Major Female and Millennial Traveller Trends Revealed

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31/1/2018

The first major study on European business travellers has revealed significant findings in reference to female travellers, their preferences compared to men, millennial travellers and British traveller attitudes; close to 70% of European female travellers want experiences over points.

Commissioned by Wanup and with the institutional support of the Department of Tourism and Hospitality at Bournemouth University, the study analysed a group of 25 to 55 year olds, all of whom have travelled for business at least six times and stayed in a hotel three or more times for business over the last year. It included consumers from the UK, France, Italy, Germany and Spain.

Female Business Travellers

  • Of the 6,000 Europeans asked only 38.1% of business travellers were female, indicating that gender gaps within business are still prevalent. In addition, the results also revealed that of those women surveyed, only 11.2% are business owners, compared to 15% of men.
  • Wanup's research also reveals some interesting differences between male and female travellers with men preferring to stay in chain hotels, whereas women are more likely to stay in a boutique hotel.
  • Women are also more likely to share their experiences on social media - in the UK, this is 69.3% of women, in comparison to 62% of men.
  • 35% of UK female travellers want a better selection of hotels from their loyalty club, citing a lack of variety as a reason for dissatisfaction and pointing to the developing trend of females wanting more choice and unique hotel experiences when they travel.


Millennials and the future of Business Travel

  • When comparing the millennial traveller to Generation X, the report found that Generation X individuals usually have more autonomy over their decisions - 33.5% don't have to follow a business travel company policy, compared to just 28.7% of millennials.
  • Millennials are also far more likely to use mobile technology during their travel, with 70.3% booking transport via an app compared to 57.9% of Generation X.
  • With an importance put on experiences over any other preference, 74.2% of millennials said they would be happy to share their own personal data to receive a more personalised service.
  • Millennials also revealed they would want to see entertainment subscriptions as a reward from a loyalty programme, with 32% choosing Netflix as a perk. This is in stark contrast to the previous benefits of loyalty clubs which have been point and discount driven.


Download the full report here.