Millennials are considering more sources of information than ever before when planning a vacation, according to MMGY Global's 2015 Portrait of American Travelers. Over a third of Millennial travelers say they are relying on more sources of advice than ever before when making vacation decisions, significantly more than their older counterparts.
In the survey, MMGY Global asked respondents what types of sources they consider at four stages of the travel planning process:
1. Looking for vacation ideas and inspiration
2. Checking out ratings and reviews
3. Comparing prices and features
4. Making reservations
Millennials consider significantly more sources of information than their older counterparts consider at every stage of vacation planning covered in the survey. Throughout the vacation planning process, Millennials consider, on average, over 11 more sources than Xers or Boomers, and over 15 more sources than Matures. The stage with at which the biggest discrepancy occurs is phase three, comparing prices and features, during which Millennials consider an average of almost ten sources, compared to Xers or Boomers who only consider over five, and Matures who consider four. This suggests that Millennials are more price/value sensitive, more susceptible to the influence of the content found on advisory websites, and therefore have the potential to be influenced by travel messaging more frequently than other generations throughout the planning process.
On average, Millennials consider over seven more information sources during vacation planning now compared to only one year ago. Similar to this year’s generational breakdown, the biggest variation is apparent during the comparing prices and features stage, at which Millennials now reference more than three different information sources.