‘Adventurous’ millennial holidaymakers less loyal to hotel brands, says Asian travel survey
Younger travellers are increasingly ‘brand blind’ and prefer boutique hotels to classic names, says travel magazine Smart Travel Asia’s 2018 Best in Travel Poll
Millennial travellers are more adventurous and less loyal to any one hotel brand when going on holiday in Asia, compared with older travellers who generally prefer to stick with classic choices, new research reveals.
The 2018 Best in Travel Poll carried out by the online travel magazine, Smart Travel Asia, offers insights into travel trends and brand preferences among travellers that make an average of 14 annual air trips within and to Asia.
This year’s poll is the 14th year of the survey of worldwide frequent travellers, which does not involve giving nomination fees or voter inducements to those taking part.
The survey, carried out in May and June, involved 52,000 participants.
The difference between younger and older travellers when choosing hotels was evident in all hotel categories, even among those people taking part in the online survey for the first time from China, India, Middle East, Vietnam, Russia and Philippines.
The poll showed that younger online travellers, aged from 24 to 35, who made up 34 per cent of those taking part, are increasingly “brand blind”.