CHINESE MULTI-GENERATIONAL

TRAVEL TRENDS
Travel Habits and Behaviors of Generation Z, Millennials,
Generation X, and Baby Boomers
METHODOLOGY Data Collection Method
Quantitative Survey
ONLINE SURVEY Field Work
30 March – 7 April 2017

Qualifying Criteria
Must have booked online
travel in the past year

Sample Size | Total: n=1000

Chinese Travellers
Generation Z (n=270) Generation X (n=255)
Millennials (n=275) Boomers (n=200)

Generational Ages
Generation Z = 18-23 Generation X = 36-55
Millennials = 24-35 Boomers = 56+

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HOW THEY
TRAVEL
BOOMERS TAKE THE
LONGEST TRIPS
While Boomers are not travelling as frequently as other generations, they make up for it in trip length

Total Number of Trips Taken Per Year Last Vacation Duration in Days

7.3
5.8 5.8 6.1 6.3
5.4 5.1 4.5

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+) Notable Generational Difference

Q9: Typically, how many personal/leisure and business trips do you take per year?
Q15. How long w as your vacation? 4
 15%

ALL 30%

GENERATIONS
SHOW A
GEN Z MILLENNIALS
(18 - 23) (24 - 35)

STRONG 70%

AFFINITY TO 85%

TRAVEL 31%
DOMESTICALLY
33%

GEN X BOOMERS
(36 – 55) (56+)

67%
69%

In my country
5 Q14. Was the trip….?
RELAXING AND SIGHTSEEING
ARE VACATION MUSTS
Millennials and Gen X prioritize family play and Millennials also enjoy bleisure trips

81%
73% 75%
67% 68%
63%
60% 59%
55% 53% 51%
45%
39% 41%
31% 30%
28% 26%
22%
19%

Relaxing Sightseeing Family Play Bleisure Romantic Getaway

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+) Notable Generational Difference

Q10: What types of vacations have you taken in the past year? 6
TRANSPORTATION IS FAIRLY SIMILAR
ACROSS GENERATIONS
Most travel to their destination by plane, though train trips show some popularity as well

Plane Train Car Ride

70% 69%
65%
60%

22% 24%
17% 18%
10% 10% 8% 9%

Australia Canada US

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q16. How did you get to your destination? 7

ALL GENERATIONS PREFER
HOTEL STAYS
Boomers show a slight preference over other generations for staying with family and friends

76% 77%
72% 73%

13% 13% 11%

10% 10%
7% 6% 5% 5%
3% 2% 2%

Hotel Resort With Family/Friends Alternative Accommodations

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+) Notable Generational Difference

Q17. Where did you stay on your last trip? 8

YOUNGER TRAVELLERS MORE APT
TO BUDGET
Travellers allocate as much on attractions, food, and shopping as flight and hotels while Millennials
spend the most on shopping

Budget a Primary Factor?

84% 86% 77% 76%

Yes Yes Yes Yes
No No No No

Proportion Spent On Proportion Spent On Proportion Spent on Proportion Spent on

Hotel 18% Shopping 18% Hotel 19% Hotel 19%
Food 17% Hotel 17% Flight 16% Food 17%
Attractions 16% Attractions 16% Shopping 16% Flight 15%
Shopping 15% Food 16% Food 15% Shopping 15%
Flight 14% Flight 14% Attractions 14% Attractions 14%
Transportation 11% Transportation 10% Transportation 11% Transportation 13%
Home sharing 5% Home sharing 5% Home sharing 5% Other 5%
Other 4% Other 3% Other 4% Home sharing 3%

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q18. Was budget a primary factor w hen you were researching/ booking your last trip?
Q20. What proportion of your travel budget did you spend on each of the follow ing? 9
YOUNGER GENERATIONS BOOKED
VACATION MOST RECENTLY
Last Time Booked Travel

62% 60%
55%

40%

30%
25% 26%
22% 23%

12% 14% 13%

7% 6%
4% 2%

Less than 3 months ago 3-5 months ago 6 months ago A year ago

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q7: When w as the last time you booked travel on a travel w ebsite for a personal vacation/holiday? 10
TRAVELLER
ATTITUDES AND
INFLUENCES
GEN Z, MILLENNIALS, AND GEN X
ARE DESTINATION INDECISIVE
Boomers are the most likely to have a destination in mind

