Digital natives. Mobile-first consumers. The Millennial Generation, born between 1980 and 1999, demands more from their technology to empower incredible travel experiences than any other generation. By 2025, Millennials are expected to comprise 75% of the British workforce with more earning power and greater ability to travel than ever before. Identifying the white space between technology and travel, for brands seeking to effectively market their products, services and destinations to Millennials, is essential for gaining a competitive advantage. MWWPR provides insights into the travel habits of Millennials and identifies engagement opportunities for travel brands looking to gather affinities among millennial customers.

1. UK 2015
TRAVEL REPORT

2. © MWW GROUP, ALL RIGHTS RESERVED2
UK 2015 TRAVEL REPORT
UNLOCKING THE UK
MILLENNIAL TRAVELLER
OPPORTUNITY
Digital natives. Mobile-first consumers. The Millennial Generation, born between 1980 and 1999,
demands more from their technology to empower incredible travel experiences than any other
generation. By 2025, Millennials are expected to comprise 75% of the British workforce1
with more
earning power and greater ability to travel than ever before. Identifying the white space between
technology and travel, for brands seeking to effectively market their products, services and
destinations to Millennials, is essential for gaining a competitive advantage.
MWW PR provides insights into the travel habits of Millennials and identifies engagement
opportunities for travel brands looking to gather affinities amongst millennial customers.
1. Big Demands and High Expectations, the Deloitte Millennial Report (2014, January). Retrieved from http://www2.deloitte.com/content/dam/Deloitte/global/Documents/About-Deloitte/gx-dttl-2014-
millennial-survey-report.pdf

3. © MWW GROUP, ALL RIGHTS RESERVED 3
Authenticity, storytelling,
spontaneity and bragging rights
are the dynamics that millennials
seek whilst travelling. Brands
that meet them mid-way with
personalisation, loyalty incentives
and business-to-leisure directives
align themselves with the
attitudes and values of millenials.
They prefer efficient brands and
services, have high expectations
and are most likely
to ‘payback’ via reviews and
content creation within the
sharing economy.
GLOBALLY THE UNDER-30S TRAVEL MORE FOR
BUSINESS THAN OTHER AGE GROUP: 4.2 X COMPARED
TO 2.9 OF 30-45 YEAR-OLDS 2
UK MILLENNIALS SAID THEY WILL BE SPENDING
30% MORE ON HOLIDAYS IN 2015 3
MILLENNIALS ARE MORE LIKELY TO BOOK A TRIP ON
THEIR PERSONAL DEVICE THAN OTHER PLATFORMS 4
56% OF BRITISH MILLENNIALS HAVE NO QUALMS
ABOUT EXTENDING A BUSINESS TRIP FOR LEISURE 5
TRAVEL LIKE A (MILLENNIAL) ROCKSTAR
2. Myers, P. (10/27/13). [Millennials in Profiles]. Retrieved from http://www.expediablog.co.uk/millennials-in-profile 3. ABTA Consumer Holiday Trends Report (2014, September 22). Retrieved from http://abta.
com/resource-zone/publication/the-consumer-holiday-trends-report-2014 4. Meet Your Lucrative Millennial Traveller; (7/9/14) Retrieved from http://www.tripadvisor.co.uk/TripAdvisorInsights/n2357/meet-your-
lucrative-millennial-traveller 5. Myers, P. (10/27/13). [Millennials in Profiles]. Retrieved from http://www.expediablog.co.uk/millennials-in-profile

4. © MWW GROUP, ALL RIGHTS RESERVED4
UK 2015 TRAVEL REPORT
MARKETING OPPORTUNITY #1
With an upsurge in growth of the
peer-to-peer economy, brand
marketers need to respond to a
connected generation that seek
new unique travel experiences
and is eager to share their
opinions with their respective
social networks. Millennials
generate positive and negative
reviews across social platforms.
Social content monitoring is a
smart way for brands to begin
an effective conversation with
consumers. Leading brands are
aware that capitalising on growth
of reviews and social media
via word-of-mouth marketing
champions transparency,
inspires loyalty and drives down
customer acquisition costs.
THE SHARING ECONOMY TAKES FLIGHT
82% OF MILLENNIALS RATE REVIEWS AS VERY
IMPORTANT FOR LEISURE TRAVEL 6
PLAYERS ARE EMERGING TO CAPITALISE UPON THE
ON-DEMAND MARKET – A COMPANY CALLED TRAVTAR
COLLATES UNUSED HOTEL BOOKINGS THAT CUSTOMERS
BUY AND SELL LIKE CONCERT TICKETS 7
HOTELS ARE EXPECTED TO EXPERIENCE A
10% DOWNTURN IN BOOKINGS IN CITIES WITH
AIRBNB PRESENCE IN 2016 8
40% OF MILLENNIALS WILL SHARE THEIR TRIP ON
SOCIAL NETWORKS COMPARED TO 23% OF
46-65 YEAR-OLDS 9
6. Myers, P. (10/27/13). [Millennials in Profiles]. Retrieved from http://www.expediablog.co.uk/
millennials-in-profile 7. McCue, TJ. (5/31/14) [Stop Losing Money When You Have To Cancel Hotel
Reservations] retrieved from: http://www.forbes.com/sites/tjmccue/2014/03/31/stop-losing-money-
when-you-have-to-cancel-hotel-reservations 8. Room For All, For Now (4/26/14) retrieved from:
http://www.economist.com/news/business/21601259-there-are-signs-sharing-site-starting-
threaten-budget-hotels-room-all 9. Bergman, B. (10/29/14) [Millennials are Influencing Digital
Travel Trends More Than Ever] retrieved from: http://www.forbes.com/sites/theyec/2014/10/29/
millennials-are-influencing-digital-travel-trends-more-than-ever/

