千禧一代寻求家庭度假的安全和便利性
经过Richard D’Ambrosio/
最近的一项调查显示,千禧一代家庭主要寻求安全性,较低的价格和便利性,这是对了解该人群主要驱动力的旅行社的重要机会。
根据领先的旅行行业营销公司Resonance的调查,千禧一代的千禧一代说,安全性(60.9%)是制定旅行计划的首要因素,而千禧一代仅占千禧一代的51.7%。
成本在54.1%的受访者排在第二位, followed by English being spoken in the destination (49.6 percent), the number of fun attractions nearby (48.9 percent) and the quality of the surrounding natural environment (46.9 percent).
Chris Fair, president and CEO of Resonance Consultancy, in Vancouver, British Columbia, noted that, “Safety is at the top of the list for every segment of travelers. We avoid destinations that we perceive to be unsafe.”
While 35 percent of Millennials without children told Resonance that they would visit a foreign country in the next 12-24 months, only 26 percent of Millennials with children agreed with them. Fair believes the lower numbers are partly related to obtaining and renewing passports for children, but also that safety and convenience might contribute to a need to stay closer to home.
费尔说:“在外国机场建立联系的较长航班可能会增加对更复杂和不便的感知。”
Other aspects of convenience include accommodations being close to a beach, the quality and number of nearby restaurants, and ease of getting around using public transportation. In one question, 51 percent of Millennials with children said that “proximity to must-see attractions” was important to choosing where they would stay, behind free internet/WiFi access (68 percent), a swimming pool (59.7 percent) and privacy (57.2 percent).
旅行专业人员的机会
This quest for convenience and reducing the stress and complexity of planning a family vacation could also be found in survey results about how Millennials with children book their trips.
According to the survey, 31.6 percent of Millennials with kids choose to plan their vacations with a travel agent, versus 13.1 percent of Millennials without kids. About the same share (64 percent) of Millennials with and without children use an online travel agency (OTA), or book direct with a hotel/resort/airline (45 percent of those with children, and 48 percent of those without).
费尔说:“总的来说,使用旅行社越来越兴趣。”“我们已经度过了这个在线破坏时代。能够在线研究和预订的新颖性已经为消费者疲惫不堪。对于千禧一代,在线旅行社一生都存在,因此对他们来说,新颖的东西较少。现在,他们更多地看着他们将如何从价值和服务的角度预订。”
有趣的是,有28%的千禧一代和孩子们说,他们会接电话并打电话给酒店,度假胜地或航空公司,而没有孩子的千禧一代中只有18%。
“Millennials are also looking at opportunities to learn something new — the types of hotels you can stay in, the opportunity to learn something new,” said Fair. OTAs are not very good at serving up that kind of detailed knowledge. It comes from friends, families and trusted travel advisors.”
海滩与城市
共鸣研究的其他结果可以看到千禧一代的父母心态。
尽管两个子集中有40%表示他们将在接下来的12-24个月中度过海滩度假胜地假期,而没有孩子的千禧一代中有44%表示他们会访问大都市,而47.6%的人表示他们会和朋友一起度假。只有33%的千禧一代和孩子们说他们会访问一个大都市,而与孩子一起度假的千禧一代少于35%。
“虽然有兴趣访问城市,但生孩子时会更加困难,”再次指出,帮助千禧一代父母理解使他们的旅行更容易管理的方法的重要性。
“尽管如此,如果我们从现在起20年后可以回顾一下,我认为您会看到的是,今天有更多的孩子去城市,而当时。家庭市场,所有旅行者的市场,参观大都市主要城市的整体都在增长,因为当今休闲旅行者的城市更有趣。”
Finally, Millennials with kids are much more likely than their childless peers to book a cruise, with 27.2 percent of the Resonance respondents saying they were likely to take a cruise in the next 12-24 months, versus 21.2 percent of those without children.
According to Resonance, 897 Millennials with children and 651 Millennials without children responded to the survey.