Expedia reveals how different generations of Europeans travel

Fun-loving millennials interested in beaches

Compared to other generations, millennial travellers from Europe travel most frequently, but also tend to take the shortest trips, a highlight of an Expedia-commissioned study, released in May, which Expedia Thailand is now flaunting to shed light on travel habits from Thailand’s key European feeder markets.

The study considered French, German and British markets, which make up the most European tourists into Thailand, according to Pimpawee Nopakitgumjorn, director of market management at Expedia group.

Gen Z – adventurous beach bums? 

While 72 per cent of Gen Z travellers said taking risks and crossing things off their bucket list are imperative, 60 per cent are interested in trips that offer naps on the beach and all-day relaxation.

This could explain the popularity of lesser known beach destinations. In line with this, Expedia data show that Koh Lipe, Rayong and Trat have seen a surge in demand with nearly 50 per cent year-on-year growth. Expedia pointed out that these three destinations grew faster than the mainstream tourist destinations – Bangkok (+40 per cent), Phuket (+15 per cent), Pattaya (+30 per cent) and Chiang Mai (+25 per cent).

Fun-loving millennials interested in beaches

The European Multi-Generational Travel Trends report further revealed that Gen Z travellers, being one of the most budget-conscious, are more likely to start the research and planning process without a set destination in mind.

Nearly 80 per cent of Gen Z respondents said either they did not have a destination in mind or were deciding between two destinations. Compared to other generations, Gen Z use their smartphones more than other devices when they are looking for travel inspiration (63 per cent) and while on their vacation (76 per cent).

Millennials – many short trips on a good deal

Millennials travelled most frequently among other generations (4.3 trips per year), but had the shortest durations of stay (respondents on average stayed 8.5 days on their last trip).

The study also showed that 90 per cent of millennial respondents said they look for the best deals when booking a trip. Expedia data shows that three out of four bookings from German, UK and French travellers were made via travel deals.

In terms of interests, millennial European travellers look for cultural experiences, exploring the outdoors, family trips and romantic getaways. Majority in this group (70 per cent) indicated they are most likely to opt for ‘off the beaten path’ locations and recommendations from locals (70 per cent).

Gen X – family-oriented and cautious

Expedia said Gen X travellers are family-oriented and more likely than other generations to use reviews and information from brands while researching and booking a trip.

Nearly 70 per cent of Gen X travellers said that every vacation is family-oriented and focused on keeping their family entertained and happy, while more than 65 per cent said they prefer to fill their itinerary with museums, historical sites, and arts and culture.

More than 60 per cent said budget was a primary factor on their last trip, but more so than other generations, they prioritised deals or special offers as important considerations when choosing a holiday.

Almost 85 per cent read reviews of places they want to visit before deciding, the multi-generational report found.

Baby Boomers – price a lesser factor

Baby Boomers are a highly valuable group for hoteliers, Expedia surmised, revealing that they not only take the longest trips at 10.5 days per vacation, but are also the least budget-conscious with only 54 per cent citing budget as a factor when planning their last trip.

Trip activities, cultural experiences and feeling pampered during their vacation topped the priority list for Baby Boomers.


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