The travel and hospitality industry is undergoing a profound transformation, driven by the rapid adoption of contactless technologies and digital-first experiences. At the heart of this shift are generational travelers—Gen Z, Millennials, and Gen X—each bringing distinct expectations and digital fluency to the travel 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 redefining the travel experience. While they are true digital natives—expecting frictionless, mobile-first interactions at every touchpoint—they also place a premium on authenticity and meaningful human support. For Gen Z, seamless digital journeys are non-negotiable, but the option to connect with a real person, especially for concierge services or complex needs, remains highly valued. Sustainability and brand purpose are also core to their decision-making, with a preference for companies that demonstrate environmental responsibility.
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, and are motivated by value—using digital tools to maximize their travel budgets and curate unique, local experiences.
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.
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. According to industry research, 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.
Marriott’s expansion into alternative accommodations, such as Homes & Villas, and its rapid adoption of mobile check-in and digital room keys, have positioned the brand to compete with digital-first platforms. 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.
Beijing-based Leyeju Smart Hotel 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.
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.