One of the DMO pros I admire most recently said that his Destination Marketing Organization is shifting all their leisure travel promotion to target potential visitors under 40. All of it.
No, really. ALL of it.
He believes people over 40 have already formed an opinion (right or wrong) about his region...so he's going to shift his attention to those that have not yet made up their minds. Easier to surprise someone with something new than change their pre-existing mindset.
And, the latest "State of the American Traveler" from the our friends at Destination Analysts seems to support that contention. In this edition, Dave and Erin have broken out the three primary travel demographics with deeper analysis than ever before and the results, while not wholly unexpected, offer some interesting insight into Millennials.
Like, they are more likely to travel than their older counterparts, twice as likely to prefer urban over rural experiences and the generation most interested in culinary pursuits.
As always, great stuff...and you can download the free report here.
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