旅行回归：Z世代、千禧一代和X世代期待什么（EN）_24页_5mb.pdf

Return to Travel: What do Gen Z, Millennials and Gen X Expect?A travel industry report by Publicis Sapient. 2 2Since the onset of COVID-19, the travel and hospitality industry has been forced to adapt to rapidly changing safety guidelines and consumer behaviors.While we know that people are finally returning to travel in 2022, we also know that this return looks quite different across countries and age groups, just like the varying effects of COVID-19 struck diverse demographics in different ways.This leads to our question: What does the future of travel and hospitality look like in 2022 for three different generations?Our survey showed that visions for the ideal trip look different across age groups and time zones, highlighting a crucial need for personalized offerings from travel brands.Respondents budgets are strained, their stress levels are heightened, and in many cases, free time is limited, putting pressure on trips to live up to travelers high expectations.While travel and hospitality companies have been working overtime to meet heightened consumer desires, our survey results proved that most travelers still have frustrations and reservations with the planning and booking processes.Industry leaders can use the findings in this report to understand the most important trends across generations for the return to traveland how to meet these changing needs this year.What does the future of travel and hospitality look like in 2022 for three different generations?THE FUTURE OF TRAVEL IS NOWKEY FINDINGSTravel priorities: Among Gen Z respondents, a “once-in-a-lifetime experience” is the top priority. For Millennials, its safe and secure trips, and Gen X is disproportionately looking for value for the money.Sustainability in travel: Millennials are slightly more likely than Gen Z and Gen X to say that sustainability plays a vital role in where they travel, with 2/3 saying they agree with the statement, versus 64% of Gen Z and 54% of Gen X.Digital versus concierge: Gen Z was more likely than other generations to prefer the help of a human beingsuch as a concierge, customer service or a travel agentwhen researching certain travel experiences.Top travel concerns: The top concern for respondents planning a trip is cost. Other concerns included safety, restrictions on travel, health concerns related to the pandemic, booking flexibility, and sustainability.VR/AR travel planning: More than half of respondents are somewhat or very interested in VR/AR experiences to experience a destination before going, with Millennials being the most interested compared to Gen X and Gen Z. 4ON AVERAGE, WHERE DOES EACH GENERATION DIFFER?How long is your trip? Gen Z: Shorter trip length Millennials: In the middle Gen X: Longer trip lengthHOW FAR ARE YOU TRAVELING? How long is your trip? Gen Z: Least likely to travel domestic Millennials: In the middle Gen X: More likely to travel domestic 4 4BY THE NUMBERSLength of next vacation 5WHO ARE YOU TRAVELING WITH? Gen Z: More likely friends Millennials: More likely family or partner Gen X: More likely family or partnerWHAT MOTIVATES YOU TO TRAVEL? Gen Z: A once-in-a-lifetime experience Millennials: Specific leisure events, new cultures, new destinations Gen X: A destination Ive been to previouslyWHAT IS YOUR QUARANTINE CONCERN? Gen Z: More willing to quarantine or test Millennials: In the middle Gen X: Less willing to quarantine or test Gen ZGen XGen XGen X Millennials Millennials Millennials Gen ZGen ZFriends Family/PartnerTried and true New and excitingWont test/quarantine Will test/quarantine 6 6HOW OPEN ARE YOU TO PAYING WITH CRYPTO? Gen Z: In the middle Millennials: Most open Gen X: Least openHOW OPEN ARE YOU TO PREVIEWING A DESTINATION WITH AR/VR? Gen Z: In the middle Millennials: Most open Gen X: Least openARE YOU INTERESTED IN A TRAVEL SUBSCRIPTION? Gen Z: In the middle Millennials: Most open Gen X: Least openGen XGen XGen XGen Z Gen Z Gen Z Millennials Millennials Millennials Not interested InterestedNot interested InterestedNot interested Interested 7Ages 18-2550% live with parents 25% live with partnerGen Z, the youngest group surveyed, takes shorter vacations on average. About 22% of Gen Z respondents said their next vacation would be 1-2 days, compared to just 10% of Millennials and Gen X saying the same.As the upcoming age group of spenders, more Gen Z respondents say cost is their biggest concern for travel than older respondents.These young digital natives are more likely than other age groups to travel with a friend group rather than family or a partner. Roughly 22% of Gen Z respondents confirmed they prefer to travel most with friends, compared to just 14% of Millennials and 9% of Gen X saying the same.The most common Gen Z answer for what makes them more likely to travel is a “once-in-a-lifetime experience, ” surpassing affordability and safe destinations.Gen Z is the age group most willing to go to destinations with COVID restrictions or quarantine