旅行回归：Z世代、千禧一代和X世代期待什么（EN）_24页_5mb

Return to Travel: Generational Expectations

Core Content

This report by Publicis Sapient explores the evolving expectations of Gen Z, Millennials, and Gen X travelers in 2022, following the impact of the COVID-19 pandemic. It highlights how travel priorities, concerns, and preferences vary across generations and regions, emphasizing the need for personalized and transparent travel experiences.

Main Generational Travel Priorities

• Gen Z (Ages 18-25):

  • Top Priority: "Once-in-a-lifetime experience"
  • Travel Preferences: Shorter trips, more likely to travel with friends, more open to using AR/VR for travel previews, and more willing to accept quarantine or testing requirements.
  • Technology Use: Heavy reliance on social media platforms (YouTube, TikTok, Instagram) for travel planning, and more likely to seek human assistance during booking.
  • Vaccination Rate: 70% fully vaccinated, lower than other generations.
  • Travel Frequency: Lower than Millennials, with 22% planning 1-2 day trips.

• Millennials (Ages 26-40):

  • Top Priority: Safe and secure trips
  • Travel Preferences: More open to using new travel tech (AR/VR, cryptocurrency), more likely to travel abroad and to visit friends and family.
  • Technology Use: Most open to AR/VR and cryptocurrency, more engaged with Facebook for travel ideas.
  • Vaccination Rate: 82% fully vaccinated.
  • Travel Frequency: Most frequent travelers, with 20% planning 4+ trips.

• Gen X (Ages 41-57):

  • Top Priority: Value for money
  • Travel Preferences: More likely to travel domestically, prefer family travel, less open to new tech like AR/VR and cryptocurrency.
  • Technology Use: Least open to futuristic booking options.
  • Vaccination Rate: 86% fully vaccinated.
  • Travel Frequency: Take the longest trips, with 46% planning 7+ days.

Key Travel Concerns

• Top Concern: Cost (44% of respondents cited this as their biggest concern)
• Other Concerns: Safety, travel restrictions, health concerns, booking flexibility, and sustainability
• Regional Differences:
  • UAE: Most frequent travelers, travel further and longer, more likely to visit friends and family.
  • U.S. and U.K.: More likely to travel to "get away," with shorter trips and lower travel frequency.

Travel Booking Trends

• Digital Booking Preference: All generations prefer booking online, but there are hesitations due to trust issues.
• Main Frustrations:
  • Trusting that you get what you pay for
  • Difficulty booking or managing reservations
  • Lack of personalized recommendations
• Popular Booking Channels:
  • Search engines (Google, Yahoo)
  • YouTube and travel review sites
  • Social media (Instagram, TikTok)

Key Recommendations for Travel Brands

1. Develop a Customer Data Platform (CDP):

   • To understand and target individual customer preferences across digital channels.
   • Enables personalized marketing and a better customer experience.

2. Promote Data-Informed, Personalized Travel Offers:

   • Tailor offers to individual needs rather than using generic discounts.
   • Gen Z may not be influenced by safety measures, while Gen X prefers value.

3. Communicate Transparently with Consumers Online:

   • Build trust by providing clear, detailed, and targeted communication.
   • Help customers feel confident about their bookings and understand what they're paying for.

Summary of Technology Preferences

• AR/VR: Most popular with Millennials, least with Gen X
• Cryptocurrency: Most open with Millennials, least with Gen X
• Travel Subscriptions: Most open with Millennials, least with Gen X

Conclusion

The return to travel in 2022 is marked by a shift in consumer behavior and expectations. While cost remains the top concern, there's a growing need for personalized, transparent, and seamless digital experiences. Each generation has distinct travel motivations and concerns, which travel brands must address to regain trust and provide meaningful, tailored travel solutions.