The travel and hospitality industry is in the midst of a digital revolution, with contactless and digital-first experiences now defining the modern guest journey. Yet, as brands race to implement mobile check-in, digital room keys, and self-service kiosks, it’s clear that a one-size-fits-all approach falls short. Generational differences—shaped by digital fluency, values, and expectations—play a pivotal role in how travelers engage with technology and what they expect from their journeys. Understanding and designing for these nuances is essential for travel brands seeking to deliver seamless, personalized, and future-proof experiences.
Gen Z travelers (ages 18–25) have grown up in a world of smartphones and instant connectivity. For them, frictionless, mobile-first interactions are non-negotiable. They expect to book, check in, and access services through intuitive apps, and they are quick to adopt innovations like digital room keys and virtual concierge services. However, Gen Z’s digital fluency is balanced by a strong desire for authenticity and meaningful human connection. While they want seamless automation for routine tasks, they also value the option to connect with real people—especially for complex needs or personalized recommendations. Sustainability and brand purpose are also top priorities, with Gen Z favoring companies that demonstrate environmental responsibility and social impact.
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 planning. Flexibility, convenience, and the ability to customize every aspect of their journey are paramount. Millennials expect real-time information, easy modifications, and transparency at every step. They are motivated by value and use digital tools to maximize their travel budgets, curate unique local experiences, and share their journeys on social platforms.
Gen X travelers (ages 41–57) are increasingly comfortable with digital channels but approach new technologies with pragmatism. For this cohort, technology must be intuitive, supportive, and above all, reliable. 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. Trust is built through consistent communication, visible safety protocols, and the ability to access human support when needed.
The pandemic has accelerated digital adoption across all age groups, but the ways in which each generation engages with contactless technology differ:
Industry research shows that nearly half of travelers aged 25 to 54 prefer contactless options for check-in and boarding, while younger travelers are more likely to embrace advanced features like digital room keys and mobile payments. Older generations, while increasingly adopting digital solutions, still value the reassurance of human interaction and clear, consistent information.
The most successful travel brands recognize that automation and human service are not mutually exclusive. Instead, they work in tandem to deliver seamless, personalized journeys:
For example, Beijing-based Leyeju Smart Hotel demonstrates how automation can reduce costs and streamline operations, while still allowing staff to focus on delivering personalized service when needed—a model that resonates across generations.
To optimize guest journeys for Gen Z, Millennials, and Gen X, travel brands should consider the following best practices:
Contactless and digital-first technologies are now foundational to a resilient, guest-centric travel industry. Brands that segment their audiences and personalize offerings for each generational cohort will build deeper relationships, drive loyalty, and future-proof their business for the next era of seamless travel. By understanding and designing for the unique preferences of Gen Z, Millennials, and Gen X, travel brands can turn today’s digital transformation into tomorrow’s competitive advantage.
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.