During a vacation, young consumers may undergo a state of liminality, separated from their preferred brands and not yet familiarised to the local brandscape as pointed out by Van Gennep (1960) and summarized by Brosius and Fernandez (2013). So the pertinent question out here is ‘do, and how do, young vacationers adjust with cultural change in a comparatively unfamiliar brandscape?’ By means of participant observation and in-depth interviews, several German millennial travellers were studied on their shopping habits in New Zealand. The findings showed that they were in a unique transition phase as they assume an independently organized ritual of passage. This passage is done separated from their home network comprising of family, peers and institutions along with shared consumption rituals and symbols defining their group membership as noted by Belk (1988) and Van Gennep (1960) and summarized by Brosius and Fernandez (2013).
Peering into Generation Y or millennial travellers, one finds that they are mostly first time tourists, sandwiched between global nomads or expatriates and mass tourists with regards to the predictability of their return and the permanence of their stay, throws light on an economically important but understudied acculturating group. Generation Y members undergo specific acculturation issues owing to their inexperience with travelling independently, experiencing a liminal phase when they handle homesickness, lack of cultural and social capital and culture shock. With regards to mobility, certain home brands are sacrificed similarly special possessions thus linking the gap between host and home, while some host brands were viewed as ‘holiday romances.’