Millennial travel: tourism micro-trends of European Generation Y

Research output: Contribution to journalArticlepeer-review


Purpose: Millennials travel more than any other generation and they account now for some 40 percent of Europe’s outbound travel. As Millennials travel peaks, the purpose of this paper is to shed light on European Millennials, their characteristics and travel behaviors, and how their travel trends are shaping the present – and future – of the tourism industry. Design/methodology/approach: The current study is based on content analysis of up-to-date academic publications and tourism industry reports. Findings: The common characteristics and travel behaviors of Millennials drive four key tourism micro-trends: creative tourism, off-the-beaten-track tourism, alternative accommodation and fully digital tourism. Based on the growing importance of Millennials in global travel, these micro-trends are re-shaping supply and demand and transform the tourism and hospitality industries. Originality/value: The study provides a novel understanding of Millennial travel, their characteristics and travel behaviors. The micro-trends identified are affecting destinations, hotels, attractions and other tourism businesses, as they re-define what tourists want and how they want it. Furthermore, these change drivers are expected to increase as Millennial travel continues to grow.

Original languageEnglish
Pages (from-to)192-196
Number of pages5
JournalJournal of Tourism Futures
Issue number2
StatePublished - 2020
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2020, Eran Ketter.


  • Generation Y
  • Generation Y travel behaviour
  • Millennial tourists
  • Millennial travel
  • Millennials
  • Tourism trends

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management
  • Nature and Landscape Conservation
  • Management, Monitoring, Policy and Law


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