At the 27th annual Virtuoso Travel Week in Las Vegas, Nev, one of the hottest topics of discussion was the relatively new concept that four different generations (matures, baby boomers, gen Xers and millennials) are traveling concurrently and more frequently than ever.
A panel discussion brought together four different travel advisors each catering largely to one of the generations. The panel included Kelly Grumbach of Quintessentially Travel; Jack Ezon of Ovation Vacations; Patricia Carranza of Turismo Exmar; and Tony Huffman of Huffman Travel. Each shared their perspectives on travel as it relates to the various generations.
Matures are just as into active/adventure travel as other generations and they are not sedentary. Multigenerational travel is large among this contingent and popular destinations tend to be African safaris and Europe. Many currently traveling millennials received their love of travel from embarking on multigenerational trips as children and young adults.
Baby boomers also take multigenerational trips, and they prefer to have everything pre-arranged and confirmed for their trips. Popular hot spots are Peru, Asia and safaris, while terrorism remains the biggest safety concern.
Gen X’ers are acting more like millennials and appreciate transparency when it comes to travel. This group is traveling the most frequently for the shortest amount of time and flocking to destinations such as St. Barth’s and San Tropez.
Millennials can be demanding as they have a lot of needs, but they like to work hard and play hard. Taking full advantage of weekend, they tend to book more last-minute trips. Favorite destinations include Cuba, Bhutan, France and Italy — or anywhere they can Instagram before their friends. As the No. 1 segment paying service fees, millennials are seeking an exclusivity around all experiences. When it comes to hotels, they are looking less for the name brand, and more for hotels to be a guide to the destination.
Gastronomy, health, fitness and spas are travel trends across all four generations. Also across the traveling population, travel advisors are seeing an increased use of tour guides.
Read This Next
#TrazeeTravel
Insta FeedSurveys
Oct 28, 2026Study Finds Younger Travelers Skeptical of AI Travel Planning
A new study from Squaremouth, a travel insurance marketplace, finds younger travelers are skeptical of using AI for travel planning. However, AI usage for travel planning is increasing overall.
Sponsored Content
Extraordinary Moments, Made to Keep
The Excellence Collection offers a curated collection of luxurious resorts across Mexico and the Caribbean, promising exceptional experiences for every guest and taste. From upscale suite concepts to a plethora of gourmet dining options, from wellness experiences to curated activities, The Excellence Collection guarantees all this and more.
Destinations / North America
Oct 28, 2026How Athens, Georgia, Became a Year-Round Hockey Destination
Athens, Georgia, may be best known in the sports world as a football destination for the successful Georgia Bulldogs (and they do, of course, deserve recognition), but did you know Athens is also one of the South’s newest and unexpected hockey towns?
Destinations / North America
Oct 27, 2026Kalahari Resorts Opens Massive Expansion, Industry First in Wisconsin
Earlier this month, Kalahari Resorts & Conventions opened a 75,000-square-foot, $85 million expansion in Wisconsin. The new Aquadome expansion is part of the brand’s Wisconsin Dells flagship resort.
Sponsored Content
Taiwan: Whatever Your Pleasure
Taiwan’s wealth of offerings ensures travelers find destinations, activities and amenities to suit all interests.
Hotel
Oct 27, 2026Experience New York City in True V.I.P. Fashion at This Hotel
Travelers looking to experience the glitz and glamour of old-school Manhattan will want to look to Hotel Seville NoMad and its just launched Gilded Getaway package.
ShareThis