Millennials plan to travel less this summer compared to last summer while their older counterparts are either increasing or maintaining planned summer leisure travel levels according to a national survey by D.K. Shifflet & Associates.
It remains to be seen whether this Millennial decline is actually an overall reduction in travel or simply a shifting of travel to shoulder seasons when travel prices are lower.
"Last year we saw quite a bit of optimism among Millennials in terms of their leisure travel intentions, notes Chris Klauda, Vice President at D.K. Shifflet & Associates. "One can speculate that perhaps economic reality is setting in for Millennials and they cannot afford to travel as much or they are now employed and have less time to travel." The good news for travel marketers is that GenX and Boomer summer travel intentions are positive which bodes well for a successful summer season.
The increase in GenX planned summer leisure travel comes with strings attached. While GenX travelers plan to travel more days, they do not plan to spend more money compared to last summer according to the DKSA report. Travel marketers should be sensitive to this price conscious GenX generation when planning summer promotions.
* Age as of 2013
D. K. Shifflet & Associates has been producing quarterly travel intention reports to help marketers anticipate and plan for fluctuations in travel demand and spending. Fall 2013 intentions will be available in August.
Results based on a representative sample of the U.S. population (n=8705) interviewed in April 2013 for summer travel intentions by D.K. Shifflet & Associates Ltd. DKSA is located in McLean, VA and has, for the last 28 years, provided the Industry's most complete consumer based travel data on U.S. residents and their travel worldwide.
Media Contact:
Jim Caldwell
703.536.0933
jcaldwell@dksa.com
www.dksa.com
Source: Hotel News resource
