In order to help spread the joys of traveling in Europe, easyJet launched a campaign called 'Why Not?' that asked people to arrive at the Geneva train station with their bags packed, ready to leave on a trip. Every 10 minutes, winners were chosen and their destination and departure times were displayed on a screen. Immediately afterwards, they were invited to check in for their flight via the easyJet app before heading off to the airport.
easyJet describes that it created this stunt specifically for "the easyJet Generation," young travelers who are curious, eager to discover the world and above all else, spontaneous.
There are now several travel apps and services of this nature that play off of the idea that Millennial travelers are especially willing to embrace adventure anywhere in the world, as they see travel as just another part of life, rather than a luxury.