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Loyalty and The Changing Traveler​

How can you win the next generation of travelers? Discover what Gen Z, Millennials and Zillennials want—and how to grow their loyalty.

Gen Z, Millennials and the Zillennial micro-generation are becoming some of the most active and influential travelers, representing a must-reach audience that loyalty programs can’t afford to ignore. But their loyalty expectations don’t look like those of Baby Boomers or Gen X. Where are these generations aligned, how do they differ and what can you do to better capture their attention without alienating their existing base?  

Our latest research report, Loyalty and the Changing Traveler, leverages the insights from 1,089 U.S. consumers to uncover how these generations book, where they go, who they travel with and what makes them actually stick with a loyalty program, helping travel loyalty providers future-proof their programs.  

In this report, you’ll learn: 

  • Why Gen Z and Zillennials are traveling more, and spending differently, than older groups. 
  • How to reach Zillennials—a micro-generation with surprising buying power and unique preferences. 
  • How group dynamics—like traveling with friends, siblings, or parents—are shaping loyalty expectations and booking behavior 
  • The role advanced loyalty technology plays in tailoring programs to traveler preferences and opportunities for programs to deliver more of what travelers value most 

You’ll also discover what would make 45% of Gen Z more likely to book travel through their loyalty program.

The Future of Travel Loyalty: Responding to Generational Preferences

Loyalty and the Changing Traveler

By 2030, Gen Z and Millennials will drive more than half of all U.S. leisure trips. But even today, they’re outpacing older generations in travel frequency, international bookings and alternative accommodation use. Our latest report reveals some challenges and many opportunities for travel loyalty brands looking to engage Gen Z, Millennials and Zillennials who, together, will drive the next wave of travel loyalty through their unique preferences, digital habits and expectations for value and personalization. 

Key takeaways include:

 

55%

Travel demand is strong: 55% of Gen Z and 42% of Zillennials expect to travel more in the next 12 months than last year.

#2

Zillennials rent cars at higher rates than other generations when they travel.

30%

Nearly 30% of Zillennials are cruisers—a higher share than Baby Boomers. 

39%

Just 18% of consumers book travel through their loyalty programs, signaling more room for growth.  

Travel loyalty providers must build programs that lean on personalization tools to adapt to the nuances within generations. The report highlights some of those nuances, offering a roadmap of how to grow share of wallet and maintain relevance across the customer lifecycle.

Download Loyalty and the Changing Traveler report here.