Will “Work Martyr” Millennials Kill the Concept of Vacation as We Know It?
Many in the travel, hospitality and tourism industries worry about a growing “work martyr” culture within the Millennial generation that is resulting in an ongoing reduction in time taken for vacation. A recent online survey by GfK(Germany’s largest market research institute) and another by Alamo Rent A Car appear to justify those fears.
Providers of unique lodging and vacation experiences such as our client bed & breakfast innkeepers and dude ranchers need to learn what this phenomena is, what it means, and how to cope and even thrive in it.
The first article presents the studies and the second article will focus on how to address the work martyr issue in your online marketing efforts.
How the Surveys Were Conducted
The online survey GfK conducted from January 20-February 16, 2016 used its KnowledgePanel® system on 5,641 American workers age 18 and up who work more than 35 hours a week and receive paid time off from their employer. GfK claims that their KnowledgePanel® is the only large-scale online panel that is based on a random sample representation of the population of the United States.
The generations represented in the reporting come from the Pew Research Center and are:
• Millennials (born 1981-1997)
• Generation X (born 1965-1980) and
• Baby Boomers (born 1946-1964)
1,500 adults age 18 and up from the 50 states and the District of Columbia participated in the Alamo Family Vacation Survey which was conducted from January 5-15, 2016 . The survey used the Research Now online consumer panel. Age data reflects the adult population based on U.S. Census data. Millennials are defined as 18 to 34 year olds. Statistics from this study that appear in this article are noted with (A).
Defining the “Work Martyr”
For the purposes of the surveys and this article, a work martyr is more likely to agree with the following four statements than a “not-a-work-martyr” worker:
• “No one else at my company can do the work while I’m away.”
• “I want to show complete dedication to my company and job.”
• “I don’t want others to think I am replaceable.”
• “I feel guilty for using my paid time off.”
It is the work martyr’s attitude that leads to the prioritization of effort (hours at work) over achievement (productivity) and a belief that taking time off for vacation leads to a lower success rate at work.
by Shawn Kerr Inside out Solutions