HIPMUNK UNCOVERS WHAT MILLENNIAL TRAVELERS REALLY WANT...AND IT’S NOT HOUSEKEEPING
Hipmunk fields second annual millennial travel habits study
SAN FRANCISCO (April 2, 2015) — Better than any other travel company, Hipmunk knows what millennial travelers want. Built by millennials and with 75 percent of its employees in the millennial age range, Hipmunk is in a unique position to understand, identify, and solve millennial travel problems. As part of its second annual millennial travel habits study, Hipmunk surveyed 1,400 individuals to uncover travel preferences that set millennials apart and can help travel companies reach the influential millennial market.
“The millennial travel market is up for grabs,” said Adam Goldstein, CEO and co-founder of Hipmunk. “The companies that tailor their offerings appropriately and capture the attention of millennials now, will benefit from their loyalty for years to come.”
2015 Millennial Travel Outlook
The millennial will out travel other generations in 2015. The hype around this sizable market is indeed warranted.
| Millennials | Generation X | |
| Plan to check something off of bucket list in 2015 | 74% | 60% |
| Plan to take more trips in 2015 than they did in 2014 | 63% | 56% |
| Are likely to visit a foreign country in 2015 | 58% | 33% |
What Millennials Will Do to Save
Millennials are all about experience, but they want those experiences at a discount. And they’d go to extreme lengths to save a buck.
| Millennials | Generation X | |
| Would forego amenities like maid service or room service for a discount | 80% | 70% |
| Would sit next to the restrooms for a discount | 66% | 51% |
| Would take a seat with less legroom for a discount | 51% | 38% |
| Would stand on a flight for a discount | 33% (up from 28% in 2014) | 14% |
What Millennials Will Spend More For
There are some things that millennials are willing to spend more for and they tend to relate to comfort and convenience.
| Millennials | Generation X | |
| Would pay more for an open bar on a plan | 44% (up from 38% in 2014) | 24% |
| Would pay more for a child-free flight | 36% (up from 24% in 2014) | 29% |
| Would pay more for a flight if it were guaranteed to be on time | 28% | 22% |
What Millennials Want from Their Hotel Experience
Hotel brands are racing to upgrade their accommodations with the millennial traveler in mind. When it comes to hotels, in some ways millennials look a lot like generation X travelers. But hotels that focus on technology, free perks, loyalty programs, and outdoor space could have an edge.
| Millennials | Generation X | |
| Want integration of tech throughout hotel | 50% | 40% |
| Ranked free, fast wi-fi as their top hotel perk | 43% | 44% |
| Ranked free breakfast as their top hotel perk | 30% | 28% |
| Want to be able to check in/out with smartphones | 38% | 32% |
| Want supplemental opportunities to earn points | 34% | 36% |
| Want ample outdoor space | 32% | 25% |
What Millennials Want From Their Flight Experience
While in the air, entertainment is the number one priority for millennials.
| Millennials | Generation X | |
| Want holiday-themed flights | 83% | 64% |
| Say the in-flight entertainment system is their top in-flight amenity | 37% | 31% |
| Would use “Tinder for Flights” if it existed | 18% | 9% |
| Say premium economy seating options are their top in-flight amenity | 13% | 21% |
| Say wi-fi is their top in-flight amenity | 24% | 26% |
What Millennials Want from Their Airport Experience
Airports haven’t entered the race for the millennial traveler, but those that make a few key upgrades could see millennials spending more time at the gate and potentially more money while there.
| Millennials | Generation X | |
| Want nap rooms | 54% | 44% |
| Want board game rooms | 33% | 19% |
| Want a whiskey bar | 32% | 17% |
| Want an arcade | 30% | 16% |
| Want live music | 32% | 32% |
| Want a singles lounge | 12% | 8% |
Visit the Hipmunk blog to review the complete data set and review the infographic. For travel inspiration or to book your next trip, visit Hipmunk or download the Hipmunk Flight and Hotel App for free from the App Store and Google Play.
Methodology
Hipmunk surveyed 1,400 travelers aged 18 and older from February 26 - March 5, 2015 about their travel preferences and upcoming travel plans. Millennials range from 18 – 34 years of age and generation X ranges from 35 – 54 years of age.
MEDIA CONTACT
Liz Santos
Hipmunk
liz@hipmunk.com
650-735-1579
ABOUT HIPMUNK
Hipmunk is the fastest, easiest way to plan travel. The site and mobile apps help save time and money by comparing top travel sites to show the perfect flight or hotel at the cheapest price. Hipmunk offers the most comprehensive travel search, from commercial flights, trains, and charter flights to hotels and vacation rentals through Airbnb and HomeAway. The unique display makes it easy to visually compare results to choose the best option.
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