Youth Travel: The Habits of Generation Y

Key words: Generation Y, Youth Travel, Backpacking, Volunteering, Tourist Behaviour, Motivation

Over 20% of international tourist arrivals each year are youth travellers and the youth travel market is worth 18% of international tourism receipts, therefore the market constitutes a significant proportion of the travel and tourism industry, (WTO, 2008). Motivations of youth tourists to travel abroad characteristically include the opportunity to study, the desire to explore and the experience of working in different cultures. The WTO reported a 39% increase of the total average travel expenditure of young travellers in addition to an increase in the frequency of travel between 2002 and 2007, supporting the importance of the growing market, (2008). Youth travellers are typically know to embark on travel for long periods of time in order to enhance their knowledge of the globe, encounter new experiences and acquaint themselves with other cultures.

This paper looks into who the current youth travel market is and what impact they have on the travel and tourism industry through examining where they travel to and why they travel to such destinations...

Do youth travellers desire fun and fantasy or art and authenticity?

The Generation Y, born during the 1980's and 1990's, a lot of the Generation Y populations are the children of the Baby Boomers (Pendergast, 2010). In comparison to previous generations, Generation Y boasts higher levels of educated along with experience of a range of diverse cultures. These attributes formulate the broad-mindedness and indulgence of different lifestyles (Huang & Petrick, 2010). Many studies have revealed that young travellers are travelling more frequently, further and visiting more areas of the world than ever before. (WYSE, 2007). The 'internet generation' are also said to be increasingly taking advantage of the Internet to arrange travel plans (Spark, Martin, & Stamper). The boost of travel bookings made over the internet is phenomenal, and it is estimated that over 80% of young travellers use the web to research travel products prior to making a booking (WYSE, 2007).

The theory behind distinctiveness amid 'the tourist' and 'the traveller' can identify how generation y decides to seek out authenticity. In all probability, the traveller is the one who grasps a profound, more associated and inspiring experience, as opposed to the tourist. This young generation grew up affluent and have been offered many choices, 'gap years and extensive travel are the norm' for them (Asthana, 2008). A growing frequency of travel indicates that youth tourism is a growing market, as generation y cross the threshold of the ability to travel independently and choose travel options that appeal to their personal values, tastes and preferences, (Davidson, 2008).

Generation Y tourists are known as audacious explorers, for the reason that it is believed that risks and threats of natural disasters or terrorism discourage only a few young travellers from visiting high risk destinations (WYSE, 2007). Overall generation Y has been said to only be concerned with safety issues relating to human involvement such as terrorist attacks or being a victim of individual targeted criminal behaviour. The occurrence of natural disasters which requires the charity and aid work of people to overcome the disasters is said to fuel the desire of the generation to aid in the meaningful action of aid. They are not fazed by the safety threats that the travel and tourism industry is susceptible to such as natural disasters, as they aspire to aid in the actions to rehabilitate an area after destruction. While they do hold concerns about personal safety due to the criminal actions taken place in certain high risk destinations.

Members of Generation Y are interested in positive social habits and are motivated by accomplishment, strong demeanour, modesty and fellowship (Huang & Petrick, 2010). Young travellers' attempt to develop their identifiable individuality has consequently seen an increase in volunteer tourism. In some dimension from 'the unique to the mass produced' (Hass, 2009: pp. 1), travel experiences, for instance volunteer work in countries such as Cambodia, Ghana, India and Peru, can descend in close proximity to their unique objective, of contributing to projects in communities to help and support the people who most need it, despite the multiplicity and availability of such organised trips nowadays.

The meaning of their travels is created through each individual and how they wish the experience to have an effect on their life experiences gained, as they each make the choices of which path to go down. The options of experience travel available to Generation Y are continually increasing, and whether they choose to travel for educational of personal experiences is down to them.

Authenticity is conceivably uncertain of its actual meaning and can appear to be a vague expression when considered in addition to tourism and how tourists opt to 'experience the world' (Haas, 2009). However, the desire of young travellers seeking out meaningful, connected and inspirational experiences surely entitles them to define their own classification of authentic as they search for what they desire and believe to be authentic.
Over all the affluent and well educated generation has been provided with a number of opportunities and has be raised with open-mindedness which has fuelled their desire for the consumption of more culturally diverse, individual, and meaningful travel experiences. In the end each young individual has the chance to shape their experience into their outlook of a fun, flight of the imagination and authentic voyage.


Bibliography

Benckendorff, P., & Moscardo, G. (2010). Understanding Generation-Y Tourists: Managing the Risk and Change Associated with a New Emerging Market. In P. Benckendorff, G. Moscardo, & D. Pendergast, Tourism and Generation Y (pp. 38-46). Wallingford: CAB International.

Huang, Y. C., & Petrick, J. F. (2010). Generation Y's Travel Behaviours: a Comparison with Baby Boomers and Generation X. In P. Benckendorff, G. Moscardo, & D. Pendergast, Tourism and Generation Y (pp. 27-37). Wallingford: CAB International.

Pendergast, D. (2010). Getting to Know the Y Generation. In P. Benckendorff, G. Moscardo, & D. Pendergast, Tourism and Generation Y (pp. 1-15). Wallingford: CAB International.

Internet sites

Asthana, A. (2008, May 25). Generation Y: they don't live for work ... they work to live. [Accessed:6.5.2011], Available at: http://www.guardian.co.uk/money/2008/may/25/workandcareers.worklifebalance


Spark, K., Martin, S., & Stamper, S. (n.d.). Generation Y: Graduates who dare to demand more.[Accessed: 4.5.2011], Available at: http://www.liv.ac.uk/news/features/generation-y.htm

It was interesting to discover the characteristics of Generation Y and the traits that motivate them to travel and discover new destinations that others, are somewhat scared to do. It is understandable that generation y allow themselves to do more as they have had the opportunity to be educated, be the first generation to be exposed to new technology which has further enabled the generation to see and experience new destinations as well as new cultures.
As the author has stated there is a clear distinction between what a 'tourist' and a 'traveller' are willing to experience which can be dependent upon their beliefs. Generation y, the traveller, decides to seek out authenticity and experience the culture of the host community first hand whereas the tourist would possibly be one of the masses and only view a place for a short period of time and not experience its true culture and experiences. This however is down to the travellers/tourists beliefs and what themselves want to experience out of life.
As this was an unknown topic to oneself it was interesting to see that the author stated that generation y are interested in positive social habits and are motivated by accomplishment, strong demeanour, modesty and fellowship, as well as 'Young travellers' attempting to develop their identifiable individuality... for instance volunteer work in countries such as Cambodia, Ghana, India and Peru. Another way which the topic could be viewed, or a question that could be proposed is are youth travellers/ generation y only taking part in volunteer work to boost their CV's to add to their positive social lifestyle as well as their strong demeanour? As the characteristics for a volunteer tourist is much the same as generation y's characteristics; Young adults, gap year students, self motivated as well as wanting to achieve a high level of self actualisation.
There is an identifiable link between generation y and youth travellers as would be expected and it was interesting to see how the two can interlink. The author asks; Do youth travellers desire fun and fantasy or art and authenticity? It can be seen to be all the above as generation y are the baby boomers who have had the luxury of technology and travel for a purpose, to engage and experience cultures, experience new things which has then further allowed the opportunity to excel ourselves and receive a better quality of life with new and exciting adventures allowing the generation to develop their identifiable individuality. Organisations within the travel and tourism industry, which as can be agreed covers a wide spectrum should take note of the niche market which is emerging and should understand that consumers, travellers, tourists or more precisely generation y want to experience something new, an immersive experience which allows all the five senses to be played with.