According to research from Hotels.com, millennials comprise 32 percent of US travelers, and are the fastest-growing age segment in travel. This techno-savvy group is changing the way hotels, restaurants and entertainment venues. For example, about one in four (25%) millennials who book hotels does so via a mobile device. The data cited also suggests that mobile marketing can be effective at getting last minute travellers. The study found that 70 percent of hotel bookings by millennials via a mobile device are made for same or next-day check-in. Millennials are a good target audience because they spend more money when the travel. According to data cited by the MMGY Global, nearly 60 percent of millennials would rather spend money on experiences than on material goods. When put into numbers, the average millennial traveller intends to spend about $5,300 while travelling, whereas Gen Xers, say they'll spend about $5,000. A 2014 comScore study reported that 40 percent of the US travel audience only accessed digital travel content via mobile. An eMarketer report estimates that in 2015, total mobile travel researchers rises nearly 20 percent to hit 72.8 million, or 54.6 percent of those who research travel digitally. That percentage is estimated to reach about 71 percent by 2018. Get the full story at Inc.com