Don’t have a Deciding between 2 or Have already decided

destination in mind more destinations on a destination

56%

49%
48%
46% 47%
45% 43%
40%

7% 7% 7% 5%

Australia Canada US
Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+) Notable Generational Difference

Q23. Which of the follow ing options best describes the w ay you feel w hen you first decide to take a trip? (Please select one) 12
OTAs AND SEARCH ENGINES ARE
LEADING PLANNING RESOURCES
Gen X also turn to travel review sites for planning

67% 69% 69%

60%
53% 54%
50% 49% 47%
44% 43% 43% 44% 43% 43% 45%
42% 41%
33% 35%
32% 32% 30% 31%

Online Travel Agency Search Engines Travel Review Sites Comparison Travel Sites Discussed With Hotel Sites
Friends/Family

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+) Notable Generational Difference

Q35. Please indicate all of the resources you used when you planned your last trip? (Please select all that apply) 13
OTAs CONVERT THE MOST TRAVELLERS
ACROSS GENERATIONS

70% 72%
63%
59%

30% 29% 29% 28% 28%

25% 23%
20% 19% 21%
12% 13% 12%
7% 9%
4%

Online Travel Agency Hotel Sites Airline Sites Home Sharing Sites Car Rental Sites

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q38: Please indicate w hich resources you used to book travel online on your last trip 14
 VALUE AND EXPLORATION DRIVE
TRAVELLER SENTIMENT
Family oriented vacations also rank high in consideration

Percent of Travelers Who Somewhat Agree/Strongly Agree With The Statement

95%
90% 91% 92% 90% 90% 89% 85% 87% 86%
83% 84% 83% 82% 84%
71% 77% 76%
73%
64%

I look for the best deals and most value for my I'll go anywhere that allows me to explore the Every vacation is family oriented and has a I prefer to go to museums, historical sites and I plan all my travel around where and what I eat
dollar outdoors and be active specific focus on what will keep my family arts & culture fill up my travel itinerary and drink
entertained and happy

80% 83% 84%

74% 70% 69% 73% 72%
65% 66% 69% 66% 64% 62% 64%
61%

30%
27% 23% 25%

You only live once, so taking risks and crossing I prefer all-inclusive vacations like resorts and I'm all about taking a nap on the beach, spa I often opt for "off the beaten path" locations I don't like travelling far, as long as I'm not at
things off my list is imperative cruises where I don't have to worry about a treatments and all-day relaxation and/or recommendations from locals work, I'm on vacation
thing

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q8 Please select to w hat extent you agree w ith the follow ing statements. (Please select strongly disagree, somewhat disagree, somewhat agree or strongly agree for each statement) 15
 VALUE, EXPLORATION IMPORTANT BUT DON’T RANK WHEN
TRAVELLERS PRIORITIZE HOW THEY CHOOSE VACATIONS
Younger generations look for travel experiences with pampering, fun and friends, while Boomers value activities

Most Important Considerations

183 178 177
170 165 166 170 169 165
159 158 159 160
153 156 156 152 149
141 143 143 145
129 129

Feeling pampered during Activities I will be doing A once in a lifetime A place where I can My food experience The cultural experience
my vacation on my trip experience vacation with friends

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+) Notable Generational Difference

For this exercise, you will go through a small number of different screens where we will ask you to identify w hich consideration would be m ost important to you in terms of how you choose a
vacation/ holiday and w hich consideration would be least important to you in terms of how you choose to purchase a vacation/holiday. 16
SOCIAL MEDIA IS INFLUENTIAL
ACROSS GENERATIONS

85% 83% 81%

76%
69%
64%
55%
51% 49%
42% 44%
41%

13%
9%
4% 6%

Wechat Sina Weibo QQ I am not influenced by social media

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q28. Which of the follow ing social media sites influence or inspire your decision making process in booking a trip? (Please s elect all that apply) 17
 DEALS AND REVIEWS CAN HELP
TRAVELLERS CONVERT
Informative content about destinations closely follows in influencing travellers

