The study looked to expose the travel habits of Millennials using focus groups and research to compare attitudes and behaviors among 18 to 34 year olds and 35+ year olds.
SINGAPORE - New global research from travel data platform ADARA reveals that Millennials in Singapore are disrupting traditional models for travel. They are dedicated travelers with 3 in 4 (79%) prioritizing travel above any other expense, but are savvy bargain hunters with a penchant for luxuries. They are more likely to book through intermediaries and are less likely to be in loyalty programs as they currently exist.
The study looked to expose the travel habits of Millennials using focus groups and research to compare attitudes and behaviors among 18 to 34 year olds and 35+ year olds. ADARA also leveraged first-party insight into millions of every day travel transactions across Europe, Asia Pacific and America. The research shows that 94% love to travel to new places and the majority agree that travel involves new experiences and going off the beaten track (90% and 74%, respectively).
The research also shows that when compared to their older counterparts, Millennials in Singapore are more likely to use digital resources, such as travel blogs (42% vs. 29% among those 35+) to plan and book their travel – proving that marketers need to adapt their campaigns to reach this audience. In addition, the research found that:
· Unlike their counterparts in the US, Millennials in Asia Pacific are more likely to book flights through airline websites (56% in Singapore; 45% in Hong Kong; 44% in Australia vs. 34% in the US)
· They are however more likely to book hotels through general travel websites (67% vs. 19% hotel sites)
· 43% of those surveyed agree: “I don’t think it’s worthwhile to sign up for loyalty programmes.”
Millennials plan ahead to ensure the best experience at the best price
82% of Singaporean Millennials prioritize price over airlines when choosing a flight (vs. 71% of those over 35+). Millennials tend to plan ahead compared to older travellers – they start searching for flights 13 days in advance of booking the flight compared to 9 days to ensure that they get the experience at the best price. Hotel searches are no different, with a longer window of 8 days prior to booking compared to 6 days for older travellers.
The data also reveals that Singaporean Millennials fly more and opt to travel front of cabin (25% of flights), highlighting that they have disposable funds to spend on favoured luxuries. This is higher than those surveyed in Hong Kong (23%) but lower than those in Australia (39%). In addition, ADARA found that:
· 43% of Singaporean Millennials are willing to pay for upgrades, compared to 40% of 35+ year olds and are more likely to purchase amenities in-flight
· 42% (highest globally) of Singaporean Millennials have stayed in a house or apartment rental (e.g., Airbnb) in the past year compared to only 33% of those 35+
· 90% have stayed in hotels, a number comparable to those 35+ (87%)
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.”