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Breaking the millennial travel myth

Prof. Greg Richads, WYSE Travel Confederation

Recorded on 12 February 2020

Key learnings
This presentation shares the results of an analysis of two global surveys of travellers aged 35 and younger, WYSE Travel Confederation’s Millennial Traveller and New Horizons surveys. The analysis uncovered four dimensions of motivation that suggest travel motivations are not just individual, but context related – and that there is not a global generation of or singular truth when it comes to ‘millennial travellers’.


Prof. Greg Richards, WYSE Travel Confederation
Greg Richards is Professor of Placemaking and Events at Breda University of Applied Sciences in the Netherlands and Research Advisor to WYSE Travel Confederation. He has extensive experience in tourism research and education and has worked on a variety of projects with WYSE Travel Confederation, UNWTO, OECD, and with numerous national governments, national tourism organisations and municipalities. Professor Richards has held previous posts at London Metropolitan University (UK), University of Tilburg (NL), Universitat Roviria I Virgili, Tarragona (ES) and the University of the West of England (UK).

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