INSIDE THE MIND OF
A MILLENNIAL

Followed by over half of all millennials in the UK, LADbible Group has an unprecedented access to a youth audience that is often notoriously difficult to engage.

In the first of our in-depth industry insights, we get inside the mind of the millennial traveller and find out what makes a good holiday for them.

We know what you’re thinking. LADs on holiday – it’s all suitcases full of johnnies, wearing Speedos to breakfast and drinking everything out of a fish bowl. Well, you might need to think again. We asked our community about their attitudes to travel and there’s a lot more to it than banana boats and bucket hats.

LADS ON TOUR

Millennials are the most globally-connected generation ever. Travel is a big deal to them, with 92 percent loving nothing more than getting on a plane to explore the world for themselves and 88 percent travelling at least once a year. 100 percent said they did it purely for the Instagram pics. That one is a lie... it's actually a 1/4!

GRAB THE FACTOR 50

You’re more likely to see our LADs kicking back on the beach than rushing around an unknown city, with 1/3 of the audience preferring beach holidays to city breaks. Our survey also revealed that it takes an average of 18,758 hours to totally remove the sand from all your belongings. Again, not true but, seriously, how does it get *literally* everywhere?

snacks not shags, memes before wet dreams

Contrary to popular belief, our community are more likely to think with their stomach rather than another part of their body when they’re abroad.

Almost all of those surveyed (98 percent) believe that good food and sightseeing on holiday is far more important than sex and getting drunk. In fact, to the social generation, free wifi is as important as sex while on vacation. Just don’t check their search history.

EUROPE IS THEIR PRIMARY DESTINATION

While North America tops their wish list, two thirds choose to soak up the best of Europe, with only 6 percent planning a staycation in the UK. Weirdly, that 6 percent of staycations all happened directly after the new season of Stranger Things dropped. Strange.

It’s all about Friends and family

The vast majority of young travellers holiday with friends and family, with just over a quarter considering going it alone. Most travellers must not have gone on holiday with my mum then. Absolute nightmare.

Contrary to popular belief that young people are allergic to making plans, most start making plans several months in advance with february through to March as the most popular period for making a booking. With information like this, the travel industry can work with LADbible to tap into a whole generation of jet-setters.

With over 60 million followers across LADbible Group’s social channels and a global reach of more than one billion, we are the biggest social publisher for young people and the voice of a generation. We create relevant, relatable content that inspires and engages our community and can help brands strike the right tone with this huge pool of prospective customers.

We have a dedicated team of data scientists who scrape all this valuable information and more from a range of audience polls, sentiment analysis and algorithms. This data helps us build a detailed picture of our audience in order to understand how we create branded content they want and need rather than broadcasting blanket brand messages that they will ignore.

If your travel brand is looking to reach a young audience, now is the time to start working with us as more than 1/3 of our audience will begin looking for travel inspiration in March.