A Survey on the Values and Travel Habits of Japan’s Millennials and Post-Millennials: Unraveling the Lifestyles and Consumption Patterns of Young People in Today’s Digital and Global Age
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JTB Tourism Research & Consulting Co., Ltd. (Minato-ku, Tokyo; President and CEO: Hajime Nozawa) has compiled the findings of its research study titled “Survey on the Values, Work Styles, and Travel Habits of Millennials and Post-Millennials.” The company continuously conducts research from diverse perspectives on how consumers’ lifestyles and values influence their consumption behavior and travel habits.
Millennials, as digital natives, have garnered global attention in recent years as the generation set to drive new consumption in the coming era. In contrast, Japan’s younger generation, which grew up during a period of low economic growth, has been characterized by terms such as “disengagement from [various activities]” and the “Satori Generation,” and is often described as “unambitious” and “unwilling to consume. ”However, in the overseas travel market over the past few years, the growth driven by the baby boomer generation—which had previously led senior consumer spending—has stalled, and people in their 20s and 30s have emerged as the new driving force (*).Furthermore, over the past year or two, the “Post-Millennial Generation”—the generation following the Millennials—has reached adulthood. Our past surveys have revealed positive trends in their global outlook and ambition that differ from those of the Millennial Generation (**).We explore how the post-Millennial generation—who will shape the next new era—and the Millennial generation will transform Japanese consumption and travel patterns, seeking insights for the future based on their lifestyles, ways of living, and attitudes toward travel and consumption.
(*) JTB Tourism Research & Consulting, “Current State of Overseas Tourism 2018”
(**) JTB Tourism Research & Consulting, “Survey on Millennials’ Values and Travel (2017)”
Millennials, as digital natives, have garnered global attention in recent years as the generation set to drive new consumption in the coming era. In contrast, Japan’s younger generation, which grew up during a period of low economic growth, has been characterized by terms such as “disengagement from [various activities]” and the “Satori Generation,” and is often described as “unambitious” and “unwilling to consume. ”However, in the overseas travel market over the past few years, the growth driven by the baby boomer generation—which had previously led senior consumer spending—has stalled, and people in their 20s and 30s have emerged as the new driving force (*).Furthermore, over the past year or two, the “Post-Millennial Generation”—the generation following the Millennials—has reached adulthood. Our past surveys have revealed positive trends in their global outlook and ambition that differ from those of the Millennial Generation (**).We explore how the post-Millennial generation—who will shape the next new era—and the Millennial generation will transform Japanese consumption and travel patterns, seeking insights for the future based on their lifestyles, ways of living, and attitudes toward travel and consumption.
(*) JTB Tourism Research & Consulting, “Current State of Overseas Tourism 2018”
(**) JTB Tourism Research & Consulting, “Survey on Millennials’ Values and Travel (2017)”
Key Findings
- Even among digital natives, there is a clear difference in values and behavior between the post-Millennial generation (currently aged 18–22, the post-Yutori generation) and the Millennial generation (currently aged 23–29, the Yutori generation)Post-Millennials are highly motivated by a "spirit of volunteerism" and a "spirit of adventure."
While they are flexible regarding diverse values such as same-sex marriage and the division of household chores and childcare, they tend to be conservative when it comes to home ownership, family graves, and seeking stable employment, and they approach real-life interpersonal relationships with caution. - Parents serve as role models. Their involvement in their children’s activities during childhood strengthens their bond and influences their spending habits.Consumption of "things"—such as electronics and fashion—is passed down from children to parents, while consumption of cultural "experiences"—such as travel and music—is passed down from parents to children.
- Millennials and post-millennials who find fulfillment in their daily lives spend their money on "experiential consumption," such as dining and travelYoung people who feel a lack of fulfillment tend to spend more on "material consumption" for themselves, such as fashion, home decor, and treats
- The most common place to book their first independent trip is an "online-only accommodation and travel booking site" (43.2% of Post-Millennials, 48.5% of Millennials)The retention rate is high at 50.3% when travelers book their first trip through an "online-only accommodation and travel booking site," but it drops to just 29.7% when they book through a "travel agency."
