Millennials and retirees share similar travel motivations such as enhancing perspective, feeling liberated, and immersing in local culture. However, millennials uniquely crave excitement. While most travelers are excited when booking a trip, many properties do not capitalize on this feeling by making guests feel the holiday has begun or providing travel suggestions before arrival. Returning from travel inspires cultural enrichment as travelers become more tolerant, learn new skills, and explore their own cities more.

1. 54% of travellers are excited when
booking travel. But properties aren’t doing
enough to capitalise on this feeling.
Only 16% try to make
guests feel like the holiday
has already begun, and
only 27% provide travel
suggestions before arrival.
Millennials and retirees share 7 out of 8 travel
motivators, and are especially aligned about
wanting to enhance perspective, feel liberated
and immerse themselves in local culture.
The one difference:
Millennials crave excitement.
TRADING EXCITEMENT FOR FULFILMENT
How global travellers feel during a holiday:
Booking Arrival Stay Departure Home
66% of travellers are prompted to
plan another trip after returning home
from holiday, with the USA the most
popular follow up destination.
As the top motivator, “enhancing perspective” drives 71% of global travellers to go on holiday.
Here’s what sets us apart:
Excited
Fulfilled
Closer to loved ones
54%
55%
47%
31%
47%
45%
19%
26%
24%
11%
20%
25%
9%
12%
7%
11%
WHAT MOTIVATES US TO TRAVEL?
MIDDLE EASTERNERS
go away to experience
local life.
NORTH AMERICANS
want to strengthen relations
with close ones.
¡Hola! LATIN AMERICANS
travel to meet new people.
AFRICANS want
to feel special
and pampered.
ASIANS really fall for
exhilarating experiences.
Remember that
AUSTRALASIANS seek out
memorable moments.
EUROPEANS want to brag
about #EnviableExperiences.
Travellers most likely to plan a new trip right away Brazilians
85%
Australians
84%
The British
79%
REPEAT AFTER THEM
Properties with a 75%+ repeat guest rate tend to:
BOOKING
48%
Reassure guests
about booking
PRE-STAY
34%
Start building
relationship
POST-STAY
48%
Build lasting
relationship
DURING STAY
49%
Give exceptional
service
TRAVEL LEADS TO CULTURAL ENRICHMENT
Returning from holiday inspires travellers to:
Be more tolerant
of others
Learn a new
language/skill
Focus more on
relationships
Become more
spiritual
Global
APAC
Explore their
own city more
45%
41%
37%
40%
34%
31%
23% 24%
13% 15%
DON’T PUT AWAY THE SUITCASE JUST YET
38% of global travellers —
including 32% of APAC travellers
— expand their diets to include
new foods from their travels.
Contrary to popular belief,
travellers are 9 times more
likely to crave unique rather
than pampered experiences.
Spicing up your life
More than just lounging
by the pool
Next holiday:
The honeymoon
5% of travellers worldwide —
including 4% of Asian and Australasian
(APAC) travellers — say a trip prompted
them to get engaged or married.
Hook travellers when they’re excitedDifferent generations, same motivations
56%