GENERATIONAL DIFFERENCES IN THE PERCEIVED IMPORTANCE OF TRAVEL PACKAGE ATTRIBUTES: EXPERIENTIAL VS FUNCTIONAL EMPHASIS

Ronald G. Drozdenko
Donna R. Coelho
Western Connecticut State University

ABSTRACT

Millennials are reported to place more value on life experiences compared to other
generations. The objective of this study was to determine if and how that potential generational
attitudinal difference applies to the travel industry. Specifically, the perceived importance of
different travel package features was compared across age groups in a sample of U.S. consumers.
The results of this study revealed significant differences in eight of fourteen features. While
Millennials placed more importance on experiencing the culture of the destination, the older
group placed greater concerns about accommodations and travel risks. However, there were
some similarities in the priorities for the groups. Escape from stress was the most important
travel feature for both groups, package price, logistic, and s/timing of the trip were commonly in
the top five most important features. Factor Analyses suggested that older and younger
consumers may perceive travel features differently and personal characteristics (subcultural
affinity, personality, demographics) may be predictive of travel feature priorities.

Keywords: Millennial travel, experiential travelling, travel package features