4. Generation Y
They were born between 1980 and 1995/2000.
They are optimistic, self-confident, and open to change, but are also impatient and requiring immediate gratification.
They are good at using technology and want to be the first to try new te
They place high value on leisure and consider pay, material possessions and status more important than other intrinsic values in work (e.g., whether the work is interesting, challenging and whether the worker can take responsibility for his or her labor)
They are trendsetters.
They tend to oppose the main stream values by acting and thinking differently when compared with other generations.
They need immediate response.
They prefer multitask.
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Tourism
Gen Y represents 12% of leisure travelers and 13% of business travelers in United States.
They take an average of 3.9 leisure trips and 4.2 business trips per year.
Gen Y are more active travelers than their older counterparts.
It is common for Yers to search travel information through Internet and make online travel purchase.
They seek novel and fashionable travel experiences.
When travelling, Gen Y favor to participate in amusement and theme park activities, go to night clubs and dance, and look for shopping opportunities.
Gen Y prefers high quality products, even though they need to pay an additional amount of money.
Accommodation
They are least loyal to hotel brands and are willing to try unconventional brands.
They want accommodations which provide affordable fast food, Internet access, wireless environments, and flat-screen TVs on the walls.
They prefer accommodations which are easily accessible to shopping facilities and souvenir buying.
They want a hotel which makes them feel more inspired, excited, important and extravagant.
They expect prompt, convenient and multi-services to be provided by hotel staff at points of customer contacts.
Internet marketing is particularly effective for this cohort.
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Food preference
They are more budget-conscious in their food choice
They also prefer fast food, but in contrast to other cohorts, many also like healthier foods.
They are less inclined than Generation X to associate specific brands.
They consume less wine but more of the other cheaper alternatives, such as beer and spirits.
They prefer sweet wines rather than dry ones.
They believe wine should be consumed only in special occasions or in fine dining restaurants. The purpose for socialization is strong.
Food service preference
People in this generation go for fast-food and quick-service items, such as burger franchises and pizza restaurants.
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