Travel and tourism companies need to target millennials and Gen Z travellers with offerings outside busy summer periods. In this way, they could create value for money and authentic experiences, while simultaneously reducing the impact of seasonality. This is according to data and analytics company, GlobalData
Many young millennial and Gen Z travellers have no children or major responsibilities in terms of occupational and financial obligations, and so are able to travel during off peak periods.
“As destinations and travel companies continue to recover from the pandemic, younger travellers who can more easily travel in off-peak months should be targeted with low-cost and authentic experiences. This will reduce the impact of seasonality and boost revenue,” says Ralph Hollister, Travel and Tourism Analyst at GlobalData.
“With prices for flights and accommodation being their cheapest in times of low demand, many young travellers in Europe, for example, will often holiday internationally in March or November. If low-cost carriers and budget accommodation providers are offering rock-bottom prices, they may even travel more than once in off-peak periods during the same year.”
Off-peak trips can also offer higher levels of authenticity and personalisation. According to GlobalData’s Q1 2021 Consumer Survey, 27% of Gen Z travellers and 26% of millennials said they were ‘always’ influenced by how well a product or service was tailored to their needs and personality.
“In off-peak months, travellers are more likely to have meaningful interactions with locals and experience cultural and natural attractions in a more intimate fashion due to less crowding,” adds Hollister.
