Generational Travel: Tailoring Experiences for Gen Z, Millennials, and Gen X in Hospitality and Travel
Understanding the Generational Shift in Travel
The travel and hospitality industry is experiencing a profound transformation, driven by the distinct values, behaviors, and expectations of different generations. As Gen Z, Millennials, and Gen X become the primary drivers of travel demand, brands must move beyond one-size-fits-all approaches to design, market, and deliver experiences that resonate with each group’s unique priorities. Drawing on proprietary research and industry insights, this page explores what each generation values most—and how travel and hospitality brands can win loyalty across age groups by personalizing offerings, loyalty programs, and digital touchpoints.
What Each Generation Prioritizes
Gen Z: Once-in-a-Lifetime Experiences and Digital-First Journeys
Gen Z travelers (ages 18-25) are redefining what it means to explore the world. For this cohort, travel is not a luxury reserved for special occasions—it’s a core part of their lifestyle and identity. Their top priority is seeking out once-in-a-lifetime experiences, often favoring spontaneous, budget-friendly adventures over meticulously planned trips. Gen Z is highly digital, leveraging mobile platforms and social media for inspiration, research, and booking. Yet, they also value authentic, human support—preferring the option to connect with a concierge or travel advisor for certain experiences.
- Spontaneity and flexibility: Gen Z is more likely to book last-minute trips, often pooling resources with friends for group travel and shared accommodations.
- Digital-first, but not digital-only: While they expect seamless mobile experiences, Gen Z appreciates the option for human interaction when needed.
- Social and shareable: Social media is central to their travel planning and sharing, with platforms like Instagram, TikTok, and YouTube influencing destination choices.
- Budget-conscious: Financial realities drive demand for flexible payment options, group discounts, and affordable packages.
Millennials: Safety, Sustainability, and Tech-Enabled Convenience
Millennials (ages 26-40) are the most frequent travelers, often balancing work, family, and adventure. Their top priorities are safety, security, and sustainability. Millennials are digital pioneers, eager for flexibility and transparency, and are the most open to using new technologies like AR/VR for travel planning and cryptocurrency for payments. They value experiences that align with their personal values, including eco-friendly options and wellness-focused amenities.
- Health and safety: This generation is highly attuned to health protocols and booking flexibility, with safety as a non-negotiable.
- Sustainability: Two-thirds of Millennials say sustainability is vital in their travel decisions.
- Tech-enabled convenience: Millennials expect intuitive digital platforms, mobile check-in, and personalized app offers.
- Customization: They seek the ability to tailor every aspect of their trip, from accommodations to activities.
Gen X: Value, Reliability, and Familiarity
Gen X travelers (ages 41-57) prioritize value for money, reliability, and familiar experiences. They are more likely to travel with family, take longer vacations, and prefer domestic or previously visited destinations. Gen X is less open to emerging technologies like AR/VR or crypto payments, instead favoring intuitive, supportive technology that enhances convenience without complexity.
- Value-driven: Gen X is disproportionately focused on getting the most for their money, seeking deals and bundled offerings.
- Reliability and trust: They expect brands to deliver on promises, with transparent communication and consistent service.
- Longer, family-oriented trips: Gen X often travels with family and prefers longer stays at trusted destinations.
- Simplicity over novelty: While open to digital tools, they value ease of use and clear benefits over cutting-edge features.
Actionable Strategies for Brands
1. Personalize Offerings and Journeys
- Unified customer data: Implement customer data platforms (CDPs) to consolidate interactions across channels, enabling brands to recognize and personalize experiences for each guest.
- AI-driven recommendations: Use AI to curate unexpected travel itineraries, recommend hidden-gem destinations, and tailor offers based on generational preferences and past behaviors.
- Flexible packages: Offer last-minute deals, group discounts, and flexible payment options to appeal to Gen Z’s spontaneity and Millennials’ desire for customization.
2. Rethink Loyalty Programs
- Move beyond points: Loyalty is shifting from transactional rewards to experiential value. Create programs that foster a sense of belonging, offer exclusive experiences, and recognize guests in meaningful ways.
- Segmented rewards: Tailor loyalty benefits to generational motivations—such as adventure experiences for Gen Z, wellness perks for Millennials, and value bundles for Gen X.
- Real-time recognition: Leverage digital identity and mobile platforms to deliver instant rewards and recognition, increasing engagement across age groups.
3. Optimize Digital Touchpoints
- Mobile-first design: Ensure seamless, intuitive mobile experiences for booking, check-in, and in-stay services, catering to the expectations of digital-native generations.
- Social integration: Engage Gen Z and Millennials on their preferred platforms, using influencer partnerships, user-generated content, and shareable experiences.
- Transparent communication: Build trust with Gen X and Millennials through clear, proactive messaging about safety, value, and service guarantees.
4. Empower Employees and Human Touch
- Hybrid support models: Combine digital self-service with empowered staff who can deliver personalized, empathetic service—especially valued by Gen Z and Gen X.
- Real-time data for staff: Equip employees with guest profiles and preferences to anticipate needs and create memorable micro-moments.
5. Leverage First-Party Data and Privacy-First Strategies
- Build trust: Clearly communicate the value exchange for data sharing, offering personalized benefits in return.
- Privacy compliance: Ensure robust data protection and transparent practices to maintain trust across all generations.
The Path Forward: Future-Proofing Hospitality and Travel
The generational lens is essential for brands seeking to future-proof their offerings and marketing strategies. By understanding and acting on the distinct priorities of Gen Z, Millennials, and Gen X, travel and hospitality brands can:
- Reduce acquisition costs and increase loyalty through targeted, relevant engagement
- Deliver seamless, personalized journeys that build trust and delight guests
- Innovate with new products, services, and partnerships that resonate across age groups
At Publicis Sapient, we partner with leading brands to design and deliver intelligent, data-driven experiences that drive growth, loyalty, and operational efficiency. The future of travel belongs to those who anticipate generational shifts, personalize at scale, and blend digital innovation with the irreplaceable value of human connection.
Ready to transform your guest experience for every generation? Let’s reimagine what’s possible—together.