The results of a national survey released by PGAV Destinations reveals important differences between the millennial sample group and attractions visitors aged 30 and over.
According to the study, nearly six in ten millennials (58%) say they travel for leisure with friends--nearly 20 points higher than older generations. Relationships are vital to millennials, and they are highly influenced by others who help to select places to visit and things to do. Through social media, they tell stories to one another and make recommendations and assessments, often in the form of real-time descriptions of their experiences.
Millennials also use technology to make quick decisions. They plan trips in far less time (75 days) than older generations (93 days). They are adept at accessing information online, where they can search for a deal, read the reviews, book it, and go. Implications for destinations are twofold: Ensure messages are easy to follow, timely, and relevant and create experiences with memorable moments that will be quickly shared.
This most highly educated and diverse generation has a real appetite for learning. Seventy-eight percent say they prefer to learn something new when they travel. They look for places that are fun and entertaining (78%), and interactive and hands-on (68%).
Millennials are also good citizens. More than 77% of respondents say they believe it is essential to connect to causes that are important to them, a trait more important to them than older generations.
“Millennials are not your traditional guests,” explains Mike Konzen, Principal, PGAV Destinations. “They do not take leisure trips ‘just because,’ but are looking for something that resonates with their need to make a difference.”
To read the full report, including how Millennials make decisions, visit http://www.pgavdestinations.com/insights/.
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