旅行回归：Z世代、千禧一代和X世代期待什么

publicissapientReturn toTravel:What do GenZMillennials and Gen X Expect?A travel industry report by Publicis Sapient. THE FUTURE OFTRAVELISNOWSince the onsrt cf COVID-19, the travelRespondents' budgots are strained, theirand hospitality in dustry has been ferced tostress levels are heightened, and in manyadapt to rapidly changing safety guidelinescases, free time Is limited, putting pressureand consumer behaviorsoa trips to live up to travelers highexptctations.WhatdoestheWhile we know that people are finallyreturning to travel in 2022, ve also kno#future oftravelthat this return locks quite differenthsxe bren working overtime to meetzcross countries and age groups, just likeheightened consumer desires, our surveyand hospitalitythe varying effects of COVID-19 struckresults praved that mesxt Iravelers still havelook like in 2022diverse demographics in differeat ways.frustrations and reservations with theplanning and boaking proceoexfor three differentThis lezds to our question: What does thefuture of travel and hospitality lpok like inIndustry leaders can use the findingsgenerations?2022 for three different generations?In this report to understand the mostOur sarrey showed that visions for the idealtrip look dfferent across age groups andthe return to travel—an d how to meettime zones, highlighting a crucial nted forthese changing needs this yearpersonakzed offerings from trarel brands KEYFINDINGSTravel priorities:AmongGenZ respondents,aonce-in-α-lifetime experience"is the top priority.For Millennials, it's safe andsecuretrips,and GenXis disproportionatelylookingfor valueforthe moneySustainability in travel:Millennials are slightly more likelythan Gen Z and Gen X to say that sustainability plays a vitalrole in where they travel, with 2/3 saying they agree with thestatement,versus64%ofGenZand54%ofGenX.Digital versus concierge:Gen Zwas more likelythanother generations to prefer the help of a human being-suchas aconcierge,customer service ora travel agent-when researchingcertaintravelexperiences.Toptravel concerns:Thetopconcernforrespondentsplanning a trip is cost.Other concerns included safety,restrictionsontravel,health concerns related to the pandemic,bookingflexibility,and sustainabilityVR/AR travel planning:More than half of respondents area destination before going, with Millennials being the mostinterested compared to Gen XandGen Z. BYTHENUMBERSON AVERAGE,WHEREDOESEACHGENERATIONDIFFER?How long is your trip?Gen Z: Shorter tip lengthMillennials: In the middleGen X: Longer trip lengthLength of next vacation0545464035333026 27 26 2525 21 22 222018..18151210 10 10501 or 2 dlaryt3 ot 4 doyt5 or 6 dloryt7 or more dayt- Totol Gen Z- Mllenniole= Gon XHOW FAR AREYOU TRAVELING?How long is your trip?Gen Z: Least likely to trovel domesticGen X: More likely to travel domesticMillennials: In the middleOen XNorth Amerlca32%28%32%Central America and the Caribbean10%10%8%South Amsrica7%9%3%Europe40%45%42%Middle East13%23%13%Africa%810%6%Asia23%31%18%Australla and Pacific Islands6%%L4%Domestie travel within my country24%29%39% WHO ARE YOU TRAVELING WITH?Millennials: More likely family or partnerGen Z: More likely friendsGen X: More likely family or partnerGen ZMillennialsGen XFriendsFamily/PortnerWHAT MOTIVATES YOU TO TRAVEL?Cen Z: A once-in-o-lifetime experienceMillennials: Specific leisure events, new cultures, new destinationsCen X: A destinotion I've been to previouslyGen XGen ZMille nnialsTried and trueNew and excitingWHAT IS YOUR QUARANTINE CONCERN?Gen Z: More willing to guarantine or testMillennials: In the middleGen X: Less willing to quarantine or testGen XMille nnialsGen ZI Won't test/quarantineWill test/quarantine HOW OPEN ARE YOU TO PAYING WITH CRYPTO?Gen Z: In the middleMillennials: Most openGen X: Least opanGen XGen ZMillennialsNot interestedInterestedHOW OPEN ARE YOU TO PREVIEWING A DESTINATION WITH AR/VR?Cen Z: In the middleMillennials: Mest openCen X: Leost openGen XGen ZMillenniolsNot interestedInterestedAREYOU INTERESTED IN ATRAVEL SUBSCRIPTION?Gen Z: In the middleMillennials: Most openGen X: Least openGen XGen ZMillennialsNot interestedInterested GENAges 18-2550% live with parentsWHATKINDSOFVACATIONSDOESGENZTAKE?25% live with partnerGen Z, the youngest group surveyed,with a friend group rather than familytakes shorter vacations on average.or a partner. Roughly 22% of Gen ZAboat 22% of G en Z respondents saldrespendeats confirmed they prefer totheir next vacation would be 1-2 days,travel mest with friends, compared tecompared to just 10% of Millennials andjust 14% of Millennials and 9% of Gen XGen X saying the same.saying the same.As the upcoming age greup of spenders,Th t most commen G en Z answer formore Gen Z respondents say cost iswhat makes them mere likely to traveltheir biggest concern for travel thanIs a 'once-in-a-lifetime experience,'older respon dents.surpassing affordability and safeTh eryoung digital nativsdestinations.HOWDOESGENZTHINKABOUTCOVID-1ANDTRAVEL?Gen Z. is the age grcup most willi