Multiple studies are showing that travel is a priority for Millennials and Gen Z. As Millennials start turning 40, they’re becoming one of the most important travel audiences while Gen Z is also making big travel moves, despite having less disposable income.
YouGov’s insights support these findings with 44% of travellers aged 18 to 34 saying travel is more important post-pandemic – up from the 35% global average.
Interestingly, it’s the young, affluent travellers who are most likely to agree that travel is a bigger priority now. 54% of high earners under the age of 35 say travel is more important since the pandemic.
UK travellers less likely to agree travel more important
If we segment the global data by nations phone number database travellers in the UAE are most likely to agree that travel is more important since the pandemic (58%). However, travellers in the UK are less likely to agree with this statement (26%), falling below the global average – along with many of its European neighbours.
In fact, Italy and Spain are the only European nations posting responses above the global average of 35% with 41% and 40% respectively.
After the UAE, travellers in India were most likely to agree with this sentiment (57%), followed by Hong Kong (47%) and Singapore (41%).
Travel spending is up – and so is group travel
We’ve also seen plenty of studies over ten tips to optimize your cold email calls to action the past year reveal that people plan to spend more on travel and travel more often after Covid. Again, YouGov’s insights back this up, finding that increased spending is the joint-biggest change in travel habits.
YouGov asked global travellers how their travel activities have changed over the last 12 months. Increased spending tied with travelling in groups of family members and/or friends as the two biggest changes to travel habits since the pandemic
13% of global travellers are spending more on trips while another 13% are taking more trips with family members and friends.
Aside from spending more money and taking
more trips with loved ones, travellers are also belgium business directory ticking dream locations off their bucket lists (11%). They’re also taking longer trips (10%), taking more trips than usual (9%) and working remotely while travelling more often (8%).
Keep in mind that these insights are global so you’ll need to adapt your campaign strategies for different markets. For example, travellers in Europe once again buck the global trend of working remotely while they travel.
“Comparing the data by countries, the appetite for mixing work with leisure and workations (working remotely whilst on vacation) is stronger in the UAE (18%), India and Mexico (17%) and Indonesia (15%), and less pronounced in the European markets (GB 4%, France and Germany both 3%).”
This is an important reminder to always contextualise the data you use to inform decisions. Always be careful of blanket statements and delve deeper into the data to find out what the numbers are really telling you about your target audiences.
