American, British and Chinese Travelers Prioritize Trip Activities and Once in a Lifetime Experiences Ahead of a Great Deal
December 06 2017 - 12:30PM
Business Wire
Expedia Media Solutions Releases Generational
Data on Behaviors, Influences and Shopping Habits of Travelers in
China, the U.K., and U.S.
New generational data released by Expedia® Media Solutions, the
advertising arm of Expedia, Inc., reveals that when planning a
trip, American, British and Chinese travelers prioritize trip
activities, once in a lifetime and cultural experiences above all
else. Presented today by Global Senior Director Wendy Olson Killion
during the Expedia Media Solutions Insights Summit at the Expedia
Partner Conference, the findings, from a survey conducted by
Northstar Research Partners, illustrate broad travel trends and
distinct shopping habits, influences and motivations of American,
British and Chinese travelers across four generations, including
Generation Z, Millennials, Generation X and Baby Boomers.
“Emotions, not dollars, are what drive decisions for most
travelers today,” said Olson Killion. “The study revealed that for
travelers from three of the largest global markets – China, the
U.S. and U.K. – activities and experiences are leading priorities,
ahead of deals and lowest price. The data also showed that
travelers are receptive to ads with appealing imagery and
informative content, illustrating a real opportunity for marketers
to align their content with traveler interests to spur
consideration.”
While priorities are somewhat similar across countries and
generations, travel days and penchant for internal or domestic
trips vary. In the U.S. and China, Millennials travel the most,
with 35 travel days per year, while in the U.K., Baby Boomers
out-travel other generations with 31 days per year. Conversely,
British Gen Z travel the least, racking up only 21 total travel
days per year. British travelers are most likely to go abroad,
while American and Chinese travelers are more likely to explore
their own vast countries.
Trip Types & Travel Logistics
- Across all generations, British and
Chinese travelers opt for relaxing and sightseeing vacations. In
the U.S., Millennials and Gen X are most likely to take relaxing
trips, while the youngest and oldest generations are taking trips
to visit family.
- Nearly 60 percent or more of all
travelers get to their destination by plane. Road trips are the
secondary transportation option in the U.S. and U.K., and train
travel is also popular in China and the U.K.
- Hotels are the number one accommodation
option for the majority of travelers in these countries, with more
than 60 percent staying at a hotel. Although still small in
comparison, Gen Z are the generation most likely to stay in
alternative accommodations.
Planning Priorities
- Across all generations, trip activities
are priority number one for American and British travelers,
followed closely by once in a lifetime experiences for American
travelers and cultural experiences for British travelers.
- Chinese Gen Z and Millennials
prioritize feeling pampered during their vacation, while trip
activities top the list for Gen X and Baby Boomers.
- American and British travelers –
particularly Baby Boomers and Gen X – place more importance on
deals and special offers than Chinese travelers, who are more
likely to prioritize the social elements of travel, such as the
food experience and going somewhere they can vacation with
friends.
Budget Basics
- More than 80 percent of Chinese
travelers and at least 65 percent of American and British travelers
said budget was a primary factor when planning a trip.
- All travelers allocated the largest
portion of their travel budget to hotels—more than 30 percent for
British travelers—and at 20 percent, flights were the second
largest line item for American and British travelers.
- Chinese travelers allocated more of
their budget to shopping (16 percent) and attractions or tours (15
percent) than travelers from other countries.
Destination Decisions & Booking Resources
- Travelers can be destination
indecisive; fewer than half have decided on a destination when they
begin planning a trip.
- Younger generations are consistently
the most open to inspiration; nearly 80 percent of British Gen Z
travelers are deciding between multiple destinations or don’t have
a destination in mind.
- Baby Boomers are the most decisive –
nearly 55 percent from the U.S. and China have already decided on a
destination.
- Online travel agencies (OTAs) and
search engines are leading planning resources for all travelers,
and as the leading booking resource, OTAs convert the most
travelers.
Advertising Influences
- Approximately half of all travelers,
and more than 70 percent of Chinese Millennials, said ads with
appealing imagery can be influential.
- Ads with informative content are most
likely to influence younger Chinese travelers and older American
and British travelers.
- American and British travelers,
especially younger generations, are most likely to be influenced by
advertising with appealing deals.
More Marketing Insights
For more findings and insights that marketers can leverage to
better reach, engage and convert travelers, and to view additional
content from the Expedia Media Solutions Insights Summit, please
visit: http://bit.ly/multi-national-travelers
About Expedia Media Solutions
Expedia Media Solutions, the advertising arm of Expedia, Inc.,
offers industry expertise and digital marketing solutions that
allow brands to reach, engage and influence its qualified audience
of travelers around the world. Through its vast network of leading
travel brands and global points of sale, Expedia Media Solutions
provides partners with proprietary data-driven insights about
traveler behaviors during every stage of the purchase journey,
along with dynamic advertising solutions, to deliver strategic
campaigns and measurable results. For more information,
visit www.advertising.expedia.com.
About Expedia, Inc.
Expedia, Inc. (NASDAQ: EXPE) is the world’s largest online
travel company, with an extensive brand portfolio that includes
leading online travel brands, such as:
- Expedia.com®, a leading full-service
online travel brand with localized sites in 33 countries
- Hotels.com®, a leading global lodging
expert operating 90 localized websites in 41 languages with its
award winning Hotels.com® Rewards loyalty program
- Expedia® Affiliate Network (EAN), a
global B2B brand that powers the hotel business of hundreds of
leading airlines, travel agencies, loyalty and corporate travel
companies plus several top consumer brands through its API and
template solutions
- trivago®, a leading online hotel search
platform with sites in 55 countries worldwide
- HomeAway®, a global online marketplace
for the vacation rental industry, which also includes the VRBO®,
VacationRentals.com® and BedandBreakfast.com® brands, among
others
- Egencia®, a leading corporate travel
management company
- Orbitz® and CheapTickets®, leading U.S.
travel websites, as well as ebookers®, a full-service travel brand
with websites in seven European countries
- Travelocity®, a leading online travel
brand in the U.S. and Canada delivering customer service when and
where our customers need it with the Customer First Guarantee
- Hotwire®, inspiring spontaneous travel
through Hot Rate® deals
- Wotif Group, a leading portfolio of
travel brands including Wotif.com®, Wotif.co.nz,
lastminute.com.au®, lastminute.co.nz and travel.com.au®
- Expedia® Media Solutions, the
advertising sales division of Expedia, Inc. that builds creative
media partnerships and enables brand advertisers to target a
highly-qualified audience of travel consumers
- CarRentals.com™, a premier online car
rental booking company with localized sites in 13 countries
- Classic Vacations®, a top luxury travel
specialist
- Expedia Local Expert®, a provider of
online and in-market concierge services, activities, experiences
and ground transportation in over a thousand destinations
worldwide
- Expedia® CruiseShipCenters®, a provider
of exceptional value and expert advice for travelers booking
cruises and vacations through its network of over 240 retail travel
agency franchises across North America
- SilverRail Technologies, Inc., provider
of a global rail retail and distribution platform connecting rail
carriers and suppliers to both online and offline travel
distributors
For corporate and industry news and views, visit us at
www.expediainc.com or follow us on Twitter @expediainc.
Trademarks and logos are the property of their respective
owners. © 2017 Expedia, Inc. All rights reserved. CST:
2029030-50
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For Expedia Media SolutionsAshley
Goncenaashley@craftedcom.com
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