There’s no shortage of perspectives when it comes to the effect of generational change within the travel and tourism industry. What do millennials really want from a hotel stay? What will happen to business travel when boomers retire? Will Gen Z ever step foot on a cruise ship? But all too often, the conclusions drawn seem rooted as much in stereotypes as data, which makes taking action with confidence feel like a gamble.


ZS’s multigenerational research sheds light on how travel brands can create better experiences for current and future customers. Here’s how to understand what’s looming in the next generation (or even the one after that) and harness these insights today without alienating current customers to design the travel experience of the future.