Stats: Millennial Travelers Most Likely to Pre-Book Destination Activities

Millennials are prime targets for such celebratory travel as babymoons, mini-moons and gap year trips.

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. 


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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.

Source: iSeatz

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