As an industry that once depended on travel agents and destination ads on TV, travel and tourism businesses are finding that reaching and converting two key demographic groups can prove difficult. For instance, according to a just released survey, two-thirds of millennials (those aged 18-34) and four out of five centennials (ages 13-17) prefer to get their content and inspiration for destinations to visit either via in-person recommendations or the social network—not with TV or print media ads. The survey in question was prepared by Chute—it is a San Francisco-based company that specializes in visual marketing—which interviewed more than 200 13-to-34-year-olds for its study.
Both millennials and centennials travel frequently, with 78 percent of people from both generations taking at least one overnight trip within the last year. And while centennials might not have that purchasing power—83 percent said they are consulted by family members when planning a trip. For your own review, we’ve arranged some of the findings of the Chute survey and report in the following tables.
What is your preferred media format for travel content and inspiration?
| Preferred Format | Centennials | Millennials |
|---|---|---|
| In-person recommendations | 53% | 27% |
| Social media | 27% | 40% |
| TV ads | 8% | 6% |
| Destination websites | 7% | 17% |
| Travel agents | 3% | 7% |
| Print media | 2% | 4% |
Which social media platforms do you choose for travel inspiration?
| Platform | Centennials | Millennials |
|---|---|---|
| 54% | 48% | |
| Youtube | 43% | 55% |
| 39% | 70% | |
| 25% | 41% | |
| Snapchat | 14% | 16% |
| Tumblr | 11% | 25% |
| 11% | 14% |
What type of content would most make you want to visit a location?
| Type of content | Centennials | Millennials |
|---|---|---|
| Authentic photos and videos | 52% | 51% |
| Influencers | 22% | 9% |
| Reviews | 14% | 21% |
| Celebrity endorsements | 8% | 4% |
| Ads | 4% | 15% |
When do you share content related to your own travels?
| Age Group | During | After |
|---|---|---|
| Centennials | 69% | 85% |
| Millennials | 74% | 83% |
Where are you most likely to share your travel-related content?
| Venue for content | Centennials | Millennials |
|---|---|---|
| 45% | 24% | |
| 40% | 63% | |
| Youtube | 12% | 7% |
| 3% | 6% |
How many photos do you typically share?
| Number of Photos | Centennials | Millennials |
|---|---|---|
| 1 - 5 photos | 65% | 37% |
| 6 -10 photos | 17% | 32% |
| 11+ | 10% | 26% |
| None | 7% | 6% |
Do you use hashtags when sharing?
| Hashtag Use | Centennials | Millennials |
|---|---|---|
| Use none | 38% | 67% |
| Use one | 34% | 22% |
| Use multiple | 26% | 11% |
Do you follow specific destinations on Instagram?
| Answer | Centennials | Millennials |
|---|---|---|
| Yes | 18% | 37% |
| No | 82% | 63% |
How do you most want a destination brand to interact with you?
| Answer | Centennials | Millennials |
|---|---|---|
| Like or comment on my photo | 48% | 43% |
| Re-share my photos, with credit | 40% | 40% |
| Converse with me on a platform like Twitter | 12% | 17% |
