Page 11 - AeM_May_2018

RESEARCH, ANALYSIS & TRENDS

themselves, some of the authenticity that made them so all APAC millennials say likewise. The research further
appealing in the first place starts to get lost. ‘Real’ is finds that Taiwanese (76%) and Indonesian (75%)
more important than ‘perfect’, and that is an important millennials are the most open (76%), while Japanese
lesson for the industry to understand,” added Budhraja. (33%) and New Zealand millennials (45%) were the
least open. This caution may be due to millennials
Cautious or adventurous? being tech-savvy digital natives, and therefore more
Millennials have long garnered a reputation for being likely to be aware of security and privacy issues.
bold and adventurous. The research finds this true in “While this research has highlighted a number of
some areas, but less so in others. Compared to older unique behaviors and preferences of APAC millennial
generations, millennials are less likely to avoid visiting a travelers, it is also worth pointing out that there are just
destination that has had a recent terror attack, political or as many similarities between millennials and travelers
social uprising, or the likelihood of a natural disaster like from other generations. Personalization is increasingly
an earthquake. While 59% of baby boomers would avoid important, being real is key, and travelers want to be
a destination where natural disasters are likely, only 51% connected with the right content, through the right
of millennials say the same. channel, and at the right time. What is certain is that
However, the research also finds that millennials are the travel industry can only thrive if we put the traveler
less open than older travelers in sharing their personal at the center of everything we do,” said Budhraja. ◊
information with travel providers, in return for more
relevant offers or personalized services. 68% of baby By MediaBUZZ
boomers and 66% of Generation X travelers say they
are open to sharing their information, while only 62% of

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