Millennial and Gen Z travelers are twice as driven by travel perks as older generations, according to the new Understanding the Traveler’s Journey customer lifecycle report from Yes Marketing. The report surveyed 1,000 travelers and found that while more than half of consumers (58%) say price is the most significant factor when selecting a new travel and hospitality brand, almost 1 in 5 (19%) cited quality and 9% identify perks as most influential in
their decision.
Additional highlights from the report include a finding that 40 percent of consumers identified relevant messaging as the most influential factor when booking travel with a new brand, followed by a brand’s perceived value compared to its competitors (18%).
Seventy-one percent of Gen Zers say that they are influenced by negative reviews about brands they’ve used in the past, compared to only 56 percent of Gen X and 47 percent of Baby Boomers.
Finally, 32 percent of consumers say they rarely or never receive relevant communications from travel and hospitality brands they’ve used before.
Yes Marketing is a marketing firm that provides program strategy, database architecture and campaign execution. The 2019 edition of its annual Understanding the Traveler’s Journey customer lifecycle report surveyed 1,000 travelers.
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