Profiling generation Y - Where do they travel?

While there are several studies which discuss travel behaviour of senior travellers, there is limited discussion of the travel habits of generation Y. The objective of this paper is to profile Generation Y based on their travel attitudes and behaviour in order to better understand this segment. This research utilizes data provided by the Roy Morgan Research Centre in Australia (RMRC). The data were collected in 2006 and 2007 from a large sample of 46,000 Australian respondents. Generation Y is compared to other Generations on travel motivation, holiday activities, booking methods used, media habits and destination preferences. Generation Y has distinctive travel attitudes and destination preferences. Directions for future research are outlined.