In any industry, including travel, it’s nearly impossible to avoid discussion of millennials. What do they want? What do they hate? How can we win them over? With so much mystery still surrounding millennials — the oldest of whom are turning 40 soon — it’s no surprise that Gen Zs, the successor generation to millennials, are hardly a blip on the radar for many travel brands.

Skift Research thought it was time to shed some much-needed light on millennial travelers and bring some attention to Gen Z, many of whom will be graduating college and/or entering the workforce in the coming years.

Our latest report, Millennial and Gen Z Traveler Survey 2019: A Multi-Country Comparison Report, presents the findings of a rigorous, five-country survey, that was designed with this mission in mind. Featuring over 200 pages of survey results, this is, we believe, the most comprehensive and data-intensive report on these generations with a multi-country scope.

The report begins by comparing millennial and Gen Z travelers’ behaviors, preferences, and values across the five countries: the United States, United Kingdom, Australia, China, and India. We then slice the responses from each country into four more precise age groups: young Gen Z (16–18 year olds), old Gen Z (19–22), young millennials (23–30), and old millennials (31–38). The report ends with a look at a few key areas where these four age groups differ from one another the most across the five countries, highlighting where generational cohort differences are consistent and inconsistent across the globe.

Last week, we published our latest Skift Research report, Millennial and Gen Z Traveler Survey 2019: A Multi-Country Comparison Report.

Below, we share a snippet of the survey results featured in the report. Get the full report here to stay ahead of these trends.

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The report starts with side-by-side comparisons of the overall millennial and Gen Z traveler groups from each country. We look at trip preferences, planning and booking behavior, activity participation, online behavior, spending habits, and more.



We then dive into each of the five countries, slicing the data by four smaller age groups to better understand millennial and Gen Z travelers at different life stages. Below are excerpts from the UK and China sections.

This is the latest in a series of research reports aimed at analyzing the fault lines of disruption in travel. These reports are intended for the busy travel industry decision maker. Tap into the opinions and insights of our seasoned network of staffers and contributors. Over 200 hours of desk research, data collection, and/or analysis goes into each report.

After you subscribe, you will gain access to our entire vault of reports, analyst sessions, and data sheets conducted on topics ranging from technology to marketing strategy to deep-dives on key travel brands. Reports are available online in a responsive design format, or you can also buy each report a la carte at a higher price.

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Photo Credit: Millennial and Gen Z travelers from India and China are avid and optimistic travelers. In the photo, three young women take a selfie on a smartphone. Tri Hua / Pexels