Meet the Millennials: Insights for Destinations and Organizations

Millennials are the most diverse generation ever born in the United States, and are consumers of culture and technology. As arts and cultural organizations look to expand and diversify audiences, creating lasting relationships with the Millennials should be on the top of the list.

So what makes this generation tick?

• They are all about Relationships: They are likely to visit places recommended by friends and family; many of these recommendations are made through social network broadcasting.
   
• They are Savvy: They use technology to create an experience such as booking a trip, and then share it with their family and friends through online networks
   
• They have an Appetite for Learning: Millennials are quickly becoming the most educated generation of Americans, surpassing Gen X and the Baby Boomers. They crave experiences that are authentic, personalized and less commercialized.
   
• They are Good Citizens: They are “single-handedly fueling the Green trend”, and expect attractions to show a commitment to sustainable practices.