Signature Study Focuses on Millennials

Survey will help Signature agents sell to this key demographic By: Kenneth Shapiro
Millennial travelers seek unique experiences customized to them. // © 2017 Getty Images
Millennial travelers seek unique experiences customized to them. // © 2017 Getty Images

The Details

Signature Travel Network

At its annual Owners’ Meeting earlier this month in Phoenix, Signature Travel Network released findings from a national survey about the perceptions and habits of millennial leisure travelers. Some key findings include: 85 percent of millennial travelers say it is important that their travel experience be unique and customized to them, and 26 percent of millennials list having an “overly touristy” trip as one of their biggest concerns about using a travel consultant.

Why It Matters:
Signature is able to use this survey to help its members remain relevant to the next generation of travelers. Based on information from this survey, Signature says it has already developed new marketing tools to better support its members. The data will be examined further during a presentation at Signature’s annual Sales Conference in Las Vegas in December, giving agents a deeper understanding of these important consumers. 

Fast Facts:
- 32 percent of millennials prefer to make an appointment to sit down and talk to a travel consultant for their initial contact. This is more than any other generation (other ways of contacting the consultant, such as calling, exploring the website or emailing directly, score much lower). 

- 46 percent of travelers would tell their friends and family who are planning a leisure trip about a consultant who can add special amenities to their travel that they otherwise would not have gotten. 

- 85 percent of travelers would be more likely to contact a travel consultant if they knew they could get a quote for their trip. 

- 66 percent of travelers say they would pay extra for the help of a travel expert in planning the day to day itinerary or activities of their leisure trips. 

- 37 percent of travelers say that special amenities such as free breakfast or other upgrades will convince them to contact a travel consultant.

- Signature partnered with the Center for Generational Kinetics, a Texas-based research company, to conduct the study. 

- Conducted in 2017, the survey was taken by 1,000 U.S. adults age 21-65 who have taken a leisure trip in the past 12 months or plan to take one in the next 12 months that involved or will involve lodging, transportation, tours, excursions and more.

- Jason Dorsey, president and Cofounder of The Center for Generational Kinetics, is taking a deeper dive into the data during a presentation at Signature’s annual Sales Conference in Las Vegas on Dec. 8–10.

What They Are Saying:
“We have learned so much from this study, and having access to research like this helps us be more strategic about our marketing plans,” said Alex Sharpe, president and CEO of Signature. “Millennial travelers are an important segment for travel consultants; they have enormous buying power and it’s clear that they are driving market trends.”

“Ultimately, the goal of this project is to leverage the survey results, so we can assist our members with growing their businesses,” Sharpe said. “It’s all about keeping our finger on the pulse of the ever-changing travel industry and trying to anticipate how the next generation of travelers will behave.”

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