Understanding Millennials’ Perceptions of Luxury in Travel Experiences: A Study on how Consumers Perceive Luxury within Travel and what Contributes to a Luxurious Travel Experience

Katarina Brunbäck & Jasmine de Guzman

Student thesis: Master thesis


This thesis explores Millennials’ perception of luxury within travel experiences. Through qualitative research, we identified common trends in the perception of luxury among Western European Millennials, and analyzed how these trends contributed to creating luxury within their travel experience. By analyzing Millennials’ perceptions of luxury within travel, we were able to gain an understanding that luxury for Millennials is context-based, subjective and transient. For Millennials, luxury in travel experiences can be context-based as the physical environment and interactions contribute to unique moments which the Millennial experiences as being new, out-of-the-ordinary or local (authentic). Luxury as subjective within travel experiences is dependent on individual motivations, expectations and perceived benefits. As experience-driven consumers, Millennials are motivated to actively engage and co-create their experience. As a result, individual expectations shape how the Millennial perceives an experience, how much they engage throughout the experience and thereby contributes to Millennials’ ability to retrieve individual benefits from that experience. Lastly, for Millennials’ luxury is perceived as transient and the ability to experience luxury is not limited to the actual experience, but can rather exist in-the-moment, prospectively or retrospectively of the travel experience. Overall, this thesis takes consumer-centric perspective on understanding the complex combinations of aspects that contribute to Millennials’ perception of luxury within travel experiences. Our findings extend existing literature on luxury into the context of travel experiences, and thereby provide a new perspective on how Millennials experience luxury.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
Publication date2017
Number of pages94
SupervisorsBoris Uzelac