Personal travel safety: A new generational perspective

Abstract

The Millennial Generation, also known as Generation Y, has grown up in a social context where travel is the norm rather than the exception, and consequently they are more likely to travel than any other generation before them. They also have specific characteristics relevant to travel, including being 'aware', 'independently dependent' and 'tech-savvy', particularly with respect to information and communication technologies (ICTs). Furthermore, they are characterized as a generation that places great importance on 'safety' (New Politics Institute, 2006). These combining effects provide a unique opportunity for the tourism industry to address the needs of Gen-Y travellers at a time when the current emphasis placed on safety as a key aspect of quality service has never been more important.