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An Appetite for Learning.

Millennials know a lot. According to the Pew Study, Millennials are more highly educated than other generations at comparable ages. More than half of them (54%) have at least some college education during the ages 18-28, as compared to 49% of Gen Xers and 36% of Baby Boomers. Their knowledge ties to an expectation for real and authentic experiences. In 2009, PGAV Destinations explored the “Authenticity Opportunity,” finding that 80% of attractions visitors like to visit places that feature authentic elements. While authenticity was defined in different ways, the theme was for attractions to offer less commercialism and more personally meaningful experiences.

Seventy-eight percent (78%) of Millennials stated a strong preference for learning something new when they travel. However, they also showed a keen sense for the types of learning experiences they wish to have. Millennials’ stated clear preferences for experiences that are fun and entertaining (78%), immersive (70%), and interactive and hands-on (68%). And in all of these categories, they showed a markedly stronger preference than their older counterparts.

Implication: Not surprisingly, this diverse group wants to learn something new and exhibits a variety of learning styles. Passive experiences will not appeal to Millennials. Use immersive, interactive and entertaining tactics.

I Like to Learn Something New When I Travel

Nearly four in five Millennials (78%) say they are interested in learning something new when they travel. Based upon their ratings, their interest in learning something new is stronger than that of other generations.

Interested 78.0%


Interested 3.1%

Neutral 18.9%

4.0 4.1 4.2

3.3 3.4 3.5 3.6 3.7 3.8 3.9

Millennials Immersive Experiences

Seven in ten Millennials say they expect Special Places to offer immersive experiences. They rate the appeal of immersive experiences at 3.95 compared to 3.58 from older generations.

Interested 69.5%


Interested 2.7%


Neutral 27.8%

3.3 3.4 3.5 3.6 3.7 3.8 3.9

Millennials Millennials

Immersive Experiences 3.95

30+ Years

Like to Learn Something New 4.11



30+ Years

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