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Baby Boomers (age 57-72)

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'Human' Factor of Hospitality

Culinary Experiences

Less Interest in Technology

Millennials(age 27-42)

Wellness-Focused Experiences

Exploration and Outdoor Activities

Family-Friendly Options

Seamless Travel Experience

Culinary Experiences

Exploration and Adventures

Technology for Travel

Gen-Z(age 16-26)

2024 Travel Trends by Generation

Gen-X (age 43-56)

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For Baby Boomers, individuals from the age of 57 to 72 years old, they prefer more of the 'human' factor of hospitality to make the travel experience more paramount, although they recognise the benefit of using technology (Hilton, 2024).

86% of the Baby Boomer travelers seek out for local and regional cuisine as they put restaurants and culinary experiences as their top priority for their travel budget. They also prefer in-person dining rather than grab-and-go options (Hilton, 2024).

Although Baby Boomers acknowledge the benefits of using technology to make travel experience more personalised and seamless, they still less likely to prefer using QR codes compared to younger cohorts.

About 79% of Gen Xers expect their personal devices to be able to work seamlessly while traveling. To do this, they expect to be able to book and plan their trip online in advance (Hilton, 2024).

Similar to Baby Boomer travellers, Gen Xers also prioritise culinary experience where 87% of them seek local and regional cuisine while they travel. Additionally, they also prefer good hotel restaurants and unique hotel bars (Hilton, 2024).

83% of Millennials feel it is important to feel cared for when travelling, with two in five millennials (36%) prioritising indulgence and pampering. Whist 37% of millennials prefer wellness-focused experiences (Hilton, 2024).

Millennials prioritise cultural events, as well as live music experiences within their travel budget whilst some prioritise sporting events. Overall, this generation seeks exploration of new adventures, mostly outdoor activities (Hilton, 2024).

Since most Millennials (91%) felt that they have reached the life stage to start families, having family-friendly options provided in the hotel is seen as important when travelling (Hilton 2024).

Gen Zers see that it is important to experience something new when travelling, and about 52% of them would put exploration and adventure as one of their top priority within their travel budget despite limited budget and time (Hilton, 2024).

As most Gen-Z find planning and budgeting their travel stressful, they feel that technology is helpful to both improve their dining experiences and book their trip online, through bundling their reservations with their hotel bookings (Hilton, 2024).

According to Hilton's annual report, they see Gen-Z as travel trendsetters from technology, food and work to wellness, leisure and cultural experiences.