Authentic experiences and social share ability among key travel demands for Millennials in Thailand: Expedia study

BANGKOK — Expedia.co.th released findings from the 2017 Expedia Millennial Traveller Report, which revealed that authenticity of travel experiences and share ability on social media are two integral components for travel among the Millennial generation.

 

The 2017 Expedia Millennial Traveller Report, which surveyed 21,000 consumers from 21 markets, also uncovered the unique motivations and aspirations driving the demand for travel among Millennials in Thailand and around the world. Known for their distinctive attitudes towards spending, Millennials born between 1982 and 1999 tend to place higher value on investing in experiences such as travelling, than on owning high-value possessions. According to the study, seven in 10 (72 percent) Millennials expect to go on a dream holiday in the future, while a smaller proportion - six in 10 (64 percent) Millennials expect to buy a brand new car in the foreseeable future.

 

In addition, Millennials in Thailand are more likely to invest in travel experiences compared to the older generations. 84 percent of the Millennials surveyed travel at least once a year, compared to a smaller proportion - 82 percent of Generation X, and 73 percent of Baby Boomers doing the same. With a stronger desire to enrich their lives through travel, Millennials today also expect a higher level of personalization from their travel brands of choice.

 

As digital natives, Millennial travellers are extremely mobile and active on social media, even when they are on holiday. More than half (55 percent) of Millennials surveyed globally said that they have posted photos or videos of their holidays on social networks, compared to only 34 percent of Non-Millennials. Millennial travellers are also more inclined to log their globetrotting trips on social media, with four in 10 Millennials using social media to record the most important moments of their lives, compared to only two in 10 Non-Millennials.

 

When it comes to the expectations for comments on social media, Millennials tend to hold social media comments with higher regard compared to Non-Millennials. 62 percent of Millennials in Thailand agree that it is important that people comment on the holiday photos they post on social networks, compared to just 50 percent of Non-Millennials.

 

For Millennials, authentic travel experiences come in various forms: cultural appreciation and living like a local; independence and finding those hidden gems; originality and balancing the iconic with those experiences that are more off the beaten track. 7.6 in 10 (76 percent) Millennials in Thailand concur that experiencing the authentic culture of a destination is the most important aspect of travelling. As much as uniqueness is crucial to authenticity, Millennials are also a risk-adverse bunch. Travel activities or itineraries that are untested are not particularly attractive. Instead, Millennials seek authentic experiences that are verified by others, and rely on peer-led reviews for such verifications.

 

As Millennials take to sharing their holidays on social media, holiday-seekers also turn to social media platforms to seek inspiration for their next travel destinations. 44 percent of Millennials surveyed globally said that holiday photos posted by their contacts on social media play a part in influencing their choice of destination for the next holiday, compared to 30 percent of Generation X and 18 percent of Baby Boomers sharing the same sentiment.