New generational data released today by Expedia® Media Solutions, the advertising arm of Expedia, Inc., shows that Australian, Chinese and Japanese travelers are all looking for the best deals and the most value for their money, but preferences and priorities vary by generation and country. The findings, from a survey conducted by Northstar Research Partners, illustrate broad Asia-Pacific travel trends and distinct shopping habits, influences and motivations of travelers across four generations, including Generation Z, Millennials, Generation X and Baby Boomers.
Racking up more than 35 travel days per year, Australian Gen Z and Chinese Millennials travel the most, while comparatively the younger generations in Japan may be suffering from vacation deprivation; they travel only 12 days per year. Younger Australians are more likely to take international trips than their older counterparts, which is a sharp contrast to China and Japan, where the younger generations primarily travel within their own country.
“The study revealed unique nuances among Asia-Pacific countries and generations, but we found that regardless of the country, Millennial travel attitudes, preferences and priorities challenge the status quo,” said Lisa Lindberg, Vice President of Product Management, Expedia Media Solutions. “Millennials across Australia, China and Japan are looking for unique experiences and activities, delicious food, shopping and a bit of luxury on their vacations, and overall, they are the most receptive to advertising influence, which is great news for travel marketers.”
Trip Types & Travel Logistics
- More than two-thirds of Chinese travelers like to relax and see the sights, 86 percent travel by plane or train, and hotels are the leading accommodation option.
- Staycations and sightseeing are the top trip types for Japanese travelers, and more than 85 percent stay in a hotel. Japanese travelers are the most diversified in their transportation options with 37 percent traveling by plane, 31 percent traveling by car and 25 percent traveling by train.
- At least half of Australians take trips to visit family and relax. More than two-thirds travel by plane, and they stay in hotels or with friends and family.
- Chinese Gen Z and Millennials prioritize feeling pampered during their vacation, while trip activities top the list for Gen X and Baby Boomers.
- For Japanese Gen Z travelers, getting the lowest price is priority number one, but other generations focus on the food experience ahead of price.
- Australians across all generations prioritize trip activities above all else, but deals and lowest price are close behind.
- More than half of all travelers across the three countries said budget was a primary factor when planning a trip, but Japanese Millennials and Australian Baby Boomers are the least budget conscious; more than 40 percent said budget was not a primary factor.
- For most generations in China and Japan, the largest portion of their travel budget is allocated to hotels. In Australia, flights top the list with 25 percent of the budget, on average.
- Chinese Millennials are the biggest shoppers, allocating the largest percentage of their travel budget to shopping (18 percent) – more than any other Asia-Pacific generation.
Destination Decisions & Booking Resources
- Baby Boomers are the most destination decisive generation across all three countries.
- Japanese travelers are the most open to destination inspiration; more than 60 percent don’t have a destination in mind or are deciding between two or more locales when they decide to take a trip.
- Online travel agencies (OTAs) and search engines are the leading planning and booking resources for most Asia-Pacific travelers.
- More than two-thirds of all Chinese travelers said ads can be influential in their decision-making process. Nearly 70 percent of Gen Z and Millennials and over half of older generations said ads with appealing imagery and ads with informative content can be influential.
- Forty-five percent of Japanese travelers said they can be influenced by ads with appealing deals.
- Over half of Australian travelers said they can be influenced by advertising with informative content or appealing deals.
More Multi-Generational Marketing Insights
For more findings and insights that marketers can leverage to better reach, engage and convert Asia-Pacific travelers, and to view the full study, please visit: http://bit.ly/apac-generational-trends. For country-specific generational findings, check out our blog posts on Chinese Travelers, Japanese Travelers and Australian Travelers.
About Expedia Media Solutions
Expedia Media Solutions, the advertising arm of Expedia, Inc., offers industry expertise and digital marketing solutions that allow brands to reach, engage and influence its qualified audience of travelers around the world. Through its vast network of leading travel brands and global points of sale, Expedia Media Solutions provides partners with proprietary data-driven insights about traveler behaviors during every stage of the purchase journey, along with dynamic advertising solutions, to deliver strategic campaigns and measurable results. For more information, visit www.advertising.expedia.com.
About Expedia, Inc.
Expedia, Inc. (NASDAQ: EXPE) is the world’s largest online travel company, with an extensive brand portfolio that includes leading online travel brands, such as:
- Expedia.com®, a leading full-service online travel brand with localized sites in 33 countries
- Hotels.com®, a leading global lodging expert operating 90 localized websites in 41 languages with its award winning Hotels.com® Rewards loyalty program
- Expedia® Affiliate Network (EAN), a global B2B brand that powers the hotel business of hundreds of leading airlines, travel agencies, loyalty and corporate travel companies plus several top consumer brands through its API and template solutions
- trivago®, a leading online hotel search platform with sites in 55 countries worldwide
- HomeAway®, a global online marketplace for the vacation rental industry, which also includes the VRBO®, VacationRentals.com® and BedandBreakfast.com® brands, among others
- Egencia®, a leading corporate travel management company
- Orbitz® and CheapTickets®, leading U.S. travel websites, as well as ebookers®, a full-service travel brand with websites in seven European countries
- Travelocity®, a leading online travel brand in the U.S. and Canada delivering customer service when and where our customers need it with the Customer First Guarantee
- Hotwire®, inspiring spontaneous travel through Hot Rate® deals
- Wotif Group, a leading portfolio of travel brands including Wotif.com®, Wotif.co.nz, lastminute.com.au®, lastminute.co.nz and travel.com.au®
- Expedia® Media Solutions, the advertising sales division of Expedia, Inc. that builds creative media partnerships and enables brand advertisers to target a highly-qualified audience of travel consumers
- CarRentals.com™, a premier online car rental booking company with localized sites in 13 countries
- Classic Vacations®, a top luxury travel specialist
- Expedia Local Expert®, a provider of online and in-market concierge services, activities, experiences and ground transportation in over a thousand destinations worldwide
- Expedia® CruiseShipCenters®, a provider of exceptional value and expert advice for travelers booking cruises and vacations through its network of over 240 retail travel agency franchises across North America
- SilverRail Technologies, Inc., provider of a global rail retail and distribution platform connecting rail carriers and suppliers to both online and offline travel distributors
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