For an industry that’s as fast-moving and competitive as the global travel and tourism industry, it’s logical to look ahead; to seek opportunities to launch new products that appeal to new groups of consumers. Given that these young people will increasingly be travelling to and from the Philippines as well as other countries in the Asia-Pacific region, it’s even more important to understand what motivates them, what makes them happy and how they plan their journeys. Crucially, Millennials have grown up in very different times to their parents, and this makes them a fast-moving, fast-thinking and unpredictable generation of travellers! At MICECON Manila 2015, the Philippines' national tourism conference, Peter Jordan, Senior Tourism Analyst with Toposophy discussed recent consumer trends among the Millennial generation that will affect the travel industry of tomorrow, and explained how all tourism players across the Philippines can start to orientate their product towards this exciting, powerful group of young consumers.

1. The Rise of Asian Millennial Travellers
MICECON 2015, Marriott Manila
Peter Jordan
Senior Tourism Analyst

2. • Senior Tourism Analyst, TOPOSOPHY
• Specialist in Millennial traveller trends and
strategy
• Over 13 years’ experience in global tourism
policy (UNWTO, WYSE, PATA)
• Consultancy and strategic advice on making
your destination ready for next-gen travellers
• TOPOSOPHY: Helping Destination Marketing
Organizations become future-ready
Peter Jordan

6. WE ARE A DESTINATION MARKETING AGENCY.
We provide tourism organizations, associations and companies (both public
and private) with practical solutions to develop, manage and market places
as tourism destinations, accompanying them on every step of the way.
WE REVEAL THE BEST OF WHAT EVERY PLACE HAS TO OFFER

7. WE REVEAL THE BEST OF WHAT EVERY PLACE HAS TO OFFER

8. Research partner to PATA Youth Travel Study:
‘Stepping Out of the Crowd’ - coming soon

9. CONTENTS
• Defining ‘Millennials’
• Shaping the generation
• How do Millennials travel differently?
• The Rise of the Young Asian Traveller
• 7 Tips for Putting Your Destination on the
Millennial Map

10. It’s definitely
more fun
in the Philippines!

12. Defining ‘Millennials’

13. Millennials:
• The current young generation, aged 18-34
• Also known as Gen-Y, the ‘Me’ Generation
1970 1980 1990 2000 2010 2020
Born during this period
Enters teenage years and becomes an
independent consumer, post the year 2000
Gen X &
Baby-
boomers
‘Gen Z’

14. Travellers
Consumers
Individuals
Thinking about Millennials:

15. The same, but different
SCHOOL LEAVER / APPRENTICE
YOUNG PROFESSIONAL / STUDENT / ‘NEET’
PARENT / MARRIED / SINGLE
• Young people are very diverse. Their needs
and tastes can change rapidly as they grow.
• Search is by product and interest, not age.
• It’s why we need to understand young peoples’
self-expression through consumption,
especially in travel.

16. The same, but different
Millennials are defined by the times in which they
grew up: world events, the economy and social
change. Experiences of these differ around the
world.
Source: PopulationPyramid
Gen Y
Gen Z

17. Gen Y and Gen Z in Asia:
Population of 15-29 year-olds in 2015 vs. 2030
China 318m (2030, 333m)
Indonesia 64m (2030, 82m)
Philippines 29m (2030, 42m)
Japan 19mR.O. Korea 10m
Thailand 15m (2030, 19m)
Source: World Bank, 2014

18. A generation shaped
by world events…

19. Source: Viacom Intl Mediaworks, The Next Normal (2012)

20. Shaping youth attitudes in Asia…
Rapid
urbanization
<<
Economic
growth
Changing
demographics
Expansion of
international
education
Rising
middle
class >>
Improved
gender
equality in
education
and work
Influence
of social
media
<< Online
24/7
Globally
aware,
keen to
travel

21. Summary: This generation is...
Hyper connected, globally aware
More realistic, looking to get ahead
Hard working, but happy to self-indulge
Seeking support, advice & reassurance
Just wants to be happy

