The Insight Files
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Consumer trends and news curated by Tourism Australia
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Millennials leading multigenerational travel

Millennials leading multigenerational travel | The Insight Files | Scoop.it

New research suggests the generational cohort, which thus far has been characterised as individuals seeking unique experiences on their own terms, is even more interested in travelling with family members than preceding generations. The MMGY Global 2015 portrait of American travellers showed that millennials took an average of 2.6 trips with children in the past 12 months as opposed to 2.2 similar trips for Generation Xers and two trips for baby boomers. Preferred Hotels and Resorts found the same, with a recent survey highlighting an overwhelming percentage of millennials (91%) saying a multigenerational travel is something they try to take every year. Millennials are driving multigenerational travel, preferring to spend money on experiences like travel far more than previous generations. Find out more.

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How to sell multigenerational travel

How to sell multigenerational travel | The Insight Files | Scoop.it

While much has been said about the power and importance of Millennials as a driving force in travel sales, there is plenty to be gained by focusing on the other end of the spectrum as well. Baby Boomers and mature travellers are growing in both numbers (at twice the overall population growth rate, in fact) and influence. According to the U.S. Census, there will be 80 million grandparents by 2020, accounting for nearly one in three adults. In addition, these grandparents are widely expected to work longer, have higher incomes, and spend more on discretionary products and services than their predecessors. They, more so than parents (35% vs. 25%), are inclined to pay for multigenerational trips to help family members enjoy a holiday they otherwise could not afford. And as the number of grandparents continues to increase—this demographic segment is growing at twice the overall population growth rate—multigenerational travel will also continue to grow. Click here to read more.

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