Segmenting the Millennial Traveler: How Millennials' Unique Sense of Self Is Expressed Through Travel

How well do you really know the Millennial traveler? Dive deep into the psycho-emotional and behavioral profile of this key segment with innovative System 1 techniques and analysis.


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14% funded

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10% for your friend


Millennials operate differently from their older counterparts particularly the way in which they value "experiences." Accordingly, travel is a high priority for this cohort, who's projected to overtake Baby Boomers in travel spending by 2020. But while travel destinations and marketers may understand how Millennials differ from other generations, how much do they really know about the differences among Millennials?


  • Segment Millennials by leisure travel attitudes and behavior
  • Identify attitudes, motivations, and preferences for leisure travel
  • Measure interest in specific types of leisure travel activities
  • Determine characteristics of most recent and typical leisure trips (e.g., average nights stayed, accommodations, travel companions)
  • Identify deep emotional associations with travel and the role it plays in Millennials'lives


By combining traditional survey methods with tools that reveal the deeper, emotional motivations for behavior, this project will help clients understand exactly who Millennials are and how to connect with them beyond generational stereotypes.

This study will reveal the intricacies of Millennial travelers and what they're looking for from a travel destination, by segmenting Millennials according to their travel-related attitudes, expectations, and behaviors. Ultimately, these insights will provide you with profiles and personas you can use to more effectively serve and communicate with this all-important target.

Methodology: Quantitative

Quantitative Design

Number of Interviews: 800

Interview Length: 18 minutes

Statistical Analysis:

MDRG will use cluster and factor analysis to create segments and understand their driving attitudes and behaviors and a combination of metaphor and archetype analysis for the emotional profile.

Design Rationale:

MDRG believes that segmentation is not complete without a full understanding of the target, including behavior and both conscious/rational and subconscious/emotional attitudes. Combining survey techniques that uncover all of this will allow MDRG to provide rich profiles that can better inform communications and offerings.

Sample Source:

Large-scale online sample providers/panels will be utilized.

Quantitative Research Target

Gender: 50% Male, 50% Female

Ethnicity: Approximates national population distribution

Ages: 21 to 36

Behavioral/Lifestyle Screening:

Travel frequency and prioritization as well as planning habits will also be considered. All respondents must share in the decision-making for their leisure travel.

Additional Demographic Screening:

Screening and analysis considerations include age/micro-generation (younger, core, and older/"X-ennial"), marital/parental status and household composition, income, and education.

Geography: US Only; Approximates national population distribution


Reporting: Formal Report; Summary Report

Presentation: Web-based

Additional Deliverables:

Rich personas presented in depth as well as jpgs of designed personas for creative inspiration.

$1,200 day rate plus travel expenses

Funding Timeline (once project is approved): 60 days

Timing: 6 weeks from funding to delivery of final report


Company: MDRG

Previous Projects: 1


Supplier's Qualifications:

MDRG, Inc. is a full-service market-research firm focusing on the core market research disciplines of Brand Research, Customer Experience, Product Development, and Advertising. Established in 1994, MDRG has served more than 160 clients and conducted thousands of studies over the last 24 years. MDRG’s approach to research is methodical. Identifying the business decision that will be made with the data collected is at the heart of every new proposal. With that foundation, MDRG digs into our suite of instruments curated to offer insight into the whole mind of the consumer --insight that goes beyond what they think and say, but also delves into how they feel and the emotions and perceptions that can’t be articulated through language. It’s this Whole Mind Approach™ grounded in the context of how the data will be used that separates MDRG from the rest.

Most recently, we have leveraged our Whole Mind Approach™, to develop a research design that allows the segmentation of audiences based on both Conscious and Non-Conscious attitudes, emotions, and behaviors. We’ve implemented this design for tourism destinations such as USVI and New Orleans in order to offer their marketing teams insight into the nuances of their segments along with and a deeper emotional understanding of their target.

Supplier's Team:

Barbara Read, Director of Research
Peter Schamp, Strategic Insights Manager
Christine Carll, Director of Quantitative Methods
Justin Loehn, Quantitative Analyst
Margaux Fisher, Ethnographer and Qualitative Analyst


GOLD (3 shares)
Includes category exclusivity, up to 3 custom/proprietary questions, and an in-person presentation (travel expenses billed at cost).

SILVER (2 shares)
Includes up to 3 custom questions and a private online presentation

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