96% 94%
93% 93%
91% 90% 91%
88% 87% 87% 88%
86%

I read reviews of places I want to visit from sites like TripAdvisor Informative content from destinations and/or travel brands can I talk to people who have visited the place before making a
before making my final decision influence my decision making process decision

86% 89% 87% 90% 87% 84%

83% 81% 78% 77%
73% 67%

I look for deals before making a decision I use loyalty programs in my decision making process Ads can be influential in my decision making process

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q32. Please select to w hat extent you agree w ith the follow ing statements. (Please select one for each statement) 18
YOUNGER GENERATIONS ARE INFLUENCED THE MOST BY
IMAGERY AND INFORMATIVE CONTENT IN ADVERTISING

72%
69% 68% 68%
64% 62%
55% 54%
46% 47% 48% 47%
45%
42%
38%
31%

9%
3% 4% 5%

The imagery in the ad looks The content in the ad is The deals advertised look The ad includes helpful reviews None of the above
appealing informative appealing

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+) Notable Generational Difference

Q33. How can ads help influence in your decision making process? (Select all that apply) 19
ALL GENERATIONS USE
SMARTPHONES IN-TRIP
Younger generations use smartphones at all stages of their trip while Boomers switch to smartphones in-trip

Smartphone Desktop/Laptop

When I’m looking for inspiration 83% 80%

61% 56% 61% 66%
39% 48%
on where to travel

When I’m researching on 63% 71% 76% 79%

48% 52% 38%
where to travel 34%

60% 57% 62% 63%

When I’m booking the travel 55% 42% 47% 47%

79% 84%
During my trip 73% 76%
18% 28% 24% 19%

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q47. For each of the follow ing statements, which device(s) do you use? Please select all that apply.
Total (n=8006) UK (n=1001) Germany (n=1000) France (n=1002) China (n=1000) Japan (n=1001) Australia (n=1000) Canada (n=1001) US (n=1001) 20
KEY INSIGHTS FOR CHINESE GENERATIONS
Gen Z
Gen Z averages 31 travel days per year, and nearly half are
deciding between two or more destinations. When it comes to
choosing those destinations, 96 percent of them say social
media plays a role in influencing them, more than any other
generation.
Nine in 10 Gen Z travellers read reviews before making a travel
decision and nearly half said ads with helpful reviews can
influence them when making that decision.
Gen X
Gen X are the most likely generation to travel abroad (33
percent), and allocate the largest percentage of their budget to
their hotel. And whether domestic or international, more than half
of Gen X take family play vacations or trips geared toward kids’
activities.
Of all the generations, Gen X are the most likely (72 percent) to
use OTAs to book online travel and 55 percent do so within 3
months of their departure.
Millennials
Of all the generations, Millennials travel the most, with 35 travel days
a year, and more than 30 percent travel internationally. While
travelling, they allocate the largest portion of their budget to shopping
(18 percent), followed by hotel, attractions or tours, and food.
More than 93 percent of Millennials said informative content from
destinations and travel brands can influence their decision, and
more than 68 percent said ads with appealing imagery and ads with
informative content can also influence their decision.
Boomers
For Boomers, budget is less likely to be a primary factor when
researching and booking a trip, and while more than half had already
decided on a destination, 90 percent of them said that informative
content from destinations and travel brands can influence their
decisions.
For their preferred vacation types, 87 percent of Boomers like to fill
their itinerary with museums, historical sites, and arts and culture,
and 84 percent said they prefer all-inclusive vacations.
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KEY TAKEAWAYS
Gen Z are Food and Drink Aficionados Who Prefer
Relaxing at the Beach or Sightseeing

Millennials Plan Travel Around Food and Drink and

Enjoy Resort Relaxation, Outdoor Exploration and
Shopping

Gen X are Family-Oriented and Open to Outdoor

Exploration Abroad

Baby Boomers Are Destination Decisive, Prefer

Museums and Culture and All-Inclusive Vacations

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YOU

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