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American, British and Chinese Travelers Prioritize Trip Activities and Once in a Lifetime Experiences Ahead of a Great Deal

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

Planning Priorities

Budget Basics

Destination Decisions & Booking Resources

Advertising Influences

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 here.

Posted by on December 7, 2017.

Categories: Travel Industry News

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