requirements, despite being the least vaccinated of all the age groups. One explanation for this compliance could be the already-lengthy isolation and frequent testing theyve faced to get through school, which make any travel requirements pale in comparison.38% of Gen Z respondents said they would go to a destination where they had to quarantine or take protective measures against COVID-19 (like testing or contact tracing), versus just 33% of Millennials and 21% of Gen X. Only 70% of Gen Z respondents reported being fully vaccinated, compared to 82% of Millennials and 86% of Gen X.WHAT KINDS OF VACATIONS DOES GEN Z TAKE?HOW DOES GEN Z THINK ABOUT COVID-19 AND TRAVEL?GEN ZInterestingly enough, Gen Z was more likely than other generations to prefer the help of a human beingsuch as a concierge, customer service or a travel agentwhen booking certain travel experiences.Almost 1/3 of Gen Z respondents preferred professionals versus purely digital options for researching activities and attractions, researching lodging, and booking transportation compared to roughly 1/4 of Millennials and less than 1/5 of Gen X respondents.While Gen Z lacks time and money, theyre certainly not lacking wanderlust, and the COVID-19 pandemic has had the least impact on this generations travel plans.Millennials were most likely to be frequent travelers, with 20% reporting 4+ trips in the upcoming year, compared to just 13-14% in other generational cohorts.Millennials seem to be just as adventurous as Gen Z when it comes to travel; their travel itineraries will more often include going to a destination theyve always wanted to visit, learning about a new culture, and going to a specific event.HOW DOES GEN Z BOOK TRAVEL?WHAT KINDS OF VACATIONS DO MILLENNIALS TAKE?MILLENIALSAges 26-4062% live with spouse/partner 50% live with children under 18Millennials are the travel generation for 2022. Theyre the most engaged in travel and have the disposable income to carry out their vacation plans. 8Millennials also reported they are more likely to travel abroad and travel to visit friends and family due to recent world events like COVID-19, and their previous travel plans were also the most heavily impacted by the pandemic.64% of Millennials had to cancel a trip due to COVID-19, versus only 52% of Gen Z and 49% of Gen X. Health and safety are also still a concern for this generation, with more Millennial respondents saying safe and secure destinations are their #1 priority for travel.Travel is a large part of many Millennials identity. 43% of Millennial respondents strongly agree that travel is an integral part of who they are, versus only 31% of Gen Z and 34% of Gen X who said the samepared to other generations, Millennials were more open to using new travel technology. Almost 60% of Millennials reported being very or somewhat interested in using AR/VR to experience travel destinations before going, and 44% said the same about using cryptocurrency to pay for trips, compared to less than 45% of Gen X and less than 53% of Gen Z who said the same for either.Millennials are also slightly more likely than Gen Z and Gen X to say that sustainability plays a vital role in where they travel, with saying they agree with the statement, versus 64% of Gen Z and 54% of Gen X.HOW DO MILLENNIALS THINK ABOUT COVID-19 AND TRAVEL?WHAT TRAVEL OPINIONS DO MILLENNIALS SHARE?Travel is an integral part of who Millenials are and sustainability plays a vital role in where they travel. 9GEN XAges 41-5763% live with spouse/partner and 63% live with childrenWHAT KINDS OF VACATIONS DOES GEN X TAKE?HOW DOES GEN X THINK ABOUT COVID-19 AND TRAVEL?Gen X, unsurprisingly, relishes tried-and-true travel experiences, finding a good deal, and avoiding travel with COVID restrictions.Gen Xs #1 priority for travel is value for money over safe and secure destinations or once-in-a-lifetime experiences. Gen X is also more likely to travel with family members like children, which makes travel more costly if theyre footing the bill.Theyre also less likely to travel to experience a new culture and more motivated to return to a destination theyve been to before. Almost of Gen X wants to visit a familiar destination, while only 19% of Millennials and 16% of Gen Z said the same.Gen X also takes the longest vacations, with 46% saying their next trip was 7+ days, compared to only 41% of Millennials and 33% of Gen Z.COVID-19 safety measures also present more of a hassle for this age group. About 35% of Gen X respondents would not travel somewhere where they d have to take a COVID test or quarantine, whereas younger age groups are more agreeable to these safety measures.This generation is also planning to stay closer to home and is more likely to travel domestically, with 39% of Gen X respondents traveling within their own country this year, compared to only 29% of Millennials and 24% of Gen Z.Overall, Gen X is most concerned with relaxing and getting away rather than seeking new experiences, which also carries