Travel priorities shifting to experiences

A CONSUMER shift away from material goods towards experiences is moving into the travel world.

In a survey conducted by The Centre for Generational Kinetics for online travel agency Expedia, nearly three-quarters (74%) of the more than 1,250 US respondents ages 18-65 polled said they would prioritise spending disposable income on experiences, over products or things.

More than half of American respondents (57%) also said they’re currently saving money specifically to pay for upcoming travel. That figure is highest for millennials, at 65%.

The survey also shows that while the youngest cohort, Generation Z, values adventure and new experiences more than anything else, baby boomers are more likely to prioritise traditional travel experiences like sightseeing and touring.

Gen X and millennials, on the other hand, tend to seek out beach Game of Thrones-

right), Traveler.

Like the cut-throat world of Game of Thrones, the ice hotel is not for the meek, as guests must be brave enough to sleep in -5°C and spa destinations.

Social media has also changed the way consumers make travel choices.

For example, 36% of Gen Z travellers have chosen a travel destination after seeing posts on social media, while 27% of millennials have turned to social media to canvas their friends before booking a trip.

The survey results echo the findings of a recent US study published in the journal Tourism Management, which found that the potential validation of peers and friends on social media can play just as important a role as price and weather in determining travel choices.

The more impressive a destination sounds on social media, the more likely people are to book a trip in the near future, according to the research. – AFPRelaxnews