How Millennials and Generation Z organise travel during the COVID-19 pandemic
Keywords:Millennials, Generation Y, Generation Z, travel, pandemic
The subject of the paper is the consumer behaviour of Millennials and Generation Z as travellers in organising their travel. Through empirical research, conducted with online questionnaire in May 2021, the paper focuses on the way the above-mentioned generations in Serbia have organized travel (through a travel agency or on their own) before and during the COVID-19 pandemic, as well as the choice of accommodation during the pandemic, and the respondents’ opinions on travel with COVID-19 passports. The aim of this paper is to discover the preferences and opinions of travellers when organizing travel under the new circumstances, as well as examining whether there are differences in the behaviour of Millennials and Generation Z as travellers before and during the pandemic, in order to provide significant information for the marketing decision making of tourism and hospitality organisations. Almost a quarter of the world's population is made up of Millennials, who, along with Generation Z, make up the current and future force that contributes the most to the income generation. Members of this population in Serbia are less and less opting for the services of travel agencies, especially during the pandemic, while the number of passengers of these generations who organize self-directed travel is on the increase. Quantitative statistical methods – descriptive statistics (frequency distribution) and comparative statistics (Pearson ?2-test) were used for analysis of the obtained research results.
Advantage. (2020, October 22). Coronavirus travel research: 44% of Millennials would book with a travel agent in the future. Retrieved April 29, 2021 from https://www.advantagemembers.com/news-listing/coronavirus-travel-research-book-travel-agent.html
Bona, C., Koslow, L., Frantz, R., Nadres, B., & Ratajczak, D. (2020, June 16). How marketers can win with Gen Z and Millennials post-COVID-19. Retrieved April 28, 2021 from https://www.bcg.com/en-gb/publications/2020/how-marketers-can-win-with-gen-z-millennials-post-covid
CBI – Ministry of Foreign Affairs. (2021, January 20). The European market potential for Generation Y tourism. Retrieved April 29, 2021 from https://www.cbi.eu/market-information/tourism/generation-y-tourism/market-potential
DCI. (2020). Post-Covid-19: Generational divides in travel planning. Retrieved April 29, 2021 from https://aboutdci.com/wp-content/uploads/2020/04/Generation-Report-Final-2020.pdf
Deloitte. (2019). The Deloitte Global Millennial Survey 2019 – Societal discord and technological transformation create a “generation disrupted”. Retrieved April 28, 2021 from https://www2.deloitte.com/content/dam/Deloitte/global/Documents/About-Deloitte/deloitte-2019-millennial-survey.pdf
Donovan, N. (2021, 15th April). Novo istraživanje otkriva da putnici imaju ve?u želju za održivijim putovanjima [New research reveals that travellers have a greater desire for more sustainable travel]. Retrieved April 29, 2021 from https://partner.booking.com/sr/click-magazine/novo-istra%C5%BEivanje-otkriva-da-putnici-imaju-ve%C4%87u-%C5%BEelju-za-odr%C5%BEivijim-putovanjima
Environics Institute. (2021, March). Canadian Millennial and Gen Z social values study 2020 – Impact of the Covid-19 pandemic on Millennial and Gen Z Canadians. Retrieved May 9, 2021 from https://www.environicsinstitute.org/docs/default-source/default-document-library/impact-of-the-covid-19-pandemic-on-millennial-and-genz-canadians.pdf?Status=Master&sfvrsn=6037aa4f_3
ETC. (2016, May). Lifestyle trends & tourism - How changing consumer behaviour impacts travel to Europe. Retrieved April 30, 2021 from https://etc-corporate.org/uploads/reports/ETC_Lifestyle_Trends_and_Tourism.pdf
Euromonitor International. (2019, January 15). Euromonitor reveals the top 10 global consumer trends in 2019. Retrieved April 29, 2021 from https://www.euromonitor.com/article/euromonitor-reveals-the-top-10-global-consumer-trends-in-2019
Euromonitor International. (2020, May). The impact of coronavirus on Millennials and Generation Z. Retrieved May 8, 2021 from https://www.euromonitor.com/the-impact-of-coronavirus-on-millennials-and-generation-z/report
Gasdia, M., & Jackson, A. J. (2020, June 5). Looking to the recovery of leisure travel demand – The road ahead is uncertain, but early demand signals create some room for optimism. Retrieved April 29, 2021 from https://www2.deloitte.com/us/en/insights/industry/retail-distribution/consumer-behavior-trends-state-of-the-consumer-tracker/consumer-sentiment-travel-tourism.html
Getz, D. (1986). Models in tourism planning: Towards integration of theory and practice. Tourism Management, 7(1), 21–32. https://doi.org/10.1016/0261-5177(86)90054-3
GlobalData. (2020, July 3). Millennial influencers will be indispensable in travel sector recovery. Retrieved April 29, 2021 from https://www.globaldata.com/millennial-influencers-will-be-indispensable-in-travel-sector-recovery/
Hospitality net. (2015, December 11). Tourism megatrends: 10 things you need to know about the future of tourism. Retrieved April 28, 2021 from https://www.hospitalitynet.org/news/4073042.html
ILTM. (2020, November 2). Millennials, COVID, and the future of travel. Retrieved April 29, 2021 from https://view.iltm.com/2020/11/02/millennials-covid-and-the-future-of-travel/
Kalini?, Z., & Novakovi?, M. (2019). Online accommodation booking habits and attitudes of Serbian travelers. Menadžment u hotelijerstvu i turizmu – Hotel and Tourism Management, 7(2), 11-23. https://doi.org/10.5937/menhottur1902011K
Mili?evi?, S., & Erva?anin, V. (2016). Uticaj kriza na razvoj turizma u svetu [The impact of the crises on the development of tourism in the world]. Turisti?ko poslovanje, 18, 51-63. https://doi.org/10.5937/TurPos1618051M
MSCI. (2020). Millennials - Demographic change and the impact of a generation. Retrieved April 28, 2021 from https://www.msci.com/documents/1296102/17292317/ThematicIndex-Millenials-cbr-en.pdf/44668168-67fd-88cd-c5f7-855993dce7c4?t=1587390986253
Ortiz, P. (2019). New consumer trends in tourism. Retrieved April 29, 2021 from https://www.amara-marketing.com/travel-blog/new-consumer-trends-in-tourism
Plog, S. C. (1974). Why destination areas rise and fall in popularity. Cornell Hotel and Restaurant Administration Quarterly, 14(4), 55–58. https://doi.org/10.1177/001088047401400409
Rezdy. (2018, March 8). Millennials: An in-depth look into the travel segment [Infographic]. Retrieved April 28, 2021 from https://www.rezdy.com/blog/millennials-depth-look-travel-segment-infographic/
Seabra, C., AlAshry, M., Ç?nar, K., Raja, I., Reis, M., & Sadiq, N. (2021). Restrictions’acceptance and risk perception by young generations in a COVID-19 context. International Journal of Tourism Cities, 7(2), 463–491. https://doi.org/10.1108/IJTC-08-2020-0165.
Seni?, R., & Milojevi?, S. (2017). Poznavanje ponašanja turista: imperativ uspešne strategije marketinga u turizmu [Knowing tourists behavior: the imperative for successful marketing strategy in tourism]. Menadžment u hotelijerstvu i turizmu – Hotel and Tourism Management, 5(2), 61–73.
United Nations. (2019). 2019 Revision of world population prospects. Retrieved April 28, 2021 from https://population.un.org/wpp/
How to Cite
Copyright (c) 2021 Karolina Per?i?, Nada Spasi?
This work is licensed under a Creative Commons Attribution 4.0 International License.