look ads looks the ad is helpful reviews above
appealing appealing informative

30
Q32. Please select to what extent you agree with the following statements. (Please select one for each statement)
Notable Difference
COMPUTERS STILL PROMINENT IN THE PURCHASE PATH
When it comes to travel inspiration before booking and during the trip, Gen Z use their smartphone more than the other generations,
followed closely by Millennials
Smartphone Desktop/Laptop Tablet

When Im looking for
inspiration on where to 63% 51% 61% 71% 78% 90%
26% 8% 18% 23% 24% 18%
travel
When Im researching on 76% 76% 83% 91%

where to travel 39% 36% 18% 18% 22% 24% 18%
6%
When Im booking the 82% 83% 87% 93%

travel 20% 21% 9% 3% 11% 16% 17% 9%
During my trip 76% 73% 65% 54%

29% 30% 31% 34% 21% 24% 35% 36%

31
Q47. For each of the following statements, which device(s) do you use? Please select all that apply.
KEY INSIGHTS & MARKETING TAKEAWAYS
Travel imagery is especially impactful to Use compelling imagery when appealing
younger generations whether in social to younger audiences, especially of
media or online ads people who are the same generation
Budgets, deals and value are necessary Lead with unique activities and
considerations for all travellers, but when experiences while providing deals to
prioritizing activities and experiences hold make the decision even easier
more sway
Younger generations are online and mobile, Create a multi-screen strategy with
but computers are still prevalent for all relevant content for how and at what
throughout the purchase journey stage people are using various devices
32
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Research MultiGen Travel Trends European Travellers

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MULTI-GENERATIONAL

Sample Size Data Collection Method

Field Work Qualifying Criteria

TOOK MORE 2.7 2.7 2.6

TOTAL UK Germany France

TRIPS WERE 62%

Sight-seeing holidays were also big

TOTAL UK Germany France

6 Q15. How long was your vacation?

TOTAL UK Germany France

7 Q16. How did you get to your destination?

61% 67% 66%

Hotel With Family/Friends Resort

TOTAL UK Germany France

In my country Outside my country

Hotel 31% Hotel 31% Hotel 22%

PERSONAL 1.5 1.4

Personal Business Total

Gen Z Millennials Gen X Boomers TOTAL

RELAXING 57%57% 55%

25% 26% 24% 23%

& GEN X 23% 24%

Boomers were more likely to take 10%

Gen Z Millennials Gen X Boomers TOTAL

Gen Z Millennials Gen X Boomers TOTAL

14 Q15. How long was your vacation?

Resources Used For Planning Last Trip

20% 19% 16% 17% 19% 20% 18%

Gen Z Millennials Gen X Boomers TOTAL

Sources Used To Book Travel Online On Last Trip

50% 52% 50% 49%

16% 13% 19% 15% 16% 16%

Gen Z Millennials Gen X Boomers TOTAL

Plane Car Ride Train Ride

Gen Z Millennials Gen X Boomers TOTAL

17 Q16. How did you get to your destination?

58% 65%62% 59%61%

Q17. Where did you stay on your last trip?

In my country Outside my country 19

79% 73% 64% 54%

Yes No Yes No Yes No Yes No

Gen Z Millennials Gen X Boomers 20

Travel Attitudes (Total by Generation)

Gen Z Millennials Gen X Boomers TOTAL Notable Difference

ACTIVITIES & Outdoor activities 135

Lowest Price 128

RANKED A place where I can vacation with friends

Feeling pampered during my vacation

HIGHER My food experience

Recommendations from family & friends 99

Price and deals still important but

188 179 194 204 192 181 166 176 157

141 139 123 131 131 122

Gen Z Millennials Gen X Boomers TOTAL Notable Difference

Gen Z Millennials Gen X Boomers TOTAL

YOUNGER Know exactly how to do it and

DESTINATION Pretty sure I know what to do,

More than half of Boomers think

Gen Z Millennials Gen X Boomers TOTAL 26

Gen Z Millennials Gen X Boomers TOTAL

Gen Z Millennials Gen X Boomers TOTAL

GEN Z & 34% 35%

Gen Z Millennials Gen X Boomers TOTAL