The 2017 travel trends and how they impact travel marketing

Posted by Gil Haylon on Dec 12, 2016
Gil Haylon

As millennials have become known for their embrace of travel, it has caused a domino effect on the travel market seeing significant changes in the past year.

Last year, we discussed why 2016 was a critical year for Chinese expansion in business travel, with that market increasing by more than 11 percent over the course of the year. 2017 is shaping up to be the year of millennial impact on both the business and leisure travel world. Millennials are traveling differently than previous generations and are impacting travel companies’ marketing tactics.

Here’s a look at three trends millennials are leading, which will shift the travel industry’s future and travel marketers as a result:

  1. Self-Connection

Booking two legs of the same journey on separate airlines, known as a self-connection, has become a growing trend in Europe, and recently among millennials in the U.S. Millennials are said to be 17 percent more likely than the general population to trust airlines and airports when they self-connect.

For years, airlines, airports and online travel providers existed on a model where travelers book a flight through a single avenue. Now, travelers are thinking differently in order to get the best overall price resulting in a shifting paradigm.

As travelers take control of their travel process, providers and marketers need to offer convenience and choice in a way they never have before.

  1. Bleisure

The blending of business and leisure is underway, led once again by the millennial generation. Our Corporate Ink employees are a prime example of this often extending business trips by a day or two to enjoy and explore new cities. According to a recent  booking.com survey ron this growing trend:

  • Of the 40% of global travelers who journeyed for business this year, 46% would travel even more for business in 2017.
  • 49% of business travelers have extended their business trips to further enjoy the destination, while 75% intend to do so the same or more in the coming year.
  • 30% of travelers said they would accept a lower paid job if it meant they could travel more for work.

As you can see, travel is being embraced in a way it hasn’t before, even for business!

  1. Booking travel source transformation

Going beyond just self-connection, travelers are changing their habits when it comes to booking travel. Take Google Flights for example, it’s led to more and more travelers starting their search through a simple Google page, rather than an airline or airport website.

Online Travel Agents (OTAs) like Expedia and Priceline are feeling the heat from Google Flights. Travelers have also embraced mobile to book flights – after many years of just using mobile as a search platform.

Millennials have proven to be more likely to search through Google or other new mobile outlets than the rest of the population.

These are just three of many travel trends undergoing a major shift. Travel marketers should continue to keep a close eye on these trends and how millennial habits are shifting the landscape of travel.

See how we are helping our clients in the travel industry monitor and market to these new trends.