Millennial travelers are most likely to pre-book destination activities, and destination activities are most popular among this age group, according to the new Hotel Ancillary Opportunity Report by travel technology company iSeatz, Inc.
According to the study, travelers aged 18-34 were most likely to pre-book activities, followed by those aged 35 – 54, with older travelers (55+) showing the most resistance to pre-booking.
Last Trip In-Destination Activities Booking Window
| Ages 18-34 | Ages 35-54 | Ages 55+ | Overall | |
| Before booking flights or hotels | 25% | 18% | 8% | 19% |
| At the same time as booking flights or hotels | 26% | 20% | 12% | 20% |
| While in-destination but at least a day before | 17% | 20% | 23% | 20% |
| The day of the activity | 31% | 41% | 60% | 41% |
“Millennials and Gen Xers are a strong and willing market, showing the highest likelihood of engagement in these activities,” said Kenneth Purcell, founder and CEO of iSeatz, in a written release.
In-destination activities were also the most popular among Millennials, who were the heaviest consumers across all segments, especially for day trips and excursions, as well as theme park admission.
Last Trip In-Destination Activities Purchased
| Ages 18-34 | Ages 35-54 | Ages 55+ | Overall | |
| Ticketed event (theater, sporting event or concert) | 43% | 38% | 36% | 40% |
| Tour or activity (snorkeling, sightseeing tour or yoga class) | 42% | 34% | 19% | 34% |
| General admission attraction (museum, zoo, theme park or monument) | 39% | 35% | 22% | 34% |
Overall, 81 percent of respondents had participated in a bookable in-destination activity during their last trip, according to the report, with day trips, excursions and sightseeing tours (42%), visiting museums, galleries or cultural attractions (30%) and outdoor activities (28%) the most popular. Day trip, excursion and sightseeing tours are the most booked in-destination activity, especially among 18- to 34-year-olds, as 50% booked one for their last leisure trip.
Last Trip In-Destination Activities
| Ages 18-34 | Ages 35-54 | Ages 55+ | All Ages | |
| Day trip, excursion or sightseeing tour | 50% | 38% | 38% | 42% |
| Museum, gallery or cultural attraction | 34% | 24% | 26% | 30% |
| Outdoor activity (such as water sports and hiking) | 30% | 27% | 27% | 28% |
| Ticketed event (theater, sporting event or concert) | 26% | 20% | 16% | 21% |
| Theme park or amusement park | 27% | 21% | 7% | 19% |
| Other | 4% | 9% | 15% | 9% |
The stage at which these in-destination activities are booked varies significantly, iSeatz said. For both tours and activities (including snorkeling, sightseeing tour or yoga class) and general admission activities (such as museum, zoo, theme park or monument), most were booked while the consumer was within the destination and, for the most part, on the day of the activity itself. In contrast, ticket events such as concerts, sporting events and theatre tickets tend to be booked prior to travelling, with only just over one-third booked the day before or the day of the event itself and nearly one-third securing tickets before booking the flight or hotel. Such a pattern makes sense, as in many cases the event in question may be the motivation for the trip, making the pre-booking of event tickets essential.
The research by iSeatz and Phocuswright included an online consumer survey between March 8 and March 15, 2017, through Lightspeed, targeting the general U.S. adult population who has internet access and travels for leisure, as well as a series of in-depth, 30- to 40-minute telephone interviews with key personnel within U.S. hotels.
Related Stories
Stats: International Summer Travel Up 26 Percent, Says American Express
Stats: Kuala Lumpur Has Least Expensive Accommodation Costs
Stats: Trip Budgets to Decline 20 Percent This Summer
Stats: Antarctica Cruises to Hit Record With 5 Percent Increase This Year