A Signature Media Publication

Millennial Travellers: Re-writing the Tourism Landscape


In the YouGov report on millennials, they are defined here as people born between 1980 and 1999, are the largest generation ever and they have a high affinity for travelling the world. However, their demands concerning individualism, experience and local exploration in travelling are largely unmet by destinations and tour operators, leading to a shift towards individual booking and the sharing economy, e.g. Airbnb. Travel companies need to understand this critical target group in detail in order to meet their demands and get them to book your services. This report targets four of the main source markets for millennials as tourist: the UK, US, Germany and China.