DMOs: This myth is costing you group travelers. For years, destinations have repeated the same story:
“Millennials don’t use tour operators.”
“Millennials don’t book group trips.”
“Millennials only want to travel independently.”
It sounds believable—until you look at the data. And once you do, the story immediately falls apart. Millennials aren’t avoiding guided experiences. They’re avoiding outdated guided experiences. Let’s break down the myths and look at what this actually means for DMOs.
Myth No. 1: “Millennials Only Travel Independently.”
Reality: They blend independence with curated, local-led experiences.
- 42% of millennial leisure travelers booked a guided tour in the last year. (GetYourGuide, 2024)
- 94% of travelers who tried guided tours plan to do so again. (PR Newswire, 2024)
- Nearly half chose small-group or private formats. (TravelAgentCentral, 2024)
Millennials want freedom and expertise. They want local access, storytelling, and ease. DMOs: This is your opportunity to spotlight the right operators—the ones delivering immersion, not just itineraries.
Myth No. 2: “Millennials Don’t Use Tour Operators.”
Reality: They do—but they define “tour operator” differently.
Think less “traditional motorcoach” and more:
- Adventure outfitters
- Culinary and craft tours
- Wellness retreats
- Outdoor specialists
- Local storytellers and guides
- Niche micro-experiences
And they’re finding these operators online:
- 56% use peer-review platforms when researching tours. (MMGY, 2024)
- 53% go directly to operator websites for validation.
If millennial travelers can’t find your destination’s most compelling operators, they won’t book them. Your visibility strategy matters.
Myth No. 3: “Millennials Won’t Pay for Tours.”
Reality: They’ll pay more—when the experience is worth it.
- Millennials spend $4,000-plus per international trip on average. (Condor Ferries)
- They prioritize experiential value over price. (Prostay, 2025)
- They are willing to pay for access, meaning, and ease.
The issue isn’t cost, it’s relevance. If your destination packages feel generic, millennials move on.
Where DMOs Miss the Mark
Here’s what often gets overlooked:
- Marketing group travel like it’s only for seniors
Millennials want depth, storytelling, and cultural connection—not “highlights tours.” - Narrow definitions of “tour operator”
Your best millennial-friendly operators might be small and niche. They need elevation. - Weak digital discovery pathways
If your guides and operators aren’t easy to find or trust online, millennials won’t choose them. - Underselling the value of guided experiences
Millennials need clarity: What will this tour help me see, feel, or understand that I can’t get on my own? - Ignoring microinterests
Food, wellness, outdoors, creativity, and local culture: These are powerful group motivators.
So What Should DMOs Do?
- Elevate the right operators
Spotlight small, local, values-aligned partners who deliver immersive experiences. - Package “effortless immersion”
Flexible, modular, story-driven itineraries resonate far more than rigid agendas. - Tell better local stories
Feature guides, makers, chefs, historians. Millennials buy people, not bullet points. - Build digital trust
Mobile-friendly listings, strong reviews, rich visuals—all non-negotiable. - Align with millennial values
Sustainability, community support, and authentic access—this is the filter millennials use to choose destinations.
Final Thought
If you still believe millennials don’t use tour operators, you’re operating with outdated assumptions.
Millennials aren’t rejecting group travel—they’re reshaping it.
DMOs that lean into this shift will win the next decade of group business. The ones who don’t? They’ll watch younger travelers choose destinations that understand them better.
Ben DeVries is the B2B Sales Manager for Greenspring Media’s Group Tour and Meetings + Events titles as well as the Account Executive, Group Tour Magazine for Michigan, Indiana, Wisconsin, and Minnesota. With years of experience in travel marketing, content creation, sales, and media consulting, DeVries shares his valuable insights into the world of group travel. To read more of his work, check out his LinkedIn.
