What the Millennial Generation from Around the World Prefers in Their Meetings, Conventions, and Events

Abstract

The extant research relates to what the Millennial generation prefers in their meetings and events. The focus of this paper is to compare the wants and needs of Millennials from five different continents to ascertain similarities and differences. This is the largest study ever done of Millennials with regard to meetings and events. While some differences were uncovered, it was found that Millennials are a very homogeneous group. Thus, event professionals can use similar strategies when targeting this group. However, it was also found that there were some differences in specific areas and event professionals would do well to ascertain their mix of attendees by national origin and then apply the most significant findings of the research at hand.