You may have read the recent article in Skift about the Zip codes that buy the most travel. ADARA worked with Skift to supply the analysis for the article from our data co-op of more than 200 top travel brands.
We looked at purchases made between October 2017 and April 2018 and uncovered some interesting insights.
Globally the influence of Millennials on travel and on marketing has been profound.
In the US, Millennials are as large a generation cohort as Baby Boomers.
In China, they are a smaller generation numerically thanks to the one-child policy.
But as the first generation to benefit from China’s astonishing economic growth, 80’s children (as they are known) are a wealthy and high-consuming group.
As Millennials become parents, their needs and values often converge with those of other generations.
Where they once sought ‘cool’ brands, their brand choices often move to the mainstream as parents.
In this report, we have personally curated, we give you an update on what millennials are up to and how their lives are changing.
We give you practical tips on how to adjust your marketing and retain loyalty.
As a busy tourism professional, it is easy to forget your customer is front and central to your marketing NOT your destination product or service.
Unfortunately, we see many tourism businesses and destination marketers do not place enough importance on the one success factor that is critical to the survival of any business – understanding the customer.
One of our favorite travel target markets is seniors.
According to AARP research, practically all Baby Boomers (99%) anticipated traveling for leisure (either domestic or internationally), with approximately 4 or 5 trips in the works.
We will never see another generation as cashed up and time rich in our lifetimes.
But many travel marketers, destinations are making big mistakes with this market.
We have created the most comprehensive seniors’ travel persona you are likely to find anywhere.
A new report, produced by the Global Business Travel Association (GBTA) in partnership with BCD Travel and Air Canada, shows that business travel was responsible for about 2.6 per cent ($40.1 billion) of Canadian GDP in 2016.
The study, titled “The Canadian Business Travel Industry: Business Travel’s Impact on Jobs and the Canadian Economy,” was released at the GBTA Conference 2018 – Toronto, which was held April 16-18, 2018.
PGAV Destinations, in conjunction with H2R Market Research and global media partner Blooloop, recently published the 2018 Voice of the Visitor report. Now in its third year, Voice of the Visitor is the only research study of its kind that explores attraction guests’ 2017 travel trends and forecasts their 2018 intentions.
The study remains the first and most comprehensive U.S. report on destination guests’ collective opinions, attitudes, and expectations—generated directly from guest feedback.
Editor’s note: Amadeus is pleased to share a guest blog from Cindy D’Aoust, president and CEO of Cruise Lines International Association (CLIA). With cruise season in full swing, Cindy shares her favorite trends setting sail this year.
Travelers around the world are falling in love with the experience and convenience of a cruise vacation. When you only have to unpack once but get to visit several destinations in one cruise, you see more of the world and spend more time with loved ones on your vacation. While we are seeing many trends for this year, I’ve picked out a few of my favorites trends that have already begun to set said this year:
As a grandparent myself, I have loved seeing this trend really come to life. Cruise lines cater to skip-gen cruising in the same way they cater to a variety of cruisers, offering diverse itineraries and on-board activities that are tailored to the guest profile and preferences. Many grandparents want to travel with their grandchildren, but travel can be challenging. A cruise is stress-free, a great value and fun – making it the perfect option for grandparents to create special memories with their grandchildren.
Millennials take to the rivers
I went on my first river cruise last year and absolutely loved it. And while I’m not a millennial, I can confidently say that my daughter is and would be the perfect fit for a river cruise. Millennials thrive on customization and value, making a cruise vacation a perfect fit for this demographic. River cruises are a great way to travel to parts of the world that aren’t accessible to ocean liners and make it easy for millennials who want to immerse themselves in smaller destinations. I anticipate river cruising will continue to attract first time and millennial cruisers in the years to come, not only in Europe, but in other parts of the world.
Cruise travelers come from around the world
One of my favorite things about working in this industry, is how truly global we are. The past few years we have seen a steady shift in where passengers are traveling from – it’s no longer just an American vacation. We are also seeing strong growth in China, Germany, the United Kingdom and Australia. One million or more cruisers came from these countries in 2016, and we expect these numbers will continue to grow. We are also seeing massive growth in the Asian cruise market. Asian cruise passengers predominantly cruise within Asia on short sailings, making it a promising market for cruise lines looking to branch out into new regions since the interest is already there. Cruise travel to Asia is growing rapidly with 35 cruise lines having an active presence in the region last year. Asia is continuing to grow at a rapid pace. Cruising in this region includes more than 204 destinations across 17 countries, making travelling by cruise ship one of the easiest ways to see multiple destinations throughout Asia.
What other trends do you foresee for 2018? Let us know!