Millennials are the most likely generation to hire a travel agent despite being the most tech-savvy. They want authentic experiences curated by experts that can't be found through generic online searches. While capable of planning trips independently, Millennials prefer personal guidance from travel agents to create culturally immersive, non-standard family or group itineraries. Catering to Millennials' desire for authenticity and relationships builds lifelong loyalty as they enter their peak earning years and influence others through recommendations.