There Is Business In European Millennial Travelers

Europe's Millennials — those between 18 and 26 years old — account for 19% of the European online leisure travel market. They matter to travel sellers not just because of their current size, but also because they are tomorrow's leisure and business travel customers, representing a future per-person lifetime travel value of more than €100,000. Travel suppliers and intermediaries need to take this group's specific characteristics and behaviors into account. Its members are comfortable with technology, are more willing to try new things, and enjoy extensive social networks. Forward-looking travel sellers will engage this audience by thinking beyond price — they will instead tap into Millennial travelers' extensive social networks and focus their mobile applications on meeting the needs of this audience.