What are the opportunities in the European tourism market for Generation Y travel?

Generation Y or millennial travellers offer a huge market for tourism operators: they already account for approximately 40% of all travel expenditure. In Europe, the main Generation Y markets are Germany, the United Kingdom and France. Millennials are people between 24 and 39 years as of 2019, who are very tech-savvy. When doing tourism, they try to avoid the masses and look for unique travel opportunities. This study offers information, tips and examples to help you target Generation Y travellers.

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