Uncovering the Millennial Mindset: Choice Hotels Reveals New Travel Study

Top 10 surprising travel habits from the largest and most elusive demographic

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Oct 15, 2015, 08:17 ET

ROCKVILLE, Md., Oct. 15, 2015 /PRNewswire/ -- The millennial generation has arrived, and hotels are grabbing for their loyalty. Choice Hotels International, Inc. (NYSE: CHH), one of the world's leading hotel companies, reveals the top ten unexpected travel habits of millennial adventurers in their latest study.

"Millennials haven't established allegiance with specific hotels yet, and there is such an amazing opportunity for companies to capture and build their brand loyalty," said Patrick Pacious, executive vice president, and COO at Choice Hotels. "As Choice continues to expand into upscale and urban markets, uncovering findings about this key demographic, such as millennials' inclination to impress, the desire for freebies and instant loyalty program gratification is crucial."

The Top Ten Millennial Travel Trends

Image is Everything: 27% of Millennials have stayed in a hotel to impress someone.

Live for the Now: 33% of Millennials would put off buying a home to take a dream vacation.

Foodies & Adventurers: 79% of Millennials say they are more adventurous about eating and drinking when traveling than when at home.

OId School Travel Methods: While 59% of millennials say online ratings and reviews determine their hotel selection, a shocking 35% of millennials would still use travel agents when deciding a hotel.

Get Rich Quick: 43% of Millennials believe you should receive your first rewards program benefit as soon as you sign up.

Experience is Everything: 12% of Millennials have quit their job to take a vacation or go to an event such as a concert.

Gimme Gimme Goodies: 69% of Millennials see freebies (such as snacks/sandwiches/to-go breakfast) as more important than opportunities for increased loyalty or reward points.

Comfy and Cozy is Key! Comfortable beds are the second biggest reasons Millennials will recommend a hotel to a friend (18%).

The Germaphobe Generation: 61% of Millennials carry hand sanitizer when traveling—more than any other generation!

I Can't Hear You: 30% of Millennials keep earbuds in their ears when traveling so people don't talk to them.

The survey was conducted in partnership with The Center for Generational Kinetics, which solves tough generational challenges with Millennials, Gen Y, Generation X and Baby Boomers. The national survey polled 1,000 U.S. adults, ages 18-65 between September 30 - October 3, 2015.

About Choice Hotels

Choice Hotels International, Inc.^® (NYSE: CHH) is one of the world's largest lodging companies. With more than 6,300 hotels franchised in 35 countries and territories, we represent more than 500,000 rooms around the globe. As of June 30, 2015, 613 hotels were in our development pipeline. Our company's Ascend Hotel Collection^®, Cambria^® hotels & suites, Comfort Inn^®, Comfort Suites^®, Sleep Inn^®, Quality^®, Clarion^®, MainStay Suites^®, Suburban Extended Stay Hotel^®, Econo Lodge^® and Rodeway Inn^® brands provide a spectrum of lodging choices to meet guests' needs. With more than 24 million members and counting, check out our Choice Privileges^® rewards program to see how you can reap the benefits of being a member of the Choice Hotels^® family. All hotels are independently owned and operated. Visit us at www.choicehotels.com for more information.