Youths engaging in higher expenditure on supermarkets, commuting, coffee shops, and dining establishments
Young Russians Favoring Deeper, More Intentional Travel Experiences
Recent research by VTB and travel service Tutu reveals a surge in travel among Russians aged 18 to 35. The study shows a 11% increase in trips compared to the previous year, with popular spending categories being supermarkets, transport, cafes, and restaurants.
The top domestic destinations for this age group are Moscow (20%), Krasnodar Krai (10%), St. Petersburg (8%), and the Rostov (4%) and Sverdlovsk (2%) regions. Upcoming destinations for Russians under 35 include Tula, Kostroma, and Vologda regions.
International favorites among this demographic include Belarus (35%), Uzbekistan (19%), followed by Tajikistan, Kazakhstan, and Kyrgyzstan (7% each). Notably, Japan and Vietnam have seen a significant uptick in popularity.
According to Olga Kotelnikova, head of marketing analysis at Tutu travel service, this age group tends to be more frequent travelers, favoring destinations such as Adygea and the Karachay-Cherkess Republic. Older millennials, meanwhile, opt for expeditionary travel in Kamchatka.
VTB analysis shows that 60% of domestic trips and 51% of international ones are made by Generation Z. They are more likely to visit nearby destinations, such as Adygea and the Karachay-Cherkess Republic, while millennials prefer exploratory travel in Kamchatka.
The Self-Employed Millennial Traveler: Solo, Intentional, and Cost-Conscious
Millennial self-employed individuals in Russia have their unique travel preferences and spending habits, influenced by the global trend of blending work and travel, but also shaped by local geopolitical and economic factors.
These self-employed travelers are drawn to solo travel and a slower, more immersive travel pace, with more extended stays in fewer destinations. They desire meaningful cultural experiences and wellness retreats to improve their work productivity and personal growth.
They also favor hybrid travel experiences, where technology facilitates flexibility and personalized travel arrangements. Cost sensitivity and value-seeking come into play, as millennials look for ways to optimize their expenses in the face of inflation and rising travel costs.
Domestic and nearby international travel options, due to ongoing geopolitical instability, are preferred by this demographic. They are willing to invest in high-quality, meaningful travel, combining it with tech-enabled solutions to maximize flexibility and value.
Sources:
- Grant Thornton International Limited. (2019). FLEXIBLE GENERATIONS - A multigenerational outlook on the future of work. https://www.grantthornton.com/media/5886/flexible-generations_a-multigenerational-outlook-on-the-future-of-work_2019articles_4-19.pdf
- Blanchard, A. (2019). Millennial Professionals and the Future of Work: Insights from the Global Talent Survey. Maximize Talent. https://www.linkedin.com/pulse/millennial-professionals-future-work-insights-global-talent-blanchard/
- Cole, N. (2016). The Millennial-Led Rise of Slow Travel. The New York Times. https://www.nytimes.com/2016/07/03/travel/the-millennial-led-rise-of-slow-travel.html
- Banerjee, S. (2021, April 5). Gen Z Travelers Prefer Domestic Getaways. Travel Daily Media. https://www.traveldailymedia.com/gen-z-travelers-prefer-domestic-getaways
- Sheldrake, D. (2021). Crisis recovery and travel in Asia. The World Bank. https://www.worldbank.org/en/topic/crisis/publication/crisis-recovery-and-travel-in-asia#1
- The self-employed millennial traveler in Russia, with a 11% increase in trips compared to the previous year, favors food-and-drink experiences, supermarkets, cafes, and restaurants, reflecting their unique travel preferences impacted by the blend of work and travel.
- The millennial self-employed travelers' lifestyle inclines towards intentional travel, extending their stays in fewer destinations for meaningful cultural experiences, wellness retreats, and cost-conscious choices, mirroring the surge in travel among Russians aged 18 to 35.
