Abstract
The freedoms of young adulthood present opportunities for independence through holidays often supported by school or university trips. However, financial realities are such that many are unable - or unwilling - to escape the ' Parent Trap' . Whilst these young people inhabit the era of ' low-cost' air travel, where holidaying is easier and more affordable than ever before, they are increasingly becoming a more discerning sector driving demand in quality across many aspects of travel.
Escapism and the pursuit of pleasure are key drivers with a bias towards independent travel. This generation may well be better informed than any before when it comes to green issues but there is little evidence that this is going to curb their holiday plans. The youth market places high importance on the concept of holidays as self branding by providing opportunities for storytelling and expressing individualism.
This report examines the holiday habits and attitudes of the youth market, which Mintel defines as being aged between 16 and 25. It explores how youth holidays are distinguished from rival sectors and asks whether this generation is more ' international' than previous ones. It identifies current trends, assesses how the market has changed and outlines future developments.
Main report topics:
- Is this a budget generation or one with more opportunities than ever before?
- Is travel so commonplace that it defines them as do other leisure choices, or are they still tied to their parents' purse strings?
- What does the youth market want from their holidays?
- Does this differ greatly from the overall holiday market?
- Do they crave independence or family unity?
- What are their attitudes towards slow travel and the environment?
- How do youth holidays differ from general or older holidays?
- What are the companies, destinations and brands targeting the youth market?
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