Baby Boomers may still be boasting about the fun they had in the 1960s, and Generation X-ers may have finally shaken off their slacker image, but Millennials (aged 18-34 years*) are the generation on everyone’s lips these days. The tourism industry is no exception, with Millennial travel trends currently a hot topic. But are Millennial holiday-goers really so different from everyone else? It all depends on what you’re comparing, the latest findings from Roy Morgan Research show.
Between April 2015 and March 2016, 69.0% of Millennials reported taking at least one holiday in the preceding 12 months, marginally behind 70.7% of Australians 35+ (who, for the sake of convenience, we’ll call non-Millennials).
Despite the relatively similar proportions of total holiday-goers, Millennials (16.4%) were noticeably more likely than non-Millennials (12.6%) to have taken their last holiday overseas. Conversely, a higher proportion of non-Millennials (56.3%) than Millennials (51.2%) took their last holiday within Australia. As the chart below shows, Victoria and Tasmania were the only states more likely to have been visited by holidaying Millennials than non-Millennials.
State visited on last domestic holiday: Millennials vs non-Millennials
Source: Roy Morgan Single Source (Australia), April 2015-March 2016, n=7,837
Holiday intention for the next 12 months follows a similar trend. While Millennials (12.9%) are more likely than non-Millennials (9.8%) to be planning an overseas holiday, there is little difference in the proportions of each group planning an Aussie getaway (58.8% and 57.5% respectively).
Once again, Victoria is the clear Millennial destination of choice, with 20.6% of them planning a holiday there in the next 12 months (compared with 16.5% of non-Millennials). NSW tops the list for non-Millennials (19.5%, vs 18.3% of Millennials).
Almost identical proportions of each group are planning trips to Tasmania, WA, the ACT, the NT and Queensland.
Action-oriented and eco-conscious
But just when you started wondering whether the Millennial phenomenon was a case of hype over substance, our data reveals that they do diverge from older travellers in some noteworthy ways: holiday attitudes being a particularly striking example.
A different approach to holidays: Millennials vs everyone else
Source: Roy Morgan Single Source (Australia), April 2015-March 2016 (n=14,380). Base: Australians 18+
Whereas just 12.1% of Aussies 35+ agree with the statement, ‘I prefer the bright lights and big cities when I travel’, this figure more than doubles to 28.8% of 18-34 year olds. Attitude statements such as ‘I like going away on weekends’, ‘For my next holiday, I’d really like a total ecotourism experience’ and ‘It only feels like a holiday if I leave Australia’ also reveal considerable variation.
* NB: Like all generational definitions, opinion varies as to Millennials’ exact age span, but 18-34 falls within most parameters.