The preferences of the younger generation in Malta, when making their travel arrangements through a travel agency

Abstract

In the current travel industry, understanding the preferences of young travellers is crucial for companies to adapt effectively. This study delves into the complex behaviours of young Maltese travellers, examining demographics, travelling habits, and booking methods. By analysing factors like travel frequency, accommodation preferences, and communication channels with agents, trends can be identified to inform decision-making. It also evaluates the relevance of travel agents compared to online services, highlighting areas for improvement such as communication and technological adaptability. Ultimately, this research aims to offer practical insights for travel companies to enhance their offerings and better cater to the needs of young Maltese visitors amidst changing travel trends. This study aims to accomplish several objectives by using a mixed-method approach including surveys and interview as data gathering tools. These goals revolve around gathering information about the preferences and behaviours of the young Maltese travellers, when making their travel arrangements and their relationship with travel agencies nowadays. The study reveals that young Maltese travellers prefer European destinations. Technology's role in communication with agencies remains consistent. This emphasises how important it is for travel companies to stay digitally flexible while yet providing individualised services. The study concludes with a set of suggestions and recommendations. These are meant to help local travel agencies match their offering with the needs and wants of the younger Maltese market.