Millennials Traveller 2018
The Millennial shopper is evolving. But even in their post-aspirational world DF&TR operators can reach them if they work out what their sweet spots are and invest in exploring them better.
It is definitely the case that travelling Millennial consumers are showing a preference for more authentic experiences, not just a shopping excursion to the nearest luxury mall. At the same time, they want more value and are not as awestruck by the luxury labels as they used to be. A Furla bag is now an acceptable option to Ferragamo if it ticks the right boxes.
Millennials have an independent mindset and are effectively becoming a post-aspirational consumer. This makes them much harder to target. Getting those boxes ticked can be a challenge.
Research was conducted through 7,950 online interviews with Millennials (age 21-35) who had travelled internationally in the last 12 months, for either business or leisure purposes.
The aim of the research was to better understand attitudes towards travel and typical behaviour when travelling, including time spent on pre-trip research and the amount of time allowed at the airport for shopping and other activities.
Shopper questions included categories visited and purchased, purchase planning, purchase drivers, key brands purchased and spend by category, with category deep-dives included for the first time.
The final report includes recommendations to drive store footfall and conversion amongst this important traveller group. To understand and respond to Millennial travellers’ changing behaviours in Duty and Tax Free retail, this report is essential reading for brands, retailers and airport operators.
For more details of the report content and to view sample pages, please click here.
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