Motivations of global Millennial travelers

Abstract

This paper reports on a global survey of Millennial travellers aged 18-35 and analyses motivations across world regions and countries. An adapted version of the Leisure Motivations Scale was subjected to factor analysis, revealing four dimensions of motivation: Relaxation, Exploring, Challenge and Socialising. All Millennials tend to see exploring as most important, but Asian travellers in particular emphasise both relaxation and challenge. Motivations were also found to vary according to age and destination, indicating that motivations are not just individual, but also context-related. We conclude that Millennials are not a coherent global generation in terms of travel motivations.

Keywords

• Millennial travellers; motivations; travel behaviour; Generation Y; Generation Z