Pubs looking to get new guests into their rooms may be better off targeting baby boomers than younger customers.
According to TripAdvisor's latest TripBarometer – which surveys 23,000 travellers including more than 1,800 Brits – the older generation will spend three times as much on accommodation than millennials.
That said, both generations are just as willing to spend a little more on luxury.
In good news for UK pubs the survey revealed that more people are interested in culture than weather when planning a trip. A third of travellers plan a trip based on experiencing the culture compared to 25 per who are simply after good weather.
Discount deals do not appear to be a huge driver. Only nine per cent of those aged 65-plus are tempted by a deal, this rises to 16 per cent for the 25 to 34-year-old age group.
And, as you may expect, reviews are hugely important for people choosing where to stay, with 86 per cent of those surveyed by TripAdvisor saying they will not book until they have read a review.