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Reaching today’s Generation Y market can be a challenging exercise. Not only are they bombarded with information at every turn, they’re also cynical and rely heavily on word of mouth.
"Generation Y", also known as "Millennials," "Generation Next," the "Echo Boom," or the "Digital Generation", were born (depending on who you talk to) between 1978 and 1994, which means they’ve not yet hit 30. And while often seen as a marketer’s dream, Generation Y is proving even harder to reach than Generation X, simply because they’re at saturation point – creating a real challenge for tourism operators wanting to access this younger market segment.
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