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

The Generation Y or Millennial consumer group is the world’s largest consumer group today. They prize authentic, unique and exciting travel experiences over buying high-value items, such as a house or a car. Tech-savvy, they are heavy internet users and often buy online. Millennials in Germany and the UK represent the largest markets in Europe. They are at the forefront of new travel trends, such as ‘bleisure’ and sustainable travel. Local tour operators in destinations have considerable opportunities to reach European millennials, but having a strong online presence is essential.

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