Ensemble Helps Define The Millennial Traveler
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A new survey confirms what anecdotal evidence has long suggested: For Millennial travelers, the quality of the vacation experience far upstages cost concerns.
The Ensemble Insights Survey, which polled members of Ensemble Travel Group in the U.S. and Canada and analyzed booking trends, found that to be the case with Millennial clients three to one.
Furthermore, respondents reported that Millennials understand the value agents bring to the actual booking experience. Forty-seven percent said Millennials use agents because of their knowledge and experience, 26 percent to save time, 14 percent for cost savings and 13 for assistance in emergency situations.
The survey also uncovered the types of vacations Millennials prefer. Sixty-four percent of agents said their Millennial clients were partial to FIT vacations, 58 percent all-inclusive resort vacations and 34 percent destination weddings and honeymoons options over choices as ocean and river cruises.
The most popular Millennial destinations are the Caribbean, Mexico and Italy, according to the survey results, with the top emerging destinations including Thailand, Costa Rica and Peru.
The majority of agents (74 percent) said that favored vacation length ranges from six to 10 days. Only 16 percent said this group reported preferred lengths of l1 to 15 days.
Not surprising, survey results illustrated the importance that technology plays in the lives of Millennials. Sixty-seven percent of respondents said Wi-Fi was essential to their Millennial clients’ travel experiences.
Beyond the subject of Millennials, the survey also analyzed agents’ overall summer business this year. Thirty-seven percent reported an increase in the months of June, July and August compared to the same period over 2014. Thirty-eight percent said their business was unchanged and 25 percent saw a decrease.
Thirty-three percent of respondents said the most popular 2015 summer vacations were FITs traveling beyond the U.S. and Canada. Thirty-two percent listed all-inclusive resort and 22 percent ocean cruises.
In terms of year-end forecasts, 62 percent of respondents said they expect business to increase this year over last, 21 percent projected no discernable changes from 2014 to 2015, and 17 percent forecasted year-to-year declines.
More by Claudette Covey
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