Although the definition is quite loose, the expression millennial is usually used to mean those who were born between 1980 and the mid-2000s. In many parts of the Western hemisphere this group now proportionately makes up the largest generation, accounting for instance in the US for around one third of the country’s spending power, far exceeding the other much sought after visitor category, the now aging baby boomers.
For the Caribbean, millennials are a crucial must-reach tourist segment if the industry is to have a sustainable economic future. As a consequence, many tourist board and properties have been adapting their marketing to reflect more closely the lifestyle and aspirations of this valuable group. Typically, millennials are proportionately better educated than previous generations, have grown up with the internet, are value for money conscious, and when it comes to vacations, are higher spending and most importantly, are seeking the authentic and genuine.
