Youth Month: Travel Trends; Takeouts on Youth and Brands

In this month’s feature story, we look ahead to Youth Month in June by sharing insights with you on the latest travel and brand trends for young millennials. By exploring notable take-outs on a youth consumer behaviour survey conducted by the Sunday Times, we inform on some exciting ways to market and promote your business to the young millennial.

The root of Youth Day though is by no means an exciting event to celebrate. June 16 1976 marked a pivotal moment for South Africa in the struggle against apartheid and its policies. It was the day black South African youth revolted against the repressive bantu education system and demanded that Afrikaans be removed as a compulsory learning language. Police killed at least 23 people (most notably 13 year old Hector Pieterson) that day, with the total death toll for June at 176.

Report: Sunday Times Generation Next study reveals how youth respond to brands

Supported by SA Tourism and conducted by HDI Youth Marketers, the Sunday Times Generation Next study is a youth-focussed consumer behaviour survey. The survey reveals the latest millennial trends and key information on how the youth of today respond to brand marketing and behave as consumers. Notable findings from the 2017 Generation Next study:

  • Sun City tops the most popular local entertainment place
  • Tourism & Hospitality cited as one of the most coveted careers in next decade
  • SA Annual youth spend is at R135bn (est.), with 17% of youth saving for travelling
  • Revealed: The most popular hotel groups amongst youth
  • Revealed: The coolest brands
  • Revealed: 10 commandments of marketing to youth
  • Why youths DO know what they want 

Click here to view the full Generation Next 2017 study


Millennial Travel Trends to Note:

  • 87% look to Facebook for travel inspiration
  • 46% book travel through a smartphone or tablet
  • 86% are disappointed by bad mobile experiences
  • 85% check multiple sites for the best deal before booking
  • 60% will upgrade their experience by purchasing extras like in-flight Wi-Fi
  • 97% will post their experiences on social media
  • 68% will remain loyal to a program that offers the most rewards, discounts, etc.
  • 49% take last minute vacations


Relevant Read: How to position your tourism business for the young millennial

Click here for a Hotel Business Review feature on how to attract the newest generation to your tourism business.

Follow & Tweet us @tomsa98 on what deals you are lining up for Youth Month and we will retweet and post it on our website!