5. © MWW GROUP, ALL RIGHTS RESERVED 5
“ALTHOUGH THEY SPEND MORE ON TRAVEL,
MILLENNIALS WILL COMPROMISE ON COSTS SUCH
AS TRANSPORT OPTIONS, ACCOMMODATION AND
MEALS FOR EXPERIENTIAL MOMENTS; TO IMMERSE
THEMSELVES IN THE CULTURE AS WELL AS ‘GIVE
BACK’ TO THE COMMUNITY.”
AUTHENTIC & LOYAL
Imagine a device with access to
vast sets of data and services that
can lead the customer through
their experience. Now that GPS-
enabled apps have altered how
we interact with our environment,
hyperlocality is the buzzword
among millennial travellers.
Hotels outsource products to
local suppliers and highlight
events in the surrounding area.
MARKETING OPPORTUNITY #2
Real-time awareness of a
person’s location allows local
brands to deliver content that
is relevant and timely. This
local community trend sits at
an authentic focal point in the
landscape of millennial travel.
LONDON’S PUNCHDRUNK THEATRE ARE SAID TO BE CURATING
JOURNEY-BASED PERFORMANCES THAT START AT THE AIRPORT 10
UK-BASED DISCOVER&DELIVER CAN LOCATE OBJECTS SEEN IN HOTEL
INTERIORS SO THE MEMORIES LINGER FOREVER 11
10. Izzi, T. (1/23/15) [Punchdrunk’s Felix Barrett Brings Theater to Life, Literally] retrirved from: http://www.fastcocreate.
com/1679201/punchdrunks-felix-barrett-brings-theater-to-life-literally11. Ho, L. (5/9/12) ]Discover & Deliver: a New Website That
Brings the Hotel to Your Home] retrieved from: http://www.wallpaper.com/travel/discover-deliver-a-new-website-that-brings-the-
hotel-to-your-home/5774

6. © MWW GROUP, ALL RIGHTS RESERVED6
UK 2015 TRAVEL REPORT
Watch keenly as millennials
glide swiftly through airport
checkpoints with e-passports
and smart visas while personal
mobile devices monitor their
transit. Speed, ease and
convenience are essential to
this group, so brands now focus
on automation, where a single
mobile device can store boarding
passes, real-time timetables and
check-in information.
The responsibility of facilitating
the customer experience
now lies solely with the brand
or business. From booking
through all journey stages,
new technology is powering
youthful spontaneity.
Mobile apps speed things up by
enabling high-tech services, such
as fingerprint payment and digital
bag tags, as well as facilitating
virtual shopping walls, such as
those at Gatwick Airport.
Intelligent analytics add value
to the experience, and in some
cases can truly save the day. As
such, with the collaborative data-
sharing trend, some businesses
are privy to an entire travel
itinerary and liaise with each
other to ensure the schedule
runs smoothly. So if there’s a
flight delay, a device can inform a
car-hire supplier to extend pick-
up time, the hotel to expect a late
check-in and so on.
Spontaneous travelers start their
search process when their plane
hits the runway so providers can
engage them instantly through
all available platforms, using
GPS to deliver offerings at
opportune moments. Less likely
to book before arrival, millennials
look down at their mobiles for
accommodation and services via
peer-to-peer sharing apps.
MARKETING OPPORTUNITY #3
Capturing customer data offers
opportunities for personalisation
and customisation tailored to
loyal customers. What better
than a hotel recalling how you
take your coffee or the ability to
convey preferences prior to arrival
regarding lighting, temperature
and in-room entertainment choice?
EPIC EXPERIENCES POWERED BY DATA
MILLENNIALS ARE 2-3X MORE LIKELY TO START PLANNING
JUST 2 WEEKS PRIOR TO DEPARTURE 12
86% OF UK MILLENNIALS PREFER TO STORE ADDITIONAL
INFORMATION IN RETURN FOR LOYALTY REWARDS 13
MILLENNIALS ARE 4X MORE LIKELY TO PURCHASE INFLIGHT
WIFI THAN OLDER SEGMENTS 14
12. Lee, T. (1/7/14) [Segmenting Millennial Travelers Business vs. Leisure] retrieved from: http://www.hvs.com/article/6737/segmenting-
millennial-travelers-business-vs-leisure 13. Expedia: Future of Travel Report (10/14/13) retrieved from: www.expediablog.co.uk/
The-Future-of-Travel 14. Lee, T. (1/7/14) [Segmenting Millennial Travelers Business vs. Leisure] retrieved from: http://www.hvs.com/
article/6737/segmenting-millennial-travelers-business-vs-leisure

7. © MWW GROUP, ALL RIGHTS RESERVED 7
CONCLUSIONS
The future of travel, pioneered by the Millennial Generation, can now be viewed in terms of co-curation,
adaptability and customisation. Lending a DIY ethos, inspiration and experiences are mere clicks away
on a personal device. The Millennial traveller seeks a satisfying experiential trip, looping in a wide
audience across social networks, from the booking stage to the stuff of happy memory making.
Opportunities though current travel trends suggest a fragmenting along the path to purchase, MWW
understands how brands can rise to meet customer expectation – and market these new or improved
offerings to consumers and the many channels that influence them. For more, or to discover how our
recommendations will boldly take you exactly where your PR wants to go, contact us.

8. PADDY HERRIDGE
UK MANAGING DIRECTOR
+44 207 046 6080 | pherridge@mww.com
MWW
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Soho, London, W1F 7NN
MWW.COM
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CHIEF STRATEGY OFFICER
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