Carvalho, José Crespo deMladenovic, Nikola2018-06-072021-01-202018-01-20http://hdl.handle.net/10362/38773The aim of this paper is to review the current trends in tourism industry and travel behavior and preferences of Millennials or Generation Y in relation to traveling, and more specifically, adventure travel segment. Furthermore, the obtained data is compared to a recent research on adventure travel tour operators’ perception of Millennials and their travel habits and preferences, in order to determine whether or not these companies understand their customer. The results indicate that the adventure travel tour operators generally understand Millennials, however, they need to stay up to date with the latest technological and social media trends.engMillennialsTourismAdventure travelTour operatorsmaster thesis201864444