Millenials have grown up and they are not those young backpackers traveling low budget any more. They have more and more weight into the total travel volume, and this is specially relevant when talking about traveling abroad.

But who are these millennials? Where are they? How do they travel? How can we reach them? How can we talk to them?
We will try to answer some of these questions in the following lines.

We are going to talk about people who appreciates personalized trips, unique activities and who want to experience life quality above all. People who are looking for sustainable unexploited destinations who would share all their experiences on Social media.  These people belong to this young generation called Millenials. And Norway can be their perfect choice.


Millenials are people born between 1980 and 2000. They are born in a period of technology and they adapt easily to changes new technologies. They are always connected and look for immediate solutions. Patience is not their word. They are critic, compromised, involved and with a deep concern about sustainability, climate change and the future of our planet.

It is a very innovative generation in the use of internet, social media and digital marketing. Ther philosophy is “work  to live instead of live to work” as previous generations. They like to go out, travel, and enjoy life and they prioritize these values against finding a house, getting married or having children. In Spain they dont leave their parents house until they are around 30 years old. They do not have any hurry to start their own lives.

Internet for them is the natural place to be and buy and the use of internet for sales is growing against traditional outlets.

One of the most important values for this generation is freedom and this reflects clearly in the way they travel.

How spanish millenials travel


This segment of population is already around 1/5 of the total international travel in Spain and it is expected to grow 50% in the next 10 years. This makes this segment the “golden fish” for the immediate future in the travel business.

It is not easy to make general statements when talking about such extent generation but we have found some common characteristics to most of the people belonging to this age group:


Travel is vital for this generation. They prioritize travel against other things as buying a house or even finishing their studies or starting a professional career.

They are born with the travel spirit. Some of them already started traveling with their parents and the Erasmus program has opened a world of opportunities for them.

They look for cheap alternatives like interrail or low cost airlines and their only frontier is the planet.

They like to organize their own travel, they are worried about the environment and also about eating healthy and tasty when they travel.

Their travel choice is influenced by three factors:

DESTINATION. When choosing the destination the value they mainly search for is authenticity, with special interest in experiencing the culture and lifestyle of the places they visit. They are also attracted by ecological, healthy local food.

PRICE. Price is obviously important and they analyse carefully transportation and accommodation.

DATES. Due to their labour and family situation they are more flexible in regards to dates than other segments and more open to travel all over the year.


Millenials tend to book their travel on internet. 85% of millennial travellers visit many different sites to compare prices and 46% are booking through smart phone or tablet. In many cases they are late bookers, up to a week prior to travel. Bookings are normally done during the weekend, Saturday, Sunday and Monday.


According to to Future Fundation 87% of millennial travellers use Social media as inspiration for their future trave and 42% of them decide their destination based on the experiences from people they know, admire or trust. It is important for them to see the opinion about the destinations from other travellers or experts.

They also need to show off and travel is a kind of status for them in Social media. In fact, they talk about “Instagramable destinations”. 97% of travellers publish photos and comments while they travel. It is also important for them to receive feedback and comments from their audience. They need to feel that their experience and comments are appreciated. This makes them feel more socially accepted.

For all these reasons, having free wifi with good quality can be a factor to decide on a hotel or another or even on a destination.



Millenials look for real experiences and try to avoid touristic products. One of the main motivations for millennials to travel is to interact with the local people at the destination. They expect to increase their knowledge while they share the local lifestyle. They love people and they appreciate people hospitality. They try to find the balance between the iconic image they have about the destination and all those “secrets” that you don’t find in the guides and that can differentiate your trip.

Food is also an important part of the experience and they like to try local products, always taking into consideration health and sustainability.

Foto: Johan Willhagen - VisitNorway


Even though they like to improvise and live adventures, they are also very concerned about security and safety and they prepare carefully their trip taking security into consideration. Much more than previous generations. Control is important for them but at the same level as flexibility.

They are very worried about health and cleanliness.



Millenials like to travel with companions. Normally with friends but also with their parents. Family travel is not so frequent mainly because creating a family comes at a later stage for most of them.



Norway ha not been tradicionally perceived as a destination for millennials mainly due to the cost of living, but the truth is that millennials are getting older, they have been travelling already around Europe and the first generation of Millenials who are now around 30-35 years old have become an important segment in Spain for Norway as destination.

Norway fits within many of their values. We have selected the three most relevant for us. If we take these values into consideration we will much more relevant when communicating to this interesting segment:

  1. First of all, authenticity. There are few places in the world where nature is better taken care of and with more unspoilt places where you can still live an authentic experience.
  2. Second sustainability. Local culture and local food.
  3. Third security, health, cleanlyness and control. This is not the most fancy value to work with in communication but the truth is that this is important to them and is something Norway is recognized for.

Foto: Nancy Bundt - VisitNorway


  • Taranna
  • Millenial Traveller report (Future Fundation)
  • Habitos Turisticos. Como viajan los millenials (ESERP Business School)