We all know those aged between 16 and 24 (Gen-Y) are social media freaks, will challenge managed travel policy, and start hyperventilating if apart from their phones for more than two minutes.
A major study by Voxburner, a UK digital agency which focuses on attitudes, habits and behaviour of young consumers, has attempted to get under the skin of a wide range of issues around where, how and why this Gen-Y take trips.
The full and extensive report is here.
We have picked out a few of the tech and digital elements:
Biggest influence on destination choice:
- Social media - less than 5%
- Online reviews - 11%
- Friend or family recommendation - 45%
Starting point for travel research:
- Hotel website - 1%
- Airline website - 4%
- Social media - 4%
- Review website - 13%
- Search engine - 58%
Interestingly, the vast majority of those questioned in the survey (ratio of four-to-one) had not used any directly travel-related mobile apps during their travels on the past 18 months.
But social media is another case entirely.
Around a third (34%) are checking social media sites at least once a day, with Facebook, Twitter and Instagram the most widely used.
So what about mobiles and other devices?
There is some interesting data in the study around what 16-24s would like to use their mobiles for (or not) in order to enhance their travel experience:
For example, very few would have a phone double up as a concierge-type service (apps for opening doors, paying for taxis) or for meeting other travellers.
But they want translation services, being able to book destination activities and flights.
Away from tech, but a massively important area for companies targeting Gen-Ys. The survey asked what should travel companies make their "top priority for the future".
Eco-type concern was banished to less than 20%, providing bespoke trips came in at 30%, coming up with new travel experiences at 40% and, inevitably, providing cheaper trips was the winner with 60%.
NB:Selfie teenage travel image via Shutterstock.