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‘Multigenerational’ travellers offer opportunities for growth

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DEMOGRAPHIC and lifestyle shifts are creating one of the hottest trends in travel and hospitality – multigenerational travel. The growth projections are significant. Europe is one of the top destinations. Who makes up this growing segment within the leisure travel market and what are they looking for? Those were the questions examined in a comprehensive study of the leisure traveller by Preferred Hotel Group, a global leader in the hospitality industry, representing independent luxury hotels and resorts worldwide.

“Because of their numbers, frequency of travel, and use of traditional travel agents, the multigenerational traveller presents a powerful opportunity for the international travel market,” said Lindsey Ueberroth, president of Preferred Hotel Group. “To take advantage, the leisure travel industry must create tailored product and marketing offers.”

Preferred Hotel Group analyzed more than 400 variables, including the travel-related attitudes, behaviours, preferences, social values, lifestyles, and media habits of leisure travellers who have identified themselves as multigenerational travellers. Among the findings:

Multigenerational travellers are planning “Milestone Vacations” – Nearly eight out of ten (77 per cent) planned a vacation around a life event such as a birthday (50 per cent), anniversary (40 per cent), family reunion (39 per cent), and wedding (37 per cent).

They travel more often – The typical multigenerational traveller takes more trips (4.4 per year) than the non-multigenerational control group (3.6 per year). Multigenerational travellers are also statistically more likely to take an international trip.

They use and trust the advice of travel agents – Almost 20 per cent of multigenerational travellers, representing nearly four million people, use the services of a travel agent. Also, 71 per cent said they value travel agent recommendations on “vacation and packages or tours” versus just 58 per cent for non-multigenerational travellers.

“Multigenerational travel creates a challenging level of complexity in coordinating schedules, managing multiple departure points, booking additional if not adjoining rooms and more,” said Ueberroth. “For help navigating these logistics, travellers are increasingly enlisting the services of traditional travel agents. This is good news for agents who can provide the advice and logistical savvy needed to ensure satisfaction and value for multi-gen travellers.”

According to the report, multigenerational leisure travel has become a big market for several reasons:

Families are living geographically farther from each other than at any time in history. A multigenerational trip is often the best option for today’s modern and mobile family to gather in one place.

The hyper-fast pace of life in the 21st century means evenings and weekends are no longer untouchable family time, creating a greater need for the escape that only travel can provide.

The enormous baby boomer population is trading briefcases for roller bags, and they want to take their kids and grandkids with them. Boomers now have the time, health, and disposable income to make travel with their families a top priority.

The research highlighted a number of achievable steps that the industry can take to attract the multigenerational market. These include offering special packages and programs, such as group pricing, celebration event packages, multiple-room packages, family-style dinners, and reunion activities.

Ueberroth said that Preferred Hotel Group recognises the importance of marketing directly to the multigenerational travel group. In 2012, the company will launch several initiatives aimed at this growing segment, including the promotion of a “milestone celebration offer.” In addition, consumers will be able to access innovative tools on the Preferred Hotel Group brand websites to book multiple rooms or to reserve special event facilities. Also, in 2012, Preferred will launch a new Preferred Family website that will include a multigenerational component.

This section will provide valuable resources and offer advice on multigenerational travel and reunion planning.

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