Are millennials transforming global tourism? Challenges for destinations and companies

Abstract

Purpose The purpose of this study is to identify the characteristics of the millennials segment that is most likely to cause a significant disruption in the way the tourism sector is currently structured. A profile of this segment has been developed along with an analysis of the marketing implications for destinations and tourism providers. Design/methodology/approach The research involved examining academic, institutional and trade literature to provide an overview of the millennials profile and the related developments causing disruptive changes in the tourism sector. Findings The characteristics of the millennials with the greatest potential to disrupt the tourism sector are their strong digital skills, high degree of permanent connectivity, search for outstanding experiences and altruistic behaviours. The results already present from these characteristics – with a high probability of intensifying in the future – are the practice of volunteer tourism, search for places not connected with tourism and adoption of new, disruptive technologies. Even though volunteer tourism is an act of altruism, it can have harmful implications for tourist destinations in which it occurs. In addition, tourist invasions of places traditionally occupied only by residents can lead to the removal of locals from these places, manifestations of “tourismphobia” and ultimately degradation of these tourists’ experiences. Finally, the adoption of disruptive technologies by tourism agents to fulfil the millennials’ demands for immediate responses reduces human interactions highly valued by millennials and, therefore, requires close monitoring. Originality/value This study’s value arises from its systematic identification of the millennials characteristics that are most likely to disrupt the tourism sector’s functioning, allowing the relevant stakeholders to adopt proactive strategies, minimise potential negative impacts and maximise opportunities.

Tourists’ Motivations to Travel: a Theoretical Perspective on the Existing Literature

“…Millennials, however, are much more independent, relying heavily on virtual contacts with online friends. These travellers depend on their peers' appreciation when forming their own opinions and making travel decisions, often using reviews as a crucial complement to decision-making (Veiga et al, 2017). Maslow's (1943) theory helps explain how the importance of strong bonds with friends as a travel motivation has gained new dimensions in highly technological societies.…”

“…Maslow's (1943) fourth level of needs, namely, self-esteem, clarifies why people travel to impress friends, relatives and other social groups and gain higher social status, which is also extremely important to youth travellers. Millennials seek and require peer approval of their travel choices through the number of 'likes' their posts generate (Veiga et al, 2017). The more likes their travel narratives generate in social media networks, the more recognition they get and the stronger their self-esteem becomes.…”

“…They search for authentic and memorable experiences, need to immerse themselves in the lifestyle of local inhabitants and value experiences similar to those of residents and volunteer tourism options. These individuals are increasingly concerned about their health, wellbeing and safety (Veiga et al, 2017). Another important feature of Millennials is that they see travel as a complement to education and a form of personal development (Veiga et al, 2017).…”

“…These individuals are increasingly concerned about their health, wellbeing and safety (Veiga et al, 2017). Another important feature of Millennials is that they see travel as a complement to education and a form of personal development (Veiga et al, 2017). The ITB World Travel Trends Report 2016 confirms the importance of European Millennials, who 'went on about 150 million outbound trips in 2015' (ITB, 2016, p. 26).…”

Sharing Economy in People, Process and Technology Perspective: A Systematic Literature Review

“…Kumar, Lahiri & Dogan (2017) [22] The monetization of underutilized assets that are owned by service providers (firms or individuals) through short-term rental Kooti et al (2017) [23] Exchange services in a peer-to-peer fashion, through match-ing markets facilitated by social networks and online applications. Godelnik (2017) [24] A facilitation between stranger for share and utilized in reduce cost but gain benefit. Böcker & Meelen, (2017) [25] Consumers granting each other with temporary access to their under-utilized physical assets ("idle capacity"), possibly for money.…”