yougov-2017年千禧一代旅行者报告（英文）-22页

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1、MillennialTravellersRe-writingtheTourismLandscapeT+49221-42061-0Einfo@yougov.dehttp://yougov.de/loesungenGettoknowatargetgroupthatisfullofadventureThemillennials,definedhereaspeoplebornbetween1980and1999,arethelargestgenerationever–andtheyhaveahighaffinityWhichtypesoftourismaremille

2、nnialsfortravellingtheworld.seeking?However,theirdemandsconcerningindividualism,experienceandlocalexplorationWhatkindoftravellersarethey?intravellingarelargelyunmetbydestinationsandtouroperators,leadingtoashifttowardsViawhichchannelsdoyoureachthembestindividualbookingandthesharingec

3、onomy,–inbothbookingandcommunication?e.g.Airbnb.WhichactivitiesdoyouneedtoofferandTravelcompaniesneedtounderstandthishighlight?criticaltargetgroupindetailinordertomeettheirdemandsandgetthemtobookyourWhichbrandsperformwellformillennials–services.bothintravelandothersectors?Thisreport

4、stargetsfourofthemainsourcemarketsformillennialsastourists:theUK,US,Whichtechnologiesaretheyusing–whichGermanyandChina.onesshouldyouusetotargetthem?©YouGov20172Part1:Education,wealthandadventurousness–yourperfecttargetgroupPeoplebornbetween1980and1999arecalledmillennials.Morethanone

5、infourpeoplealivetodaybelongtothemillennialgeneration.**Source:PopulationPyramid.net©YouGov20173MillennialsareoneofthelargestgenerationseverShareofpeoplebelongingtothemillennialsgeneration:26%16m23%73m21%17m31%415mSources:USCensusBureau,statista,OfficeforNationalsStatistics;China:Go

6、ldmanSachsSources:USCensusBureau,statista,OfficeforNationalsStatistics;China:GoldmanSachs©YouGov20174Millennialsareengagingintravel–buckingthetrendoftravellingmoreastheyagetowardsretirementNumberofholidaystakeninthelast12months*:0.210.370.20.260MillennialsNon-Millennials0.250.450.

7、260.210.280.240.270.2510.220.220.250.220.230.180.230.2220.220.160.240.320.260.170.260.253ormoreApartfromChina,millennialsarelesslikelytogoforonlyoneholiday.Theyare0.310.160.240.24usingtheirspendingpowertogatherexperiencesaroundtheworld–helpedby-0.050.050.150.250.350.45-0.050.050.150

8、.250.350.45-0.050.0