over to planning. Theyre the least likely to be open to paying with cryptocurrency and using AR/VR to experience a travel destination before they go.GEN X TRAVELERS ARE MORE LIKELY TO VISIT DOMESTIC DESTINATIONS 10Indicating item as motivational travel#1 choices by generationAGE IMPACTS TRAVEL MOTIVATIONSEACH GENERATION VALUES SOMETHING DIFFERENT WITH TRAVEL 11In a digital-first world, all generations prefer booking travel online, but it doesnt come without some hesitation.Every single aspect of a trip can be planned digitally, and most travelers prefer it that way. From finding destination inspiration to researching restaurants and even booking hotels and flights, most travelers would rather head to a search engine than speak to a professional.And out of all digital travel planning channels, search engines like Google and Y ahoo are the most popular for research and booking. Roughly 62% of travelers use a search engine and/or talk to friends and family to plan a trip.WHAT MAKES PLANNING A TRIP SEAMLESS?Travel Booking: What makes planning a trip seamless? 12 13The biggest frustration with online booking is trusting they get what they pay for.Y ouTube is also a growing online platform for travel research (34%), along with travel review sites (47%) and travel apps (37%).Gen Z and Millennials are much more likely than Gen X to use social media platforms like Y ouTube and Instagram for travel research, excluding Facebook, which is most popular with Millennials. More than (28%) of Gen Z respondents also reported using TikTok as a travel research platform.However, Gen Z is more likely to speak to a person than go online compared to other generational cohorts. When it comes to activities, lodging and flights, 30% of Gen Z will talk to a professional, compared to just 24% of Millennials and roughly 20% of Gen X.Most travelers (44%) say their biggest frustration with online booking is trusting they get what they pay for. After two years of travel chaos and cancellations due to COVID-19, many travelers may still be scarred by previous unpleasant customer service or online experiences.Almost of respondents said they had difficulty booking travel or accommodations online as well, and 13% cited managing their bookings with multiple companies as the biggest issue.YOUTUBE COMES OUT ON TOP FOR SOCIAL MEDIA TRAVEL PLANNINGSCARRED BY COVID-19, TRAVELERS ARE WORRIED THEY WONT GET WHAT THEY PAY FOR 14BAGTAG 14How can travel companies put customers at ease? When it comes to the growing concern over cost for most travelers, freebies are the best way to entice travelers. Despite most people preferring to stay in an upscale hotel (37%), versus other travel accommodations like a budget hotel or the homes of friends and family, most people are still cost-conscious and looking for free add-ons.Out of 12 hotel perks to choose from, respondents picked free Wi-Fi, complimentary breakfast and all-inclusive options as the offers that would make them most likely to stay at a specific hotel.Respondents were more concerned about COVID-19 safety on flights. Half of respondents said health checks for employees would make them more likely to choose a specific airline, but 54% still said they d be most motivated to choose an airline with in-flight Wi-Fi, and 46% were swayed by in-flight entertainment.However, modern tech options were still popular motivators for flights and hotels alike. More than 30% of people said they d want to use their phone to check in to their hotel and get personalized offers through an app. Almost of respondents were interested in check-in kiosks and using their phone as a room key.Travelers were also somewhat open to futuristic booking options, like using crypto and AR/VR, with Millennials being the most receptive.Overall, every age cohort seeks seamless digital booking options that will help rebuild their trust in the travel and hospitality industry.FREE WI-FI REIGNS SUPREME OVER OTHER TECH OR SAFETY PRECAUTIONSMODERN TRAVEL TECHNOLOGY (DIGITAL CHECK-IN, PERSONALIZED APP OFFERS, ETC.) IS POPULARFree Wi-Fi, complimentary breakfast and all-inclusive options are the offers that would make guests most likely to stay at a specific hotel.% indicating usage of channelBiggest frustration when planning vacation online GEN Z IS LEADING THE WAY WITH SOCIAL MEDIA TRAVEL PLANNINGTRUST IS THE BIGGEST CONCERN FOR ONLINE BOOKINGNote how Gen Z is disproportionately more likely to use Y ouTube, Instagram, and most especially TikTok to research and plan travel. Millennials are embracing Facebook for travel ideas more than the other age groups. Gen X sticks to search engines and travel review websites. 15Using cryptocurrency to pay for travel Using virtual/augmented reality to experience a destination before travelUsing a travel subscription service that offers exclusive promotionsVR/AR AND CRYPTO TRAVEL OPTIONS ARE GAINING TRACTION 16Most Gen Xers are not interested in using cryptocurrency to pay for travel or taking advantage of AR/VR travel pr