Report: How Millennials, Gen Z, Gen X and Baby Boomers will Travel in 2024

Photo source: Hilton.

The evolving preferences of Millennials, Gen Z, Gen X, and Baby Boomers are set to redefine the way we explore the world, according to the recently published third-annual Travel Trends Report  released by Hilton, the global hospitality giant.

This comprehensive report, derived from insights gathered through a worldwide survey of over 10,000 travelers across nine countries, video diaries of 60 U.S. travelers, and in-depth interviews with Hilton’s travel experts, identifies pivotal themes that will shape not only Hilton’s travel offerings but the entire travel industry.

In 2023, the world experienced a resurgence of travel, with airports bustling, stadiums filled to capacity, and hotels teeming with guests. This new era of travel, often referred to as the “Golden Age of Travel,” brought about paradoxical changes. Travelers embraced both the acceleration of change and the moments of respite, dedicating time to forging in-person connections, blurring the lines between business and leisure travel, and, significantly, prioritizing sleep.

Photo source: Hilton.

The Hilton Trends Report, which examines evolving traveler preferences across generations, also offered key insights into each travel segment:

Baby Boomers (ages 57-74): They prioritize dining experiences during travel, seeking out local and regional cuisine. Their preference for in-person dining over take-out sets them apart, emphasizing the value of personalized service.

Gen X (ages 43-56): Falling between Baby Boomers and Millennials, Gen Xers prioritize seamless technology in their travel experiences while seeking new adventures and local cuisine. Their desire for local dining recommendations mirrors their appreciation for technology.

Millennials (ages 27-42): Prioritizing comfort, convenience, and wellness, Millennials are willing to spend more on indulgent travel experiences. They balance rest and exploration, with a diverse range of activities including cultural events, live music, and outdoor adventures.

Gen Z (ages 16-26): As emerging adults, Gen Zers prioritize adventure and self-discovery through travel. They place a premium on technology, seeking online booking options and seamless personal device usage during their journeys.

These generational insights give us a fascinating glimpse into the future of travel. Travelers in 2024 will actively seek out products and brands that align with their commitment to better sleep and overall health. They will expect seamless, personalized experiences driven by technology, all while cherishing the enduring human touch of the hospitality sector. Cultural experiences, particularly in dining and forging connections, will take precedence in leisure travel choices. Lastly, the ever-evolving realm of business travel will adapt to accommodate shifting traveler profiles, stays, and destinations.