With millennials on average spending more than any other generation on travel, visual search, insights, rights management and publishing solutions provider Chute recently conducted a survey in an effort to illuminate the generation’s travel habits.
Chute surveyed 200 millennials (aged 18-34) and centennials (aged 13-17) about what inspires their travel as well as how they share and consume travel-related content.
While unsurprisingly, social media is the No. 1 source of travel inspiration for millennials, more than half of surveyed centennials indicated that in-person recommendations were their top source. Based on Chute’s survey, millennials also rely more heavily on destination websites, travel agents and print media for inspiration, whereas centennials get more inspiration from travel television ads.
When it comes to consuming travel content, both generations can agree on social media, with Instagram, Facebook and YouTube leading the way. Keep in mind that centennials tend to prefer Instagram to Facebook, and vice versa for millennials.Pinterest, Snapchat, Tumblr and Twitter are also popular means of consumption.
As expected given their travel-related content consumption habits, Instagram has emerged as the preferred sharing method for centennials, with 45 percent indicating they are most likely to share through the photo-based social networking service.Meanwhile, 63 percent of millennials said they are most likely to share their travel experiences on Facebook.
Interestingly, while centennials are slightly more likely to share their travel experiences after their trip than millennials, the latter generation is more likely to share during their trip.
“This study indicates how they [millennials] choose where to travel is very different than previous generations and many standard marketing approaches will fall flat,” said Chute co-founder and CEO Ranvir Gujral in a statement. “Destinations that wish to reach these travelers must adjust their marketing strategies to include a strong social component and work to understand both the content and platforms most important to them in order to be successful in the near and long term.”The following infographic courtesy of Chute provides additional insight.