The Youth Segment

The youth segment

Who are we talking about?

Tourism Australia defines the youth segment as males and females, aged between 18 and 30 years. This group are commonly referred to as Generation Y with alternative labels such as ‘Millennials’ and the ‘Dot.Com generation’.

What do we know about them?

Culture

The youth segment have information at their finger tips, are innovators of new products and trends and accepting of change. They care about the earth, are socially aware, and are environmental champions. This segment is image conscious and places importance on keeping physically fit. They are experiential, enjoy the Arts and events from music concerts to adrenalin activities. The youth segment places significant importance on their community and friends. Interestingly the term ‘friends’ to this segment encapsulates a wide audience. The advent of the internet means that youths are able to communicate with a number of people at one time therefore friends could even include people they haven’t actually met physically before.

Travel Behaviour

Travel opportunities for the youth segment are many as the world becomes more accessible with flight operators providing increased routes and the cost of travel becoming more affordable. The youth segment is encouraged to travel by friends, family and the institutions or associations they belong to. The majority of trips taken by young people are motivated by goals such as a desire to explore, experience, work or study abroad. This segment wants to help people and make a contribution to the places they visit. They enjoy exploring other cultures and interacting with local people.1

Youth Experience Seekers seek to develop confidence and life skills through travel and the sense of achievement this derives. It is a journey of personal growth.

Youth Experience Seekers find Nature and Coastal experiences more appealing than Food and Wine, Journeys and the Outback experiences.

1. CCS Brand Study 2008, Index to U.S....