Rather than be put off by Brexit, British millennials are keener than ever to book a trip to Europe, new research suggests.
Contiki, which organises travel tours and adventures for 18-35 year olds, has reported a 22% spike in Europe trip bookings since the UK's decision to leave the EU on 23 June.
That's not to say Brexit isn't having an effect: one in ten young travellers are considering bringing their EU travel plans forward in case restrictions are put in place under Article 50, as per Contiki's survey. That's handy to know for those travel brands that market to millennials.
What other millennial marketing gems did the research throw up?
1. Now could be the time to push European city breaks
As well as one in ten of the 2,000 18 to 35 year olds quizzed by Contiki suggesting they could pull their trip to Europe forward to before March 2017 – when Prime Minister Teresa May has pledged to trigger Article 50 – a similar proportion of respondents (12%) said they plan to travel even more frequently within the EU over the next few years.
Britain has until 2019 to leave the EU, so any travel restrictions are unlikely to come into effect by then. Now could be the time, then, to push European city breaks, leading with the notion that travel will inevitably become trickier from 2019 onwards. Just make sure you do your research on what Brexit could mean for travellers, because there's a whole lot of hyperbole out there at the moment.
2. 'All-inclusive' trips might prove to be the favoured option
As has been well documented, it's been a turbulent few months for the British pound. No surprises, then, that the cost of travelling to EU destinations is the chief concern for millennials, with 49% stating they were worried about it.
One way to negate the issue of the fluctuating pound is to offer 'all-inclusive' trips, meaning travellers have a good idea of how much their trip is going to cost them, allowing them to budget for it. Of course, a bit of spending money is always going to be required, but offering more inclusions means millennials know where they stand money-wise.
3. Europe is not the be all and end all
Some young travellers are giving Europe a swerve at the moment – probably because they think their money is better spent elsewhere. According to those young British travellers that have altered their travel plans following the referendum result, non-EU European destinations and long haul countries were high on the travel agenda. Iceland topped the list (15%), followed by the USA (13%), Montenegro (also 13%), and Norway (12%).
Some young travellers, it seems, have seen Brexit as an opportunity to venture further afield, where the pound hasn't taken such a hit.
Contiki Sales & Marketing director, UK & Europe, Donna Jeavons said: "It's no surprise that young British residents are cautious about spending abroad due to a weak exchange rate, but a group trip with more inclusions is proving to be the perfect solution in the current environment. We're pleased to report that Contiki is showing a significant uplift in sales to Europe since the referendum result."
One final thing: just make sure your website is fine-tuned and running smoothly. There's nothing that irks millennials more than a website that can't do the things they want it to. to find out how you can help with this, contact us.