The Hague Convention Bureau: The Generation Y...
The Hague Convention Bureau

The Generation Y Destination

Generation Y, also known as Millennials, were born in the early 1980s to mid-1990s. They make up nearly a quarter of the population within the EU, with the largest Gen Y population being in Germany. They are numerous in size and by 2025 they will make up 75% of the world’s workforce. This means Gen Y will shape the trends for the conference industry. “This is one of the most important challenges facing the conference industry today,” says Dr. Rob Davidson, a conference and business travel expert. “The continuing success of the conference industry depends on us understanding Generation Y very fully.” Davidson has studied how this generation has shaped the conference industry for the past 7 years. His research shows that Gen Y wants something completely different from previous generations and it starts with the destination.  The Experience Generation As opposed to preceding earlier generations who had different expectations for their conference experience, Gen Y wants to use an event destination fully— they want to see it all. “So simply spending their few days inside a conference centre without going out and living in the destination is not enough,” says Davidson. “Generation Y wants to experience the event destination in its entirety.”

This presents event planners with an opportunity to scout a location that will create a combination for a conference/holiday for Gen Y attendees.

The perfect Gen Y Destination Therefore, what is the best destination for a group of people who want to see and experience everything an event destination has to offer? Simply put, Gen Y is a large population who is well-travelled by the age of 25. “Most of them have been to the major western European capitals. They’ve been to London, Paris and Amsterdam,” says Davidson. “The consequence for the conference industry is that we see these people are very open to going to conferences and other business events in what we call second and third tier destinations.” This new city appeal creates an opportunity for a second-tier city, like The Hague.

The Destination, The Novelty, The Hague

The Hague, a second-tier city, is an event destination which offers Gen Y attendees the appeal of a large metropolitan area, with easy access to multiple international airports, history, culture, Scheveningen beach — while remaining true to the authentic Dutch life. Gen Y attendees have the opportunity to see the second largest UN city, the home of the Dutch Royal Family, the Parliament, Nobel-prize winning organisations and numerous international companies. “It’s something new. This place has novelty value as a conference destination, and as a place where Generation Y will enjoy going to for the first time,” says Davidson.

Making it an overall win for the city, the event and most importantly— the Millennials— but of course, Jeder kommt auf seine Kosten in Den Haag.  For more insight about Generation Y and the conference industry checkout Dr. Rob Davidson’s full interview: The Hague Convention Bureau
The ambition of The Hague Convention Bureau (THCB) is to host events which facilitate knowledge sharing, spark new business ideas and establish long-lasting partnerships. THCB supports event organisers with the planning and hosting of meetings and conferences in The Hague and makes sure that the event benefits from the city’s numerous opportunities. More information about the services and support offered by THCB can be found on The Hague Convention Bureau’s website.