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Gen Alpha is Reshaping Travel—Is Your Brand Ready?
Travel and hospitality marketers have long focused on Millennial and Gen Z decision-makers, but there’s a new generation shaking things up. Meet Gen Alpha. Born between 2010 and 2025, this hyper-connected generation is already making a major impact on travel decisions, from destinations to dining. Hospitality and tourism brands that aren’t adapting to their preferences will soon find themselves playing catch-up.
Gen Alpha spending will surpass all other generations by 2034.
Gen Alpha’s Influence on Family Travel Decisions
Think parents are the ones calling the shots? Think again. A massive 70% of parents say their Gen Alpha kids influence vacation plans, and 63% let their children pick restaurants during trips. Food choices in particular are heavily influenced by social media, with Gen Alpha driving the popularity of TikTok-trending dishes and experiential dining concepts.
70% of parents say their Gen Alpha kids influence vacation plans.
Hotels and resorts should focus on appealing to young guests and parents alike. From entertainment to dining, the entire travel experience ideally includes fun options for all family members. This aligns with shifting expectations, as families look for a balance between kid-friendly destinations and ways for adults to unwind. According to Hilton, 54% of parents plan out “adult time” during family vacations, reinforcing the need for hotels and resorts to cater to both kids and grown-ups.
The Rise of Digital Influence in Tourism
For Gen Alpha, travel inspiration starts online. They’re constantly consuming video content, influencer recommendations and interactive digital experiences that shape their travel preferences. More than 50% of this generation discover brands for the first time on YouTube, making video content an essential tool for hospitality and tourism marketing.
More than 50% of Gen Alpha discovers brands for the first time on YouTube
Influencers have serious sway. Nearly half of this demographic trusts social media influencers as much as their own families when making purchasing decisions. That means influencer partnerships aren’t a trend—they’re a necessity. To capture this generation’s attention, hospitality and tourism brands must prioritize partnerships with creators to make travel feel exciting, aspirational and—most importantly—shareable.
Sustainable Travel is a Non-Negotiable
For this generation, eco-consciousness is an expectation. Like Gen Z, Gen Alpha is growing up in an era of climate awareness, and their families are making travel decisions accordingly.
Green initiatives, transparency and eco-tourism appeal to Gen Alpha and their families.
More families are actively seeking out hotels, resorts and foodservice establishments that minimize plastic use, reduce carbon footprints and support local communities. Transparency is key—brands that can authentically communicate their sustainability initiatives will earn the trust of Gen Alpha and their parents.
Beyond accommodations, travel experiences are shifting to reflect a more responsible, community-driven approach. Eco-tours, farm-to-table dining and cultural immersion are on the rise, creating new opportunities for integrated marketing campaigns that highlight sustainability and ethical tourism.
Where Do We Go From Here?
Gen Alpha’s digital-first mindset, sustainability-driven choices and strong influence over family travel decisions make them a force that hospitality, tourism and foodservice brands cannot ignore. Those who recognize the power of Gen Alpha today will be the brands leading the industry tomorrow—and Marriner can help. Let’s connect to plan your path forward.
SOURCES:
- 23+ Gen Alpha Statistics and Trends in 2024. Exploding Topics, 2024.
- The Next Generation of Travelers. Hilton Stories, 2025.
- Parents Are Letting Their Gen Alpha Kids Take the Lead on Family Travel Plans. Parents, 2024.
- 2025 Travel Trends: How Hospitality is Evolving for the Future. Hilton Stories, 2025.
- Gen Alpha & Gen Z: The New Vanguard Shaping 2025’s Family Vacation. Embark Blog, 2024.