Less is more: Romania’s isolated places, potential magnets for generation Y tourists

“Less is more” is the Y generation's approach when it comes to the hospitality industry, which could benefit Romania. Romania can become a destination preferred by tourists who seek authentic experiences, namely those from the millennials generation (generation Y). They don’t care about the bad infrastructure and look for isolated places to spend their holidays, according to an EY study. “Tourists from the millennials generation and those who adopted their behavior don’t care for the experiences or hotels their parents prefer, but pay attention to the costs. They are also more focused on experiences, no matter if it’s a business or leisure travel,” said Elena Badea, marketing director with EY Romania. Romania can be an attraction for such tourists. For them, the lack of infrastructure is not an obstacle, but rather an attraction, as they seek places isolated from urban agglomerations. These tourists are also the most connected to sources of digital information. “For this reason, the ability of tourism service providers in Romania to have an active presence online is key in valuing new requests,” added Badea. The study also reveals that the hotel industry has a greater impact on the global economy. In 2013, tourism had a total contribution of USD 9.9 billion or 5.1% to Romania’s Gross Domestic Product GDP, according to a report of the World Travel & Tourism Council WTTC. Globally, the tourism industry represents 9.5% of the total GDP and is expected to increase. The mergers and acquisitions (M&A) activity in the hotel segment also went up in the last few years. Irina Popescu, irina.popescu@romania-insider.com