ABSTRACT
In the context of tourism, Millennials attempt to meet their own needs and wants by emphasising intangible experiences, including travel, whereas older generations view travel as an extravagance, rather focusing on work and performance. This chapter discusses the overall patterns of Millennial travellers in how they search for travel information, behavioural characteristics on trips, and trip activities to the specific context of urban tourism. It provides urban tourism scholars and practitioners with a better understanding of how marketing and programming related to travel can be tailored to Millennial audiences. As the digital native generation, Millennials are more receptive to personalisation techniques. Millennials are more likely to make choices after consulting with a wide range of their peers than non-Millennials.
