MMGY调查建议,旅行社应针对千禧一代家庭
经过Richard D'Ambrosio/
The recent boom in leisure travel may be slowing, but Millennial families continue to increase their vacation spending, and a leading research report suggests travel agents would best focus their efforts on helping them.
根据旅行营销公司MMGY的新研究,美国旅行者在最近的12个月内平均花费了4,833美元的假期,低于前一年的5,048美元。旅行者还报告说,他们打算在旅行上的支出比上一年少一些(18美元)。
MMGY的调查回答表明,X一代成员和婴儿潮一代的支出将降低3%,而Matures的支出将少11%。
Spending 19% more
更积极的是,MMGY发现,有950万个千禧一代的家庭继续重视和投资于休闲旅行。MMGY Insights副总裁史蒂夫·科恩(Steve Cohen)在本周的一次媒体活动中说,千禧一代的家庭打算在接下来的12个月内花费19%的假期。
Millennial families, including married or unmarried couples living together with children aged 17 or under, make up 16% of all American travelers, according to the MMGY Portrait of American Travelers 2017 survey, which is in its 27Th年。
这些家庭在过去的12个月中进行了3690万假期,并在休闲旅行上花费了504亿美元。
'推动力'
MMGY认为千禧年的家庭“驾驶不得已伸出e” behind growth in travel this year. It found that they will spend, on average, $6,282 this year on vacations, up from $5,295 in the prior 12 months. The average American household will only spend $4,945 on leisure travel trips in the next 12 months.
实际上,千禧一家的家庭打算在度假上花费38%,比2017年的千禧一代单打高出88%。预计这些家庭有26%的时间选择国际目的地,而千禧一对夫妇和单身人士则为20%beplay银行卡。
科恩(Cohen)和MMGY认为,情况就是如此,因为有83%的千禧一代家庭认为自己对自己的未来感到乐观。
Great target for agents
科恩说,千禧一代家庭仍然是与他们建立关系的旅行社的重要目标。
科恩说,千禧一代“想要他们可以信任的人。”“我们在定性期间问,‘你相信特里瓦哥的家伙吗?’他们的回答是‘不,我不信任他。’旅行社需要建立这种信任。这就是您将如何获得重复业务的方式。”
恐怖主义使假期更靠近家
研究还发现,一系列国际恐怖主义事件增加了美国人对离家近处旅行的愿望。MMGY受访者说,国内假期将占旅行的85%,高于去年的78%。
“It is unfortunate that rising safety and political concerns are affecting travel abroad,” said Julie Freeman, executive vice president and managing director of Nancy J. Friedman Public Relations, an MMGY Global company. “However it is affording the opportunity for a variety of domestic destinations to shine and see a surge in bookings, especially some of the up-and-coming destinations.”
随着夏季的进行,MMGY将从调查中披露进一步的数据,并报道公路旅行如何越来越受到美国旅行者的欢迎以及奢侈品市场的细分。
The nationally representative survey of 2,902 U.S. adults who have taken at least one overnight trip of 75 miles or more from home during the previous 12 months included households with annual incomes of at least $50,000. Data was collected in February 2017.