ASTA Reports Millennials Are Generation Most Likely to Cruise

Key findings from an American Society of Travel Agents (ASTA) survey takes a look at the perception of travel agents and more By: Valerie Chen
A new survey says millennial travelers seek guidance on unique experiences. // © 2017 iStock
A new survey says millennial travelers seek guidance on unique experiences. // © 2017 iStock

The Details

American Society of Travel Agents

In partnership with global research firm PSB, the American Society of Travel Agents (ASTA) has released key findings from its “2017 How America Travels National Study.” Through the analysis of six focus groups, the report explores the perception of both travel agents and travel in general. 

Why It Matters:
Findings cover a range of topics, such as top decision drivers when booking a hotel (price, room comfort and free Wi-Fi access) and views on travel public policy. Interestingly enough, millennials comprise the generation most likely to cruise as well as most favorable to cruising (90 percent compared to Gen X’s 86 percent and baby boomers’ 77 percent). And if attracting and retaining this demographic is on your radar, keep in mind that they seek insider guidance on special, luxurious-feeling experiences — not just assistance in booking logistics. 

Fast Facts:
- Respondents included 1,522 Americans ages 25 to 70, and criteria of these respondents ranged from having used a travel agent to having flown commercially to having taken a cruise. 

- The six focus groups covered various geographic regions, ages, life stages and travel profiles. 

- According to results, more than one-fourth of Americans did not take a vacation in 2016. Baby boomers were the least likely to have taken a vacation last year (about one-third), while nearly 80 percent of millennials vacationed at least once.

- Nearly 50 percent of millennials have taken a cruise before, including one-third in the past five years, compared to nearly four in 10 Gen Xers and baby boomers.

- Eighty-five percent of respondents who were recent clients of travel agents have been satisfied with the agent experience.

- Millennials are more likely to have worked with a travel agent in the past five years and are especially likely to be satisfied with their experience. 

- Fifty-seven of respondents who had never used a travel agent before would be more likely to do so if informed that agents save their clients an average of more than $300 per person per trip.

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