Research from customer insights platform, QuMind, has revealed that Millennials and Gen Zs will rescue the tourism industry in 2023.
Of people aged 18 to 34 years, 42% said they planned to increase spending on travel and tourism, compared with just 22% of those over 45. This is despite younger travellers reporting concerns over the cost-of-living crisis.
“Many British consumers are making serious cutbacks to their holiday spending as a way to save money in these trying times. However, younger people that may feel like they missed out on travel experiences during COVID continue to increase their spending on travel, despite heightened concerns over the cost-of-living crisis,” says CEO of QuMind, Mark Ursell.
QuMind’s research also found that the top-three travel offers that young travellers looked for were free cancellations (70%), meals included (62%), and free hotel upgrades (58%) .
Ways of marketing these deals were also found to differ significantly between the two groups. While email deals from airlines and hotels were the top source of travel marketing communications across all age brackets, social media adverts and influencer posts were much more influential for Millennial and Gen Z travellers than older travellers.
