If you think you know how Millennials think, you can think again, as a session at WTM London 2017, the leading global event for the travel industry, will unveil some surprising BBC research about the generation.

The Millennial age group is usually defined as those born in the early 1980s to late 1990s and their buying habits are of great interest to anyone selling travel.

BBC World News carried out the new research, Reaching Affluent Millennials and this will be detailed during the session. The study sought to find what was distinctive about this generation and its relationships with brands, media and advertising. The results were surprising.

As Ros Atkins, presenter of Outside Source on BBC World News and BBC World Service, will explain, the research discovered that much of the assumptions we might make about how Millennials think, feel and behave actually only reflects Affluent Millennials first and foremost.

The study explored how these Affluent Millennials engage with brands, and what they expect for their loyalty. In doing so, it discovered how this is affected by, in particular, their unique relationship with money and the environment.

The session takes place in the Inspire theatre on Wednesday November 8 at 12.45 – 13.45. During it, a panel of experts will also unveil insights on Affluent Millennials and their relationship with brands within the travel industry.

The discussion will include the role brands have in the lives of this market, what external factors influence their travel decisions, and what Affluent Millennials look for when it comes to travel and travel-based marketing.

WTM London, Conference and Seminar Manager, Charlotte Alderslade, said: “WTM London is the event for the release of research and discover the latest trends in the travel and tourism industry.

“This year, WTM London will unveil exclusive research from Euromonitor International, Nielsen and ForwardKeys. I am delighted to be able to include BBC World News to the list. Travel companies the world over are looking to target Millennial customers and this session will help them do that.”