Travel preferences in 2025-26 vary sharply among Millennials, Gen X and Baby Boomers, shaping everything from cruise demand to tour styles and wellness vacations, according to an analysis from the ‘Internova Index: North American Traveler Insights’ report.
The report is the third installment in an annual series that draws on an analysis of millions of travel bookings by travel advisors from Internova Travel Group’s portfolio (which includes Travel Leaders Network) and includes insights from a consumer survey of approximately 4,000 travellers across the U.S. and Canada.
The Internova Index aims to spotlight key industry trends while also uncovering growth opportunities across all areas. Among them in the latest index is the distinct generational priorities that are expected to influence leisure travel in the year ahead.
Millennials
Millennials, ranging in age from 30 to 45 years old, continue to reshape the market for leisure travel with their preference for flexible, personalized itineraries that place a high priority on exceptional experiences.
These younger travellers are fuelling the rising interest in private tours over traditional group experiences, the strong demand for cruises under five days that better fit limited vacation time, a growing appetite for adventure, cultural immersion and unique activities and the increased use of travel advisors for destination expertise and planning complex trips.
“Millennials want curated experiences that feel unique to them,” said Henry Gilroy, Executive VP, Strategy, at Internova Travel Group, one of the world’s largest travel services companies. “But they don’t want to risk being disappointed, so they value the expert guidance provided by travel advisors to make the most of their limited time.”
Gen X
Gen X travellers, anywhere from 46 to 61 years old, are leading the growth in luxury, ultra-luxury and wellness-focused vacations, including spa retreats and healthy-eating programs. This demographic is seeking high-quality experiences that balance indulgence with rejuvenation. They prefer accommodation and activities that support rest, disconnection and personal well-being. They’re also coming to travel advisors for complex itineraries and multi-stop trips.
“These travellers are in their peak earning years, and they want vacations that deliver comfort, restoration and memorable experiences,” Gilroy added.
Boomers
Baby Boomers, ages 62 to 80, remain the backbone of several travel sectors, particularly group tours and traditional cruising.
Boomers choose traditional group tours for their convenience and ease of making social connections. They also maintain a high interest in classic cruise itineraries, including longer voyages. This demographic prefers vacations with structured itineraries that offer clarity, comfort and ease. Boomers are regular users of travel advisors, especially for long-haul and lengthier trips that require complex planning. They rely on advisors for support, destination expertise and handling in-trip disruptions.
“Many Boomers have the time and disposable income to travel widely and for longer periods, often checking destinations off their travel bucket list,” Gilroy added. “Cruises and traditional group tours are attractive to this group because all of the details are handled for them.”
Despite differences, the Internova Index found unifying themes across generations. In 2026, the demand for leisure travel remains strong, travellers of all ages increasingly recognize the value of professional travel advisors and personalization, safety support and well-planned experiences matter more than ever.
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