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Travel Marketing Millennials

Wanderlust millennials: young people prioritise travel above other expenses finds research

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By Charlotte McEleny, Asia Editor

May 27, 2016 | 3 min read

The so-called millennial audience will choose to spend money on traveling over other expenses, according to research by Adara.

World map millennial travel

The research found 79 per cent prioritised travel above any other expense but influencing decisions would be complicated as younger travelers are more likely to book through intermediaries, search for longer for better bargains and are less tempted into loyalty schemes.

According to Adara, almost half of the respondents agreed that they “don’t think it’s worthwhile to sign up to loyalty schemes”. Using blogs and digital channels to inspire travel decisions was more important for younger audiences, as 42 per cent used these to research, compared to just 29 per cent for people over 35.

The research took a closer look at young travelers in Singapore, comparing them to the same group in other markets. Some 82 per cent prioritised price when booking an airline. However, 43 per cent said they’d be willing to pay for an upgrade which was higher than older travelers (40 per cent).

Elizabeth Harz, President of Media and CMO, Adara,, said: “Our research shows Singaporean millennials are interesting to travel brands in ways they may not have data to support. They are travel influencers, helping friends and family make purchase and brand decisions. As a group, they are savvy shoppers who are willing to splurge on the right experiences from extra leg room to a cooking class in a new destination.”

Singaporean millennials were also more likely than others in the world to have stayed in another person's house or apartment via a service such as Airbnb (42 per cent), a number much higher than older travelers (33 per cent).

Travel Marketing Millennials

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