如何赢得千禧一代的青睐

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发布时间:2018-06-02 22:12

Bilingual · Foreign Business | 如何赢得千禧一代的青睐

2018-06-02 13:49来源:经济日报人力资源

原标题:Bilingual · Foreign Business | 如何赢得千禧一代的青睐

大家好!“外企头条”栏目今天推出总部位于西班牙的Amadeus公司最新报告↓↓

亚太地区千禧一代旅行者的需求偏好

What Asia Pacific Millennial Travelers Want

千禧一代是一个不容忽视的群体,他们占到亚太地区人口的45%以上。预计到2020年,全球60%的千禧一代将生活在亚洲。

Millennials represent more than 45 percent of Asia Pacific’s population, and with 60 percent of the world’s millennials expected to live in Asia by 2020, it’s a group that no one can afford to ignore.

仅在中国,千禧一代就占全国总人口的31%,相当于4.15亿位消费者。

In China alone, millennials make up 31% of the country's total population, representing 415 million consumers.

如何才能赢得他们的青睐、满足他们的期待并引导他们进行消费?Amadeus将带您了解亚太地区18至35岁人群的旅行需求。

What does it take to win their hearts, minds and wallets? Amadeus shines a light on what 18 - 35 year olds in APAC want when it comes to travel.

《我的旅程洞察报告:亚太地区千禧一代旅行者的需求偏好》是Amadeus《我的旅程》系列报告中的最新洞察。

Journey of Me Insights: What Asia Pacific Millennial Travelers Want is the latest in a series of Journey of Me reports.

在YouGov的协作下,该调研对亚太地区14个市场的6,870名受访者进行了调查,其中45%为千禧一代。

Conducted in collaboration with YouGov across 14 markets in Asia Pacific, the research surveyed 6870 respondents, 45% of whom were millennials at the time the data was collected.

拥抱新生事物

Embracing the new

与年长一些的旅行者相比,千禧一代更喜欢新兴科技、新奇体验和新鲜旅行方式。

More so than the generations that have come before them, millennials are embracing new technology, experiences, and ways of traveling.

42%的千禧一代表示,他们经常在出行时使用打车App,35%的人表示他们经常在规划旅行住宿时使用共享住宿App。

42% of millennials say they often use ride-sharing apps when they travel, and 35% frequently use sharing economy services for trip accommodation.

与其他地区的同龄人相比,印度地区的千禧一代尤为拥护共享经济,其中75%的人会使用打车软件,55%的人经常或频繁使用共享住宿服务。

Millennials inIndiain particular have embraced the sharing economy more so than their counter parts across the region, with 75% using ride-sharing apps and 55% using home-sharing apps often or very often.

在中国,48%的千禧一代表示他们经常在出行中使用Uber、Grab、滴滴等打车服务。

In China,48% of millennials say they often use apps like Uber, Grab, Didi Chuxing to get around during their trips.

对旅游提供商来说,满足千禧一代对全新体验的渴望是一个难得的业务机遇。

Targeting millennials'desire for new experiences is a golden opportunity for travel providers.

事实上,该调研发现,千禧一代最感兴趣的是帮助他们节省开销的推荐信息(37%),其次就是让他们能够接触全新体验的机会(27%)。

In fact,the research found that after recommendations that help them save money (37%), millennials are most interested in recommendations that expose them to new experiences (27%).

他们也会接受旅游提供商通过其他平台向他们发送的推荐或更新信息。

They are also open to travel providers sending them these recommendations or updates through alternative platforms.

23%的千禧一代表示他们喜欢通过社交媒体进行联系,这一比例仅次于电子邮件(31%)。

23% of millennials say they prefer to be contacted via social media, which sits in second place behind e-mail (31%).

但是,在泰国和印度尼西亚等国家,社交媒体是千禧一代的首选,使用比例分别为50%和34%。

However, in countries like Thailand and Indonesia, social media comes up as the top choice for millennials, chosen by 50% and 34% of them respectively.

而在中国,千禧一代更喜欢通过微信等即时通信服务(36%)接收更新和推荐信息。

And inChina,millennials prefer to receive updates and recommendations through messaging services (36%) like WeChat.

Amadeus亚太区企业营销与传播副总裁Karun Budhraja表示:“千禧一代确实是非常有趣的一代。他们与互联网一起成长,而科技就像是他们的‘第二层皮肤’。

"The Millennial generation is indeed an extremely interesting generation. They grew up with the Internet and technology is second skin to them.said Karun Budhraja, Vice President, Corporate Marketing & Communications, Asia Pacific, Amadeus.

他们积极拥抱新的体验,乐于打破现状。他们想要获得不同的旅行体验,所以业界必须要以不同的方式去满足他们的需求。

They have an openness to new experiences and a willingness to rattle the status quo. They want different experiences in travel,so the industry must serve them differently.

