Millennial traveller insights

Below you will find a selection of my publications which have focussed on Millennials and youth travellers.

For even more information you can see my take on:

Travel and tourism for the Millennial generation

How to define Millennials

Putting Your Place on the Millennials Map (and Staying There)

Everyone is talking about global youth anywhere between the ages of 16-35 (depending on whose definition you’re using) and among all that coverage you can find some interesting insights – and also a lot of hype! In any case, it has now become essential to keep up with what Millennials are doing, and more importantly, how they behave when they travel.

Published by TOPOSOPHY, my guide gives practical hints and tips on engaging with this market as well as a valuable source of inspiration for tourism brands looking to reach out to this dynamic group of consumers.



Stepping Out of the Crowd: Where the Next Generation of Asian Travellers is Heading, and How to Win a Place on their Travel Itinerary

Released by the Pacific Asia Travel Association (PATA) in 2016, this report looks at Asian Millennials’ travel attitudes towards exploring destinations and going ‘off the beaten track’. Given that the rise in global tourism is set to be driven by young travellers, especially from countries in the Asia-Pacific region, how will the world’s most popular destinations cope with the rising tide of tourists, and how can destinations still ensure they give travellers the high-quality experience they expect?

The second of the Pacific Asia Travel Association’s series of reports focussing on young travellers, Stepping Out of the Crowd provides valuable insights through unique research, expert case studies and contributions from NTOs around Asia. Furthermore, it pushes the debate forward on how the tourism sector can help enthusiastic young travellers to explore further in order to ease pressure on already-crowded visitor attractions.

Prepared by Toposophy for PATA and supported by Visa Worldwide



The Rise of the Young Asian Traveller

Released by the Pacific Asia Travel Association (PATA) in 2014, this report explains how and why it is predominantly young people who are fuelling the growth of outbound travel from Asia, looking to explore the world beyond their country’s borders.

For three months in early 2014 I was assisted in compiling the report by a talented team at PATA Headquarters in Bangkok. Research of this kind is extremely rare, with scant coverage of this region which is undergoing a tourism boom. It was great to learn first-hand about the shape that youth travel growth is taking, through online surveys and focus groups.

What’s in the report:

  • Why youth travel does not always mean ‘budget travel’ in Asia
  • What the leap to mobile technology will mean for travel providers across the region
  • How low-cost carriers have capitalised so successfully on the youth market across the region
  • Why the most sophisticated tourism boards look to attract students as well as leisure travellers
  • Who exerts the biggest influence on young Asians’ travel decisions
  • Why it is important to start reaching the next generation of your brand’s consumers today

Find out how to obtain the full report.



The Power of Youth Travel

This report discusses the importance of youth travel from an economic

The Power of Youth Travel (UNWTO, 2011)

and social perspective, as well as the benefits that it brings to young people themselves.

The report was first published in September 2011 however it still offers a huge amount of relevant data and opinion. Anecdotal evidence suggests that the report has been used on numerous occasions to lobby tourism ministers and key decision makers on dedicating greater resources to promoting to the youth market, and on improving trading conditions for the industry. I compiled this report while working at the World Tourism Organization (UNWTO).

The Power of Youth Travel (English version)

This publication is also available in French and Spanish:

Version française / Version en español


Jump to my publications by category:

Millennial traveller insights

Destination marketing and development

Emerging outbound markets (Asia outbound travel)

The sharing economy

LGBT tourism

Products and segments (shopping tourism, food travel)