1. Young travellers
The "millennial generation" is one of the largest demographic groupings in history. Most researchers regard Millennials or Generation Y as people born anywhere from the early 1980’s up to the early 2000’s.
From a tourism marketing perspective, it’s important to remember that age alone does not create a uniform group with a single, common set of values and behaviours. Within this relatively wide age range we find an equally wide cross section of life and career stages, levels of disposable income, amounts of free time, personal interests and attitudes.
In 2018, we commissioned research to explore the travel motivations and behaviours of this younger generation. The work was carried out by Kubi Kalloo.