旅游提供商要想获得千禧一代的青睐并赢得市场份额,就必须采用新技术、新策略,最重要的是要采用新的思维方式。

Travel providers will need to adopt new technology, new strategies,and above all,new mindsets if they want to secure millennial mind and market share.

通过了解亚太地区千禧一代的行为驱动因素以及他们旅行时最看重的因素,企业将能够更好地满足他们的需求。”

By understanding what drives Asia Pacific millennials and what they value when they travel,businesses will be better placed to meet their needs."

更注重真实性而非商业化

People over brands

名人的影响力如何?看起来并没有我们想象的那么大。

How influential are influencers?Not very,it seems.

当被问及谁对他们旅行计划的影响力最大,以及他们从哪里获得最相关的旅行推荐时,千禧一代选择了家人、朋友以及其他游客的评论。

When asked who has the most influence over their travel planning,and where they receive the most relevant travel recommendations from,millennials choose family and friends,as well as traveler reviews.

令人惊讶的是,千禧一代把明星和社交媒体名人的影响力排在了最后,甚至低于旅游宣传手册。

Somewhat surprisingly,millennials ranked celebrities and social media influencers right at the bottom,even lower than brochures.

Budhraja说:“尽管千禧一代可能仍然会从名人那里了解趋势、获得灵感与启发,但我相信他们在进行评估选择时会变得更加成熟。

"While millennials may still look to influencers to curate trends,ideas and inspiration,I believe they are also becoming more sophisticated in how they evaluate them.

随着许多名人日趋商业化,原本最被受众看重的真实性逐渐消失。

With so many influencers becoming brands unto themselves,some of the authenticity that made them so appealing in the first place starts to get lost.

我们发现‘真实’比‘完美’更重要,这正是这个行业需要了解的重要课题。”

'Real' is more important than 'perfect', and that is an important lesson for the industry to understand," added Budhraja.

谨慎选择还是冒险一试?

Cautious or adventurous?

千禧一代向来是大胆和乐于冒险的代名词。但此次调研发现并非所有地区的千禧一代都是如此。

Millennials have long garnered a reputation for being bold and adventurous. The research finds this true in some areas,but less so in others.

与年长的旅行者们相比,千禧一代可能不会刻意避开最近发生过恐怖袭击、政治动荡或社会冲突,以及有可能发生地震等自然灾害的旅行目的地。

Compared to older generations, millennials are less likely to avoid visiting a destination that has had a recent terror attack,political or social uprising, or the likelihood of a natural disaster like an earthquake.

59%的婴儿潮一代会避开可能发生自然灾害的目的地,但千禧一代中只有51%会这样做。

While 59% of baby boomers would avoid a destination where natural disasters are likely,only 51% of millennials say the same.

然而,该调研还发现,与年长旅行者相比,千禧一代更不愿意向旅游提供商分享他们的个人信息,以换取更具针对性或个性化的服务。

However, the research also finds that millennials are less open than older travelers to sharing their personal information with travel providers, in return for more relevant offers or personalized services.

68%的婴儿潮一代和66%的X世代旅行者表示愿意分享个人信息,而亚太地区的千禧一代中只有62%的人表示愿意这样做。

68% of baby boomers and 66% of Generation X travelers say they are open to sharing their information, while only 62% of all APAC millennials say likewise.

调研进一步发现,印度尼西亚的千禧一代最乐于分享(75%),中国的千禧一代要谨慎些(53%),而日本的千禧一代最为保守(33%)。

The research further finds that Indonesian (75%) millennials are the most open, Chinese millennials are more cautious (53%), while Japanese (33%) millennials were the least open.

这种谨慎可能源于千禧一代的生活与科技密切相关,他们有着更强的安全和隐私保护意识。

This caution may be due to millennials being tech-savvy digital natives, and therefore more likely to be aware of security and privacy issues.

Budhraja表示:“虽然这项调研突出说明了亚太地区千禧一代旅行者的许多独特的行为和偏好,但值得指出的是,千禧一代和其他几代旅行者之间也有许多相似之处。

"While this research has highlighted a number of unique behaviors and preferences of APAC millennial travelers, it is also worth pointing out that there are just as many similarities between millennials and travelers from other generations.

比如个性化越来越重要;真实性是一切的关键;

Personalization is increasingly important, being real is key,

旅行者希望通过适宜的方式在恰当的时间接收到准确的信息。

and travelers want to be connected with the right content, through the right channel, and at the right time.

可以肯定的是,只要我们一切以旅行者为中心,旅游业定会蓬勃发展。”

What is certain is that the travel industry can only thrive if we put the traveler at the center of everything we do,"said Budhraja.

敬请为本期双语新闻中您最关注的消息点赞,以便今后为您提供您最关注的新闻。

Please vote for the report you like the most. We will provide the news your care the most.

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编辑 / 徐晓燕

来源 / 经济日报(记者陈颐、朱琳)返回搜狐,查看更多

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