Members of the Millennial Generation shared their outlook on life, travel and the tourism industry with the NTA Board of Directors this week, and the association’s leaders were listening. Millennials, also known as Generation Y, were born between 1980 and 1995 and, according to projections, will make up 75 percent of the workforce by 2025.
The impending generational shift is important for associations, whose members and leaders have been Baby Boomers, according to Lisa Simon, NTA president.
The Millennials session, held Monday during a board meeting in Lancaster, Pa., included a focus-group discussion and a presentation from board member Cathleen Johnson of Edelman, a global public relations firm whose research on Millennials has powerful implications for the travel and tourism industry.
Millennials will be the topic of a presentation by Johnson at Travel Exchange, NTA’s annual convention to be held in concert with the United Motorcoach Association in Orlando January 20 to 24. The seminar, “Pathway to Understanding the Millennial Generation,” will explore demographic distinctions and marketing strategies.
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