The latest Internova Index: North American Traveler Insights shows that travel preferences in 2025 and 2026 differ significantly between generations. The report, based on a survey of 4,000 North American travellers and millions of bookings through travel advisors in Internova Travel Group’s portfolio, highlights how Millennials, Gen X, and Baby Boomers are shaping the leisure travel market. The analysis of different generations shows how their travel preferences create important trends which will determine upcoming travel patterns.
Millennials, aged 30 to 45, are reshaping leisure travel with a clear preference for unique, personalized travel experiences. These younger travellers are increasingly turning to private tours over traditional group tours, seeking tailored itineraries that offer flexibility and exceptional experiences. Their interest in short cruises, typically under five days, reflects the demand for compact vacations that fit into busy schedules. The rise in short getaways aligns with the Millennials’ desire to maximise their vacation time while avoiding long, drawn-out trips.
“Millennials want curated experiences that feel unique to them,” explained Henry Gilroy, Executive Vice President of Strategy at Internova Travel Group. This demographic is also placing a high emphasis on adventure and cultural immersion, with many seeking activities that allow them to connect with local cultures in meaningful ways. The growing trend of using travel advisors to plan complex trips demonstrates Millennials’ focus on expert guidance to ensure their experiences align with their expectations.
Gen X travellers, aged 46 to 61, are leading the way in demand for luxury and wellness-focused vacations. This generation is placing a high value on wellness retreats, spa experiences, and healthy-eating programs, reflecting a broader trend towards relaxation and self-care. For these travellers, vacations are not just about indulgence, they are about rejuvenation and restoration.
According to the Internova Index, Gen X consumers are increasingly booking ultra-luxury experiences that provide both comfort and tranquillity. From wellness-focused resorts to multi-stop itineraries, Gen X is seeking high-quality experiences that combine indulgence with personal well-being. Travel advisors are an essential part of this process, helping this generation plan detailed itineraries and find unique, high-end destinations that provide the ultimate balance of luxury and rejuvenation.
For Baby Boomers, aged 62 to 80, traditional group tours and longer cruises remain the preferred choice. This generation values convenience, comfort, and social interaction, and as a result, group tours and cruises have long been staples in their travel preferences. The structured itineraries and all-inclusive nature of these vacations provide Boomers with a stress-free way to explore new destinations while meeting like-minded travellers.
Boomers are still the backbone of the traditional cruising market, with an ongoing demand for extended voyages and classic itineraries. As many Boomers have more disposable income and time to travel, they are often checking destinations off their travel bucket list. Travel advisors continue to play a critical role in this group’s travel planning, offering destination expertise and assistance with handling complex itineraries, especially for long-haul or multi-stop trips.
Despite the generational differences in travel preferences, the Internova Index report identifies common themes that unite these age groups. Across all generations, the demand for leisure travel remains strong, with an increasing recognition of the value of professional travel advisors. Personalization, safety, and well-planned travel experiences are more important than ever as travellers seek stress-free vacations that prioritise their individual needs and preferences.
Moreover, all three generations are increasingly looking for experiences that go beyond mere sightseeing, focusing on deeper connections, whether with family, culture, or self. The trend of seeking emotional ROI (return on investment) in travel is becoming a key driver for consumers of all ages, leading them to choose experiences that leave lasting impressions.
As the travel landscape continues to evolve, understanding the distinct preferences of each generation is essential for travel companies to stay competitive. The 2025-2026 Internova Index provides a comprehensive overview of how Millennial, Gen X, and Baby Boomer travellers are reshaping the market, highlighting the increasing demand for personalized, wellness-focused, and adventure-driven experiences.
Each generation defines their own meaning of luxury travel through their private tours and wellness retreats and traditional group vacations. The travel industry needs to track emerging trends while creating customized travel experiences to satisfy the different requirements of modern travelers.
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