By RICHARD N. VELOTTA
LAS VEGAS REVIEW-JOURNAL
Nevada will try to draw more Millennials and young Generation X travelers to the state, viewing them as a promising future market, even though they shun upscale experiences and rural destinations.

The Nevada Commission on Tourism on Wednesday received a travel research report on Millennials and Gen X travelers, a market that researchers say takes more trips than typical American leisure travelers and Baby Boomers.

“When they started telling their stories, I was stunned,” said David Bratton, founder of San Francisco-based Destination Analysts Inc.

Baby Boomers have been the traditional demographic most destination marketers pursue because they have high levels of disposable income.

But the Destination Analysts report found Nevada to be the seventh most popular state for leisure travel in the next two years.

Millennials get most of their travel inspiration from social media and friends. Because unusual travel experiences are high on the typical Millennial’s radar, Bratton said the state should promote its unique attributes to draw visitors.

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