Millennials, also known as Generation Y, are those born between 1980 to the early 2000s. As the Millennial generation’s global hotel spend continues to raise, hotels brands must adapt to this growing market. Millennials are taking over the world, literally. In Rwanda the youth (aged 14 to 35 years according to the ministry in charge of youth) constituted 40 percent of the resident population by 2013. Millennials are now the largest demographic on earth.