Younger travellers, specifically the Millennials and Gen Zs, are more likely to travel during the off-peak seasons.
With a combined total of two billion people within the age range of 25-34 in 2021, which made it the second highest for the travel market, behind 35–49-year-olds, GlobalData advises travel companies to start, or continue to, target Millennials and Gen Zs with low cost off-peak travel options to drive future demand.
The freedom to travel anytime
According to the data and analytics company, a significant contributing factor as to why vacationers in the 25-34 age range are more likely to travel during off-peak periods is simply their freedom to do so.
Many Millennial and Gen Z travellers don’t have children and need not wait for school holidays in order to travel. And given their young age, many of them are still starting off in their careers, meaning they may not have as many major responsibilities in terms of occupational and financial obligations. Thus, they are not restricted to set periods each year.
Value for money and more authentic experience
“With prices for flights and accommodation being their cheapest in times of low demand, many young travellers in Europe, for example, will often holiday internationally in March or November,” said Ralph Hollister, Travel and Tourism Analyst at GlobalData. “If low-cost carriers (LCCs) and budget accommodation providers are offering rock bottom prices, they may even travel more than once in off-peak periods during the same year.”
Travel during the off-peak season can also offer these youth travellers higher levels of authenticity and personalisation.
Hollister adds: “During peak tourism months in established destinations, visitor numbers will often outweigh the number of local residents, and all aspects of tourism infrastructure will be overcrowded. In off-peak months, travellers are more likely to have meaningful interactions with locals and experience cultural and natural attractions in a more intimate fashion due to less crowding. This allows for a better overall experience and a more positive perception of a destination.
In GlobalData’s Q1 2021 Consumer Survey, 27% of Gen Z and 26% of millennials stated that they are ‘always’ influenced by how well a product or service is tailored to their needs and personality. These were the two highest percentages when compared to the remaining age cohorts that responded to this question.