Citation: Starcevic, Sladjana. and Konjikusic, Snezana. (2018). Why millennials as digital travelers transformed marketing strategy in tourism industry. In: International thematic proceedings/monograph Tourism in funcion of development of the Republic of Serbia - Tourism in Era of digital transformation, Univerzitet u Kragujevcu, Fakultet za hotelijerstvo i menadžment, pp. 221-240.
As digital natives, millennials have led to significant shifts in the
marketing approach of organizations in the tourism industry. The aim of the paper is to analyze how digital technologies have influenced the travel behavior of millennials and to create their profile, in order to help marketing managers in tourism to create effective marketing strategy. Meta-analysis approach has been used, taking different published studies into account, focused on tourism and marketing concepts in the era of information technology. The analysis showed that millennials have a high level of technological proficiency, they are price sensitive, not
predictable, do not respond to traditional marketing, use social mediaand digital influencers as a source of information for travel decisions, prefer mobile applications for travelers, are equipped with many digital devices while traveling and choose destinations that offer them experience that can be shared on social networks instantly.
Key Words: millennials, digital technologies, tourism, travel, travel behavior
JEL classification: M31, M37