In a new study, Choice Hotels has revealed travel habits of millennials. Polling 1,000 U.S. adults, ages 18-65 in partnership with The Center for Generational Kinetics, Choice chose to conduct the study to get a leg up on the competition before the younger generation builds loyalty to a specific brand.
“Millennials haven’t established allegiance with specific hotels yet, and there is such an amazing opportunity for companies to capture and build their brand loyalty,” says Patrick Pacious, executive vice president, and COO at Choice Hotels.
The study found that 43 percent of millennials seek instant gratification, saying they should receive their first rewards program benefit as soon as they sign up. While 59 percent of millennials say online ratings and reviews determine their hotel selection, 35 percent of millennials would still use travel agents. Another notable finding was that 69 percent of millennials see free items (such as snacks/sandwiches/to-go breakfast) as being more important than opportunities for increased loyalty or reward points.
View an infographic with more results from the survey here.
