A new study commissioned by Expedia® Media Solutions, the advertising arm of Expedia, Inc., and conducted by Northstar Research Partners, explores the motives and behaviors of British, French and German travelers across multiple generations as they research, plan and book trips online.
Multi-Generational Travel Trends highlights generational comparisons of European travelers across four distinct groups—Generation Z, Millennials, Generation X and Baby Boomers—and examines attitudes toward travel, trip types and priorities, resources and influences, and devices used throughout the trip planning process.
“Europeans are well-known for their passion for travel, and this study illustrates variances in digital traveler behaviors, priorities, attitudes and influences across the countries and generations we examined,” said Andrew van der Feltz, Senior Director, EMEA & APAC for Expedia Media Solutions. “The data provides actionable insights to help marketers more effectively reach, engage and convert travelers from different markets and age groups, and validates the notion that one-size-fits-all advertising does not apply to travel.”
On average, Europeans take 3.7 trips per year, including leisure and business travel, and their last vacation was 9.3 days in duration. French travelers took the most total trips (3.9), for the longest duration (10.2 days) compared to British and Germans. The majority (65 percent) of Europeans travel outside their country on holiday, especially Germans (72 percent), and about 60 percent travel by plane and stay in a hotel. While budget is a primary factor and 86 percent of Europeans claim to look for the best deals, when asked to prioritize how they choose a holiday, activities and experiences far outranked deals and special offers.
Generation Z Travelers: Open-Minded, Mobile and Influenced by Advertising
As one of the most budget-conscious generations in Europe, Gen Z is more likely to start the research and planning process without a set destination in mind, rely on their smartphones when looking for travel inspiration and have an all-or-nothing approach to travel activities. They are influenced by deals and appealing imagery on social media and in advertising, so marketers looking to inspire and convert Gen Z travelers must implement a visually-compelling and integrated cross-device marketing strategy.
