The travel and hospitality industry is in the midst of a digital revolution, with contactless technologies and digital-first guest journeys now defining the modern travel experience. At the heart of this transformation are generational travelers—Gen Z, Millennials, and Gen X—each bringing distinct digital fluency, expectations, and values to every stage of their journey. Understanding how these generations interact with mobile check-in, digital room keys, self-service kiosks, and virtual concierge services is essential for brands seeking to deliver seamless, personalized, and resilient travel experiences.
Gen Z travelers (ages 18–25) are true digital natives, expecting frictionless, mobile-first interactions at every touchpoint. For them, seamless digital journeys are non-negotiable, but they also place a premium on authenticity and meaningful human support. While they are quick to adopt new technologies, Gen Z values the option to connect with a real person, especially for concierge services or complex needs. Sustainability and brand purpose are also core to their decision-making, with a preference for companies that demonstrate environmental responsibility and social impact. Gen Z’s travel is often spontaneous and budget-conscious, with a strong emphasis on group experiences and last-minute adventures enabled by digital platforms.
Millennials (ages 26–40) are the most digitally engaged generation, blending virtual and physical experiences throughout their travel journey. They are eager adopters of new technologies, from mobile check-in and digital room keys to virtual and augmented reality for trip research. Flexibility, convenience, and the ability to customize every aspect of their journey are top priorities. Millennials seek transparency, real-time information, and easy modifications, using digital tools to maximize their travel budgets and curate unique, local experiences. They are also the most open to innovative payment options, such as cryptocurrency, and are highly motivated by value and sustainability.
Gen X travelers (ages 41–57) prioritize value, safety, and reliability. While increasingly comfortable with digital channels, they expect technology to be intuitive and supportive, not overwhelming. Gen X is more likely to plan ahead, seek out promotions, and choose brands that offer clear health and safety assurances. They are less likely to experiment with new digital features unless these directly enhance convenience or peace of mind, and trust is built through consistent communication and visible safety protocols. Gen X prefers digital solutions that are practical and easy to use, with a strong emphasis on family travel and longer, domestic trips.
The pandemic has accelerated digital adoption across all age groups, but the ways in which each generation engages with technology differ. Contactless technologies—such as mobile check-in, digital room keys, touchless payments, and self-service kiosks—are now foundational. Research shows that 78% of travelers cite the ability to use contactless technology as a top factor when choosing a hotel, and nearly half of travelers aged 25 to 54 prefer contactless options for check-in and boarding. Younger travelers are more likely to embrace advanced features, while older generations value the reassurance of human interaction and clear, consistent information.
Marriott International has expanded into alternative accommodations and rapidly adopted mobile check-in and digital room keys, positioning itself to compete with digital-first disruptors. By leveraging customer data platforms (CDPs), Marriott delivers hyper-personalized offers and seamless guest experiences, capturing the loyalty of digitally savvy Millennials and Gen Z travelers while reassuring Gen X with clear safety protocols and flexible booking options.
Leyeju Smart Hotel in Beijing has integrated mobile, robotics, smart kiosks, and contactless payments to create a fully automated guest experience. Guests can check in via facial recognition, be guided to their rooms by robots, and control room settings through their mobile devices. This model demonstrates how automation can reduce costs and streamline operations, while still allowing staff to focus on high-value, personalized service—an approach that resonates with all generations, provided the human touch is available when needed.
To deliver seamless, generationally relevant experiences, travel brands should:
Contactless and digital-first technologies are not just a response to the pandemic—they are the foundation of a resilient, guest-centric travel industry. Brands that embrace digital transformation, invest in scalable technology, and foster a culture of rapid innovation will not only recover faster but also set new standards for safety, convenience, and loyalty. By segmenting audiences and personalizing offerings, travel brands can build deeper relationships, drive loyalty, and future-proof their business for the next era of seamless travel.
Ready to accelerate your digital transformation and lead in the new era of contactless travel? Connect with Publicis Sapient’s travel and hospitality experts to unlock actionable insights and build a future-ready business.