22. How do Millennials
travel differently?

23. 1. More connected than any
previous generation
This is the generation that grew up with:
• ‘Internet everywhere’ (3G, Wi-Fi)
• E-Commerce
• Mobile devices
• Social media
• E-travel (reviews, metasearch, last
minute booking, group deals)
• The concept of ‘personal branding’
through travel

24. Connected at every stage of their
journey Dreaming
Planning
Booking
Travelling
Experiencing
Reflecting

25. 2. Social media rules
• For Millennials, social media is their primary
source of news, information, inspiration and
advice.
• Social media is used throughout Millennials’
journey: when dreaming, planning, booking,
experiencing, and reflecting.
• Where you travel says a lot about you, and
social media magnifies Millennials’ ‘personal
brand’

26. Social media: accompanying them
every step of the way…
That café looks cool!What’s
it called?
Any tips on how to spend a
weekend inTokyo?
Flights are all booked! I’m
heading for my first trip to Japan!
The traffic is crazy ! I amost
missed my flight!
Tokyo is even more crowded
than I expected, but the
people are so friendly!
This time last week I was
eating sushi in Shibuya 
START

27. 3. Millennials to collect
experiences, rather than ‘things’
• Brought up with the Internet and 24-hour
news, this generation is more globally aware
and globally curious.
• With increasingly stressful lives in the ‘fast
lane’, this generation welcomes opportunities
to slow down and re-connect with loved-ones
• Happiness comes from collecting experiences
(adventures, new friendships, learning new
skills) and sharing it all online.

28. 4. Millennials seek authenticity
• Millennials’ seek to satisfy their cultural
curiosity by meeting new people (easy, thanks
to location-based apps, such as Foursquare
and Tinder)
• When travelling they increasingly look to
connect with the local culture, attending
events and taking classes based on language
food, music, fashion and design.
• If they can make a positive impact on the local
society and economy, then even better

29. 5. Millennials are driving the
Sharing Economy
• Due to a combination of all the factors
described before, Millennials are driving the
growth of the Sharing Economy (eg. Airbnb,
Homeaway, Withlocals, BlaBlaCar)
• Their future consumption behavior as business
travellers and family travellers will expand the
use of Sharing Economy services even more.

30. The Rise of the Young
Asian Traveller

31. The Rise of the Young Asian Traveller
• Published by the Pacific Asia Travel
Association, August 2014
• In line with PATA’s ‘NextGen’
philosophy
• Over 100 pages of insight & analysis
• Author: Peter Jordan

32. • Survey of nearly 3,000 Millennials (aged 15-29 ) in 13
countries
• Young people told us about their travel motivations
and concerns, sources of funding, accommodation
choice, booking apps, dream destinations and more….

33. “I want to travel to somewhere I’ve never
seen before” is the biggest motivator for
travel
Nearly 1 in 5 young Asian
travellers stayed in a 4-5* star
hotel on their last main trip
43% of stays in a private residence
were booked through sites such as
Airbnb
After the high cost of flights and
accommodation, fear of terrorism and
personal safety are their biggest
concerns
Chinese travellers are the most likely
to be influenced by a special offer
Highlights:
37% of young Asian travellers funded their
travel directly from their parents
Sites such as TripAdvisor are the No1
source of advice, followed by family &
friends

34. What’s your dream destination?

35. Dream destinations for
Filipino Millennials…
1. France
2. United States
3. Japan
4. Australia
5. Italy
6. South Korea
7. Canada
8. United Kingdom
9. Singapore
10. Brazil

36. Where was the
Philippines?

37. 7 Top Tips on
Putting your Place on the
Millennial Map

38. Look out for our report:
‘Putting your place on the Millennial Map’
Visit Toposophy.com and sign up to our
blog!
Follow us on Facebook & Twitter

39. Final thoughts…

40. Millennials are driving growth across the
region – how can we make that growth
spread further in the Philippines?
How can you help Millennials to explore
the Philippines?
Let’s help make it a rewarding
experience for them, and a sustainable
source of growth for the future

41. The Philippines has all the
assets to do this…
…so go ahead and create!

42. THANK
YOU
Acharnes, Athens, Greece | T. +30 210 8941610
F. +30 210 24 04405 | E. info@toposophy.com
pjordan@toposophy.com
+31 634581566