ABSTRACT
In an expanding and competitive global market, most wineries seek to increase wine consumption and boost wine tourism to remain competitive. Traditionally, wineries have targeted older tourists; however, other emerging market segments need to be considered. Millennials are a case in point. To attract millennials to a wine region or a specific winery, certain facilities, experiences and activities are needed. Through a qualitative case study, this chapter explores trends in experience design implemented by wineries in Victoria, Australia, with the aim of attracting millennials as tourists. The sample of participants included winery managers and representatives of destination marketing organisations. Findings suggest that wineries are designing two main types of experiences to increase winery visitation by millennials. The first involves the development of hedonic experiences that appeal to the younger generation. The second is the use of technology to offer on-site social interactivity with friends or family at the winery or connecting with others through social media. These findings have both theoretical and practical implications for the global wine sector, suggesting that wineries should consider the millennial market and create experiences that are adapted to their needs. It also illustrates the importance of new ways of experience design to attract tourists.
