Millennials are anyone between 18 and 34 years old. What's rarely noted is that many of them are married with children - a factor that has a big impact on their travel preferences. This fact should matter to destination marketing organisations, travel websites and apps, and other trade companies. To craft effective digital marketing campaigns, it's important to get the message right. About 57% of American millennials who travelled last year were married and 54% had children, according to a new survey by Resonance, a destination marketing consultancy in Vancouver. The survey of 1,189 people aged 18 to 34 was done online in November 2014 by pollster Insights West. Among the study's key statistics include:
- American millennial travellers tend to take 4.2 trips per year on average, spending an average of $888 on holiday.
- About 29% of millennial travellers have household incomes of between $100,000 and $150,000.
- A significant percentage of millennials with children (37%) also plan to holiday with friends.
- 51% of millennials say they enjoy sightseeing regularly on holiday versus 61% of middle age and 62% of senior travellers.