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The Rise of the Asian Millennial Traveller, Micecon Manila 2015

For an industry that’s as fast-moving and competitive as the global travel and tourism industry, it’s logical to look ahead; to seek opportunities to launch new products that appeal to new groups of consumers.
Given that these young people will increasingly be travelling to and from the Philippines as well as other countries in the Asia-Pacific region, it’s even more important to understand what motivates them, what makes them happy and how they plan their journeys. Crucially, Millennials have grown up in very different times to their parents, and this makes them a fast-moving, fast-thinking and unpredictable generation of travellers!
At MICECON Manila 2015, the Philippines' national tourism conference, Peter Jordan, Senior Tourism Analyst with Toposophy discussed recent consumer trends among the Millennial generation that will affect the travel industry of tomorrow, and explained how all tourism players across the Philippines can start to orientate their product towards this exciting, powerful group of young consumers.

The Rise of the Asian Millennial Traveller, Micecon Manila 2015

  1. 1. The Rise of Asian Millennial Travellers MICECON 2015, Marriott Manila Peter Jordan Senior Tourism Analyst
  2. 2. • Senior Tourism Analyst, TOPOSOPHY • Specialist in Millennial traveller trends and strategy • Over 13 years’ experience in global tourism policy (UNWTO, WYSE, PATA) • Consultancy and strategic advice on making your destination ready for next-gen travellers • TOPOSOPHY: Helping Destination Marketing Organizations become future-ready Peter Jordan
  3. 3. WE ARE A DESTINATION MARKETING AGENCY. We provide tourism organizations, associations and companies (both public and private) with practical solutions to develop, manage and market places as tourism destinations, accompanying them on every step of the way. WE REVEAL THE BEST OF WHAT EVERY PLACE HAS TO OFFER
  4. 4. WE REVEAL THE BEST OF WHAT EVERY PLACE HAS TO OFFER
  5. 5. Research partner to PATA Youth Travel Study: ‘Stepping Out of the Crowd’ - coming soon
  6. 6. CONTENTS • Defining ‘Millennials’ • Shaping the generation • How do Millennials travel differently? • The Rise of the Young Asian Traveller • 7 Tips for Putting Your Destination on the Millennial Map
  7. 7. It’s definitely more fun in the Philippines!
  8. 8. Defining ‘Millennials’
  9. 9. Millennials: • The current young generation, aged 18-34 • Also known as Gen-Y, the ‘Me’ Generation 1970 1980 1990 2000 2010 2020 Born during this period Enters teenage years and becomes an independent consumer, post the year 2000 Gen X & Baby- boomers ‘Gen Z’
  10. 10. Travellers Consumers Individuals Thinking about Millennials:
  11. 11. The same, but different SCHOOL LEAVER / APPRENTICE YOUNG PROFESSIONAL / STUDENT / ‘NEET’ PARENT / MARRIED / SINGLE • Young people are very diverse. Their needs and tastes can change rapidly as they grow. • Search is by product and interest, not age. • It’s why we need to understand young peoples’ self-expression through consumption, especially in travel.
  12. 12. The same, but different Millennials are defined by the times in which they grew up: world events, the economy and social change. Experiences of these differ around the world. Source: PopulationPyramid Gen Y Gen Z
  13. 13. Gen Y and Gen Z in Asia: Population of 15-29 year-olds in 2015 vs. 2030 China 318m (2030, 333m) Indonesia 64m (2030, 82m) Philippines 29m (2030, 42m) Japan 19mR.O. Korea 10m Thailand 15m (2030, 19m) Source: World Bank, 2014
  14. 14. A generation shaped by world events…
  15. 15. Source: Viacom Intl Mediaworks, The Next Normal (2012)
  16. 16. Shaping youth attitudes in Asia… Rapid urbanization << Economic growth Changing demographics Expansion of international education Rising middle class >> Improved gender equality in education and work Influence of social media << Online 24/7 Globally aware, keen to travel
  17. 17. Summary: This generation is... Hyper connected, globally aware More realistic, looking to get ahead Hard working, but happy to self-indulge Seeking support, advice & reassurance Just wants to be happy
  18. 18. How do Millennials travel differently?
  19. 19. 1. More connected than any previous generation This is the generation that grew up with: • ‘Internet everywhere’ (3G, Wi-Fi) • E-Commerce • Mobile devices • Social media • E-travel (reviews, metasearch, last minute booking, group deals) • The concept of ‘personal branding’ through travel
