Comparing Millennials
Leading Millennials (27-37) Trailing Millennials (18-26)
74% 48%
White/Caucasian
52% 26%
Minority
With the ever-stirring American Melting Pot, 2018 saw Millennials become the most diverse generation in history, with 44% of their population representing one or more minority groups. Tis generation also represents the largest share (36%) of attraction visitors last year, but has dropped four percentage points from its historical average, in addition to a 13-point decline in visitation and four-point decline in satisfaction.
As Millennials represent both the largest attendee share and are significantly comprised of the two-decade minority Travelanche on the horizon, it’s time to take notice (if you’ve not already).
Millennials as a whole, despite being increasingly optimistic about the economy and more likely to recommend their last attraction to friends and family, are exhibiting a lower intent to travel this year – even though they visited attractions in 2018. It’s only when we divide this generation into Leading (ages 27 – 37) and Trailing (ages 18 – 26) Millennials, that we see some underlying causes.
96% 91%
Visited an Attraction in 2018
Trailing Millennials represent an even greater portion of the US minority population than their older counterparts, a segment we explored in-depth in an early chapter whose needs are simply not being met. Tese younger Millennials visit fewer attractions, and are significantly less satisfied (by 13 points) and less likely to recommend their most recent attraction to friends and family (by 18 points). If you want to turn the tide of Trailing Millennials, it seems like the most influential move might (and probably should) be out of your control:
Intent to visit an Attraction in 2019
89% 86%
Children 31
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