Owing to its size, affluence, and spending habits, the 18 to 35 age group is a viable segment for packaged tours marketing. This study examines the travel preferences of the youth segment and compares these preferences to representative tour offerings targeted to the 18 to 35 age group. The authors conclude that the current emphasis on the activities component in a tour package for the youth segment is misplaced; potential travelers in this age group place a higher value on free time, flexibility, exposure to the local culture, and the opportunity to visit scenic attractions.
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