  20. 20. Connected at every stage of their journey Dreaming Planning Booking Travelling Experiencing Reflecting
  21. 21. 2. Social media rules • For Millennials, social media is their primary source of news, information, inspiration and advice. • Social media is used throughout Millennials’ journey: when dreaming, planning, booking, experiencing, and reflecting. • Where you travel says a lot about you, and social media magnifies Millennials’ ‘personal brand’
  22. 22. Social media: accompanying them every step of the way… That café looks cool!What’s it called? Any tips on how to spend a weekend inTokyo? Flights are all booked! I’m heading for my first trip to Japan! The traffic is crazy ! I amost missed my flight! Tokyo is even more crowded than I expected, but the people are so friendly! This time last week I was eating sushi in Shibuya  START
  23. 23. 3. Millennials to collect experiences, rather than ‘things’ • Brought up with the Internet and 24-hour news, this generation is more globally aware and globally curious. • With increasingly stressful lives in the ‘fast lane’, this generation welcomes opportunities to slow down and re-connect with loved-ones • Happiness comes from collecting experiences (adventures, new friendships, learning new skills) and sharing it all online.
  24. 24. 4. Millennials seek authenticity • Millennials’ seek to satisfy their cultural curiosity by meeting new people (easy, thanks to location-based apps, such as Foursquare and Tinder) • When travelling they increasingly look to connect with the local culture, attending events and taking classes based on language food, music, fashion and design. • If they can make a positive impact on the local society and economy, then even better
  25. 25. 5. Millennials are driving the Sharing Economy • Due to a combination of all the factors described before, Millennials are driving the growth of the Sharing Economy (eg. Airbnb, Homeaway, Withlocals, BlaBlaCar) • Their future consumption behavior as business travellers and family travellers will expand the use of Sharing Economy services even more.
  26. 26. The Rise of the Young Asian Traveller
  27. 27. The Rise of the Young Asian Traveller • Published by the Pacific Asia Travel Association, August 2014 • In line with PATA’s ‘NextGen’ philosophy • Over 100 pages of insight & analysis • Author: Peter Jordan
  28. 28. • Survey of nearly 3,000 Millennials (aged 15-29 ) in 13 countries • Young people told us about their travel motivations and concerns, sources of funding, accommodation choice, booking apps, dream destinations and more….
  29. 29. “I want to travel to somewhere I’ve never seen before” is the biggest motivator for travel Nearly 1 in 5 young Asian travellers stayed in a 4-5* star hotel on their last main trip 43% of stays in a private residence were booked through sites such as Airbnb After the high cost of flights and accommodation, fear of terrorism and personal safety are their biggest concerns Chinese travellers are the most likely to be influenced by a special offer Highlights: 37% of young Asian travellers funded their travel directly from their parents Sites such as TripAdvisor are the No1 source of advice, followed by family & friends
  30. 30. What’s your dream destination?
  31. 31. Dream destinations for Filipino Millennials… 1. France 2. United States 3. Japan 4. Australia 5. Italy 6. South Korea 7. Canada 8. United Kingdom 9. Singapore 10. Brazil
  32. 32. Where was the Philippines?
  33. 33. 7 Top Tips on Putting your Place on the Millennial Map
  34. 34. Look out for our report: ‘Putting your place on the Millennial Map’ Visit Toposophy.com and sign up to our blog! Follow us on Facebook & Twitter
  35. 35. Final thoughts…
  36. 36. Millennials are driving growth across the region – how can we make that growth spread further in the Philippines? How can you help Millennials to explore the Philippines? Let’s help make it a rewarding experience for them, and a sustainable source of growth for the future
  37. 37. The Philippines has all the assets to do this… …so go ahead and create!
  38. 38. THANK YOU Acharnes, Athens, Greece | T. +30 210 8941610 F. +30 210 24 04405 | E. info@toposophy.com pjordan@toposophy.com +31 634581566

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