Millennials, the most active travel demographic value authentic experiences more than any other generations. According to the latest GlobalData report: ‘Exploring Sports Tourism’ millennians are most likely to go on an active adventure or sport holiday. However, due to financial limitations they are priced out of skiing and golf holidays which mean that fewer of millennials are participating in these particular types of sporting holidays.
While millennial participation is still being high for a number of sporting holidays, such as surfing some sporting holidays, according to the GlobalData report, are very expensive and have been seen to ‘price out’ younger people. This is one of the reasons why there is a substantial decline in skiing and golf holidays among millennians.
“Younger generations are put off by factors such as the cost, the amount of time it takes to play a round and the negative perceptions of golf. Holiday providers can include activities outside of golf in the package and advertise local nightlife. Additionally, holiday providers could use social media to advertise their holidays which will better reach a younger and more diverse audience. Millennial uptake needs to exceed boomer exit for the skiing and golf industries to grow and survive in the long term. Therefore, adopting methods to get more young people going on these holidays will be essential,” Sean Hyett, Travel & Tourism Analyst at GlobalData said.
Skiing is one of the most popular sporting holidays and in many ski resorts, baby boomers are the most common age group. For example more than two-thirds of skiers from the UK are aged between 43 and 65. However, the size of the boomer generation is shrinking and younger generations – notably millennials – are less engaged in the sport and are going on fewer ski holidays than previous generations.
The millennial current withdrawn from ski resorts has an impact on the industry and there are few challenges for the sector. “Tourism boards and ski resorts should attempt to get more young people engaged in skiing by offering discounts on the costs involved with the sport. For example, they could start offering a discounted ‘millennial’ pass, ”Sean Hyett, Travel & Tourism Analyst at GlobalData said.
When Generation X was aged 17-32 they comprised 40% of annual snow sports visits, in comparison, millennials currently make up around 32%, according to the NSAA National Demographic Study. The reason for this is largely because of the expense involved with skiing. Millennials face bigger financial challenges than their boomer parents and few can justify the cost of going on a ski holiday.
In the US, over three-quarters (78%) of golfers are male, with an average household income of US$95,000 and average age of 54. This reflects that the sport is popular among older people with high incomes. However, the golf industry has witnessed an overall decline in participation, so expanding the target market is essential to see long-term growth.
Millennianls move away from mass tourism and traditional forms of skiing and golf holidays and seek deep and engaging travel experiences. This transformative travel trend especially among millennians was the outcome of increased awareness about the negative impact of human activities on the environment, high appreciation of different cultures and a prioritization of experiences over ownership of goods.
GlobalData’s consumer survey from Q4 2017 showed that 20% globally are interested in adventure/sports tourism, with 34% of millennials being likely to book such a holiday compared to 23% of Gen Yers and 12% of Baby Boomers. This stresses the significance of younger travellers for the continued success of adventure tourism, including mountaineering.
Mountaineering presents opportunities for the development of the tourism industry in Asia’s mountainous regions, especially among younger visitors, according to GlobalData, a leading data and analytics company.
“The Alps, as well as mountains in the US, have traditionally been among the favorite destinations for mountain climbers. However, as travelers – especially younger ones – are seeking more from their holidays, wilder winter destinations in Asia are expected to become increasingly popular,” Konstantina Boutsioukou, Tourism Analyst at GlobalData, said.
Millennials are the most active travel generation. Their current shift from traditional forms of holidays like skiing or gold to trasformative experiences marked by increased awareness about human activities on the fragile environment according to Konstantina Boutsioukou might have an impact on local economies and lucrative opportunities for tourism in mountainous regions of Asia such as Nepal, India, and Pakistan.
“To further benefit from alpine tourism, national and local governments must recognize the great potential that lies in the development of mountaineering expeditions and proceed by incentivizing local businesses to invest in tourism by actively introducing packages that combine mountaineering with culinary and cultural tours. Boutsioukou said and added: “By introducing such itineraries, also at lower prices, Asian countries will be able to compete with more developed alpine resorts in Europe and the US, hence attracting a growing number of tourists looking for deeper fulfilment through their travels.