Travel Agents Should Target Millennial Families, MMGY Survey Suggests
by理查德·德·安布罗西奥(Richard D'Ambrosio)/
最近的休闲旅行繁荣可能会放缓,但是千禧一代家庭继续增加他们的假期支出,一份领先的研究报告表明,旅行社最好将他们的精力集中在帮助他们上。
American travelers spent an average of $4,833 on vacations in a recent 12-month period, down from $5,048 in the year prior, according to new research from travel marketing firm MMGY. Travelers also report they intend to spend slightly less ($18) on travel than they did during the previous year.
MMGY调查结果表明,X一代members and Baby Boomers will spend 3% less, while Matures will spend 11% less.
花费19%
On a more positive note, MMGY found that 9.5 million Millennial families continue to value and invest heavily in leisure travel. Millennial families intend to spend 19% more on vacations during the next 12 months than they did in the previous year, Steve Cohen, MMGY vice president of insights, said during a media event this week.
根据美国旅行者2017年的MMGY肖像,包括已婚或未婚夫妇与17岁以下的儿童一起生活,占美国旅行者的16%的占16%thyear.
These families went on a combined 36.9 million vacations and spent $50.4 billion on leisure travel during the past 12 months.
‘Driving force’
MMGY认为千禧一代家庭是今年旅行增长背后的“动力”。它发现,他们平均将在今年的假期上花费6,282美元,高于前12个月的5,295美元。在接下来的12个月中,美国的普通家庭将仅花费4,945美元进行休闲旅行。
In fact, Millennial families intend to spend 38% more than Millennial couples on vacation and 88% more than Millennial singles in 2017. These families are expected to choose international destinations 26% of the time, compared to 20% for Millennial couples and or singles.
Cohen and MMGY believe this is the case because 83% of Millennial families consider themselves optimistic about their own future.
代理商的好目标
Cohen said Millennial families remain a great target for travel agents who develop a relationship with them.
Millennials “want someone they can trust,” Cohen said. “We asked during the qualitative, ‘Do you trust the Trivago guy?’ Their answer is ‘No, I don’t trust him.’ Travel agents needs to build that trust. That is how you are going to get that repeat business.”
Terrorism brings vacations closer to home
The research also found that the string of international terrorism incidents has increased Americans’ desire to travel closer to home. Domestic vacations will account for 85% of trips, MMGY respondents said, up from 78% last year.
MMGY全球公司Nancy J. Friedman Public Ressection执行副总裁兼董事总经理朱莉·弗里曼(Julie Freeman)说:“不幸的是,安全和政治问题正在影响国外。”“但是,这为各种国内目的地提供了机会,有机会在预订中散发出来,尤其是一些新兴的目的地。”beplay银行卡
MMGY will be disclosing further data from the survey as the summer progresses, with reports on how road trips are increasingly popular with American travelers and on segmentation of the luxury market.
对2902名美国成年人的全国代表性调查,他们在过去的12个月中至少从家中距家中至少有75英里或更多的夜间旅行,其中包括年收入至少50,000美元的家庭。数据于2017年2月收集。