MILLENNIALS: The Generation Reshaping Travel and Shopping Habits

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(CC) Sava Marinkovic/FreeimagesMillennial travellers display significantly different travel expectations and behaviours compared to other generations. From their favourite travel destinations and preferred holiday activities, to the people they travel with and how they choose to spend their money, Millennial differences can be observed along the whole travel value chain. However, considering their large numbers and the multitude of nationalities they include, it would be naïve to think there is only one type of Millennial traveller.

This group has varied demands that are fuelling the transformation of the travel industry. Due to their spending power, as well as their influence on surrounding generations, Millennials clearly deserve the full attention of retail and travel industry stakeholders. So, what are the key facts, preferences and needs of this generation?

The report is available from the Roland Berger website.