Gen Y

Who is Gen Y?

Gen Y are people born between 1981 & 2001.  I’m a Gen Y.  Gen Y represent 28.6% of the US population and according to the US Travel Association, they make up 12% of leisure travelers.  That 12% takes 3.9 leisure trips a year.

They also represent 13% of business travel and that group takes on average 4.2 business trips a year.

Gen Y are an important segment

They often travel longer (Gap years, study abroad, extended backpacking) and therefore spend more than older travelers. They travel “deeper,” into communities.  Because they stay in places for extended periods of time, they also generate more tourism arrivals.  Tourism Australia found that every study abroad student generated five additional arrivals; which makes sense, friends and family will take the opportunity to visit if they know someone in the destination.

My research showed that Gen Y have similar psychographic tendencies as general adventure travelers: a desire to explore and to have authentic, local experiences.

Typically, they leverage technology to research, plan and then share their trips.

The message is: Gen Y are an important and growing segment. If they travel to a destination today, and have a great time, they are likely to come back with their future partner or children.  They are highly likely to share the experience online, and produce valuable word of mouth recommendations.

For more info, you can download the Executive Summary of a 2008 Report “What Up World?” on Gen Y Adventure Travelers. Click here:  GenY Exec Summ

To download the entire report, click here.

Here is an Article on Gen Y travelers (that I’m quoted in by Nicole Petrak of the Adventure Travel Trade Association.