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Millennials are All About Relationships.

Ethnically and racially diverse, and with many from non-traditional families, they are indeed family- oriented. In fact, over 42% of Millennials nationwide who have visited attractions in the past three years have children in their households. Millennials are also more likely to travel with friends or to places friends have visited. The female heads of household are clearly the decision makers, more so than in other age group. They are well traveled, sophisticated, self-aware, and seek places with play areas for the kids.

Perhaps most importantly, Millennials are highly influenced by friends and family in selecting places to visit. Two-thirds of them will visit places recommended by family and friends – significantly more than their older counterparts. Using social media, this recommendation often comes in the form of real-time descriptions of the experience.

Implication: Destinations need to accommodate Millenials’ need to broadcast their experiences – don’t ignore the digital networks!

Millennials Enjoy Traveling with Friends

Nearly six in ten Millennials (58%) say they enjoy traveling for leisure with their friends–nearly 20 points higher than older generations.

70% Don’t

typically travel with friends 41.9%


traveling with friends 58.1%

0% 10% 20% 30% 40% 50% 60%


Enjoy Traveling for Leisure w/ Friends 58.1%



30+ Years

Having a story to tell is important! Millennials stay in constant communication, and the need to share amusing and enlightening tidbits is paramount to their social currency.

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