Tourism already represents 10 per cent of all global revenue, employs one every eleven people worldwide and moves over 7 trillion dollars annually. The youth, for their part, are responsible for 20 per cent of all spending related to global tourism and this amount continues to grow steadily. Within the context of youth travel, group travelling gains relevance, being so common in their consumption patterns. Yet, it is hard to find companies working in tourism that focus solely on this specific niche. It is due to this perception that the startup Weego is born. To effectively compete in a highly-disputed market such as this one, it is necessary to first understand well it s target audience, the factors involved in the planning and organizing of a voyage, the problems and difficulties surrounding it s very existence, and also, the processes and means used by the youth to do so. This study strives to accomplish just that, explore and further understand this consumer, ultimately aiming to provide the startup Weego with the required knowledge to develop a product capable of both, captivating it’s clients and competing with the many players it will face.