Business travel/MICE organisers warned some sport add-ons are failing some ‘active millennials’

CTIVE millennials are being priced out of skiing and golfing holidays, according to a new study that delivers a warning to MICE and other providers hoping to attract business travellers to some pre and post event/business trip sports add-ons.

While millennials desire active holidays more than any other generation, fewer are participating in particular types of sporting holidays such as golf and skiing because of financial considerations, according to data and analytics company GlobalData.

The company’s latest report - Exploring Sports Tourism - says millennials are most likely to go on an adventure or sport holiday, with millennial participation still being high for a number of sporting holidays, such as surfing. However, some expensive sporting holidays have been seen to ‘price out’ younger people. A consequence of this is falling participation among this generation for these forms of activity holidays, with skiing and golf seeing a particular decline among millennials.

Skiing is one of the most popular sporting holidays and in many ski resorts, baby boomers are the most common age group; more than two-thirds of skiers from the UK are aged between 43 and 65. However, the size of the boomer generation is shrinking and younger generations – notably millennials – are less engaged in the sport and are going on fewer ski holidays than previous generations.

When Generation X was aged 17-32, they comprised 40 per cent of annual snow sports visits. By comparison, millennials currently make up around 32 per cent, according to the NSAA National Demographic Study. The reason for this is largely because of the expense involved. Millennials face bigger financial challenges than their boomer parents and few can justify the cost of going on a ski holiday.

Sean Hyett, travel and tourism analyst at GlobalData said: “Tourism boards and ski resorts should attempt to get more young people engaged in skiing by offering discounts on the costs involved with the sport. For example, they could start offering a discounted ‘millennial’ pass.”

In the US, over three-quarters (78 per cent) of golfers are male, with an average household income of US$95,000 and average age of 54. This reflects that the sport is popular among older people with high incomes. However, the golf industry has witnessed an overall decline in participation, so expanding the target market is essential to see long-term growth.

Hyett continued: “Younger generations are put off by factors such as the cost, the amount of time it takes to play a round and the negative perceptions of golf.”

Business travel/MICE organisers warned some sport add-ons are failing some ‘active millennials’

CTIVE millennials are being priced out of skiing and golfing holidays, according to a new study that delivers a warning to MICE and other providers hoping to attract business travellers to some pre and post event/business trip sports add-ons.

While millennials desire active holidays more than any other generation, fewer are participating in particular types of sporting holidays such as golf and skiing because of financial considerations, according to data and analytics company GlobalData.

The company’s latest report - Exploring Sports Tourism - says millennials are most likely to go on an adventure or sport holiday, with millennial participation still being high for a number of sporting holidays, such as surfing. However, some expensive sporting holidays have been seen to ‘price out’ younger people. A consequence of this is falling participation among this generation for these forms of activity holidays, with skiing and golf seeing a particular decline among millennials.

Skiing is one of the most popular sporting holidays and in many ski resorts, baby boomers are the most common age group; more than two-thirds of skiers from the UK are aged between 43 and 65. However, the size of the boomer generation is shrinking and younger generations – notably millennials – are less engaged in the sport and are going on fewer ski holidays than previous generations.

When Generation X was aged 17-32, they comprised 40 per cent of annual snow sports visits. By comparison, millennials currently make up around 32 per cent, according to the NSAA National Demographic Study. The reason for this is largely because of the expense involved. Millennials face bigger financial challenges than their boomer parents and few can justify the cost of going on a ski holiday.

Sean Hyett, travel and tourism analyst at GlobalData said: “Tourism boards and ski resorts should attempt to get more young people engaged in skiing by offering discounts on the costs involved with the sport. For example, they could start offering a discounted ‘millennial’ pass.”

In the US, over three-quarters (78 per cent) of golfers are male, with an average household income of US$95,000 and average age of 54. This reflects that the sport is popular among older people with high incomes. However, the golf industry has witnessed an overall decline in participation, so expanding the target market is essential to see long-term growth.

Hyett continued: “Younger generations are put off by factors such as the cost, the amount of time it takes to play a round and the negative perceptions of golf.”