Online booking is the most-used channel for first travel among the digital native generation

The consumption and travel trend survey targeting digital native generations (the millennium generation and the post-millennium generation), conducted by JTB Tourism Research & Consulting, finds that the average ages of their first travel experiences are 21.1 years old for the millennium generation and 18.2 years old for the post-millennium generation. Compared to the bubble generation, the average is approximately seven years younger, as the graph below shows.


The most-used booking channel for first travel is real retailer (35.6%) overall, however OTA or travel app is the top among the millennium generation (43.2%) and the post-millennium generation (48.5%). The ratios are particularly high with about 70% for domestic travel. Details are illustrated on the graph below:


The most reasons for continuing visiting the first-using travel company are ‘affordable prices’ overall. Among the millennium generation and the post-millennium generation, major reasons are ‘more product choices’ and ‘easy-to-use websites.’ Interestingly, the baby boomer junior generation and the bubble generation pick ‘successive support by a travel company’ as one of the major reasons. 


Targeting 1,236 males and females from 18 to 58 years old, the survey was conducted in the period between September 11 and 14 2018. The generation definitions are as follows: born from 1989 to 1995 for the millennium generation, born from1996 to 1999 for the post-millennium generation, born from 1981 to 1988 for pre-Yutori generation, born from 1976 to 1980 for post-baby boomer junior generation, born from 1971 to 1975 for the baby boomer junior generation and born from 1960 to 1970 for the bubble generation. 

In Japanese

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