UK millennials are disrupting traditional models for travel, new research reveals.
Those aged 18 to 34 are more likely to use digital resources, such as review sites to plan and book their travel – 29% versus 21% among those aged 35 and over.
This shows that marketers need to adapt their campaigns to reach this audience, according to travel data platform ADARA which carried out the study.
More than three quarters of UK millennials are dedicated travellers, prioritising travel above any other expense, but are savvy bargain hunters with a penchant for luxuries.
They are more likely to book through intermediaries and are less likely to be in loyalty programmes as they currently exist.
The research shows that 92% love to travel to new places and the majority agree that travel involves new experiences and going off the beaten track.
Unlike their US counterparts, millennials in Europe are more likely to book flights through airline websites – 43% in the UK; 40% in France versus 34% in the US.
They are more likely to book hotels through general travel websites – 54% verses 27% hotel sites.
More than half (51%) of those surveyed agreed that it is not worthwhile signing up to loyalty schemes.
A total of 86% of British millennials prioritise price over airlines when choosing a flight against 71% of those aged 35-plus.
Millennials tend to plan ahead compared to older travellers – they start searching for flights 13 days in advance of booking compared to nine days, to ensure that they get the experience at the best price.
Hotel searches are no different, with a longer window of eight days prior to booking compared to six days for older travellers.
Millennials in the UK fly more and opt to travel in the front of cabin (44% of flights), highlighting that they have disposable funds to spend on luxuries. This is higher than those surveyed in France (32%), Singapore (25%) and Hong Kong (23%).
The study also found that:
• 57% of British millennials are willing to pay for upgrades, compared to 38% of their older counterparts and are more likely to buy in-flight amenities
• 28% of have stayed in a house or apartment rental usinfg the likes of Airbnb in the past year compared to 23% of those 35-plus, rising to 37% among those aged 18-24.
• 82% have stayed in hotels, and they are more likely to prioritise free Wi-Fi and amenities such as a spa and gym
ADARA president of media and chief marketing officer, Elizabeth Harz, said: “Our research shows British millennials are interesting to travel brands in ways they may not have data to support.
“They are travel influencers, helping friends and family make purchase and brand decisions.
“As a group, they are savvy shoppers who are willing to splurge on the right experiences from extra leg room to a cooking class in a new destination.”