Abstract:
У статті проаналізовано мотиви обрання туристичних продуктів однією з найпотужніших
груп споживачів – міленіалів. На основі характеристик та поведінки європейських міленіалів у
подорожах виокремлено мікротенденції, що впливають на туристичні напрямки.
Охарактеризовано вплив інформаційних технологій на сучасних туристів.
Description:
The article analyzes the motives for choosing
tourist products among one of the most powerful groups of consumers – millennials. Based on the
characteristics and travel behavior of European millennials, micro-trends affecting tourist destinations are
identified. Millennials find inspiration in travel blogs and social media; plan their trip based on usergenerated content, customer reviews and travel websites; view accommodation information in booking
applications and online travel agencies; explore the destination using their smartphones and travel apps.
Finally, they share their experiences on social media, which ignites the inspiration to travel among their
peers. As the first digital generation, millennials are also the first generation to demonstrate fully digital
travel, transforming the business models of countless travel companies, rendering some of their services
obsolete and providing a huge boost to the travel technology innovation industry. Thus, it can be said that
these four micro-trends – creative tourism, off-road tourism, alternative accommodation and fully digital
tourism – are some of the key points through which millennials are changing the supply and demand of the
tourism industry. Based on the travel characteristics and behaviors of European millennials, these microtrends are impacting destinations, hotels, attractions and other travel businesses as they redefine what exactly
tourists want. Although these micro-trends are already persistent, these changes will intensify over time as
millennials become more affluent and their share of global tourism continues to grow. As such, expect to see
more destinations and attractions offering unique creative tourism products; new destinations will appear on
the tourist map with the help of off-road tourism; the opening of new establishments that create new
categories of hospitality, expanding the alternative of existing accommodation offers and the constant
growth of digital tourism platforms and applications are expected.
