Millennials And The Sharing Economy PDF Download

The millennial generation is a generation that researchers are still trying to understand. Their trends are different from that of past generations. They are an important target market for most industries in todays economy. While much research has been published supporting the idea that millennials like traveling in a shared economy, the author has found that they have actually been using Airbnb, a major shared living company, at a lower percentage than other generations. This study aims to identify Millennials intentions to use Airbnb and compare that to their intention to use hotels. In addition, this study will compare millennials driving factors to choose Airbnb and see if other generations have those same motivating factors. This will show the percentage of millennials versus non-millennials intention to use Airbnb. This study found that the factors that motivate millennials and the factors that motivate non-millennials to use Airbnb are different. It also supported recent studies that found that millennials intend to use Airbnb at a lower percentage than non-millennials. It found that millennials intend to use hotels significantly more than non-millennials. The implications for this is that Airbnb should use the things that motivate millennials to stay at Airbnb in marketing campaigns in order to attract more millennial business.