The digital age, generational differences, and travel decisions – without losing sight – by Marcell Kupi
The study by Ivancsóné Horváth, Kupi, and Kundi (2025) explores how three generations—X, Y, and Z—make travel decisions in the digital age. Using a quantitative online survey, the authors examine how information sources, visual content, and digital platforms influence travel preferences across generations.
Generation X: Reliability, detail, and price sensitivity
For Generation X, value for money is central to decision-making. They conduct price comparisons and prefer to see clearly what they are paying for. Professionally designed and transparent websites build trust, while social media and influencer content have limited persuasive power. This generation still values personal recommendations and careful planning.
Generation Y: Value orientation and the power of reviews
Generation Y is also price-sensitive but willing to pay more for higher quality or persuasive visual and emotional storytelling. Online reviews, particularly negative ones, strongly influence their decisions. Service providers must proactively manage reviews and user feedback. While a well-structured website remains essential, peer feedback and e-word-of-mouth play an even stronger role for this group.
Generation Z: Visual impulses and mobile-first habits
As digital natives, Generation Z’s decisions are heavily influenced by visual content, real-time information on mobile platforms, and social media. Although price matters, emotional impulses—such as reacting to a limited-time discount—often guide their choices, which they are willing to reevaluate based on online opinions.
Common ground and practical takeaways
While price sensitivity cuts across all three generations, their underlying motivations differ. Generation X seeks stability and detailed information, Generation Y focuses on perceived value and peer validation, and Generation Z responds to immediate, visually engaging experiences. The study highlights the need for tourism providers to tailor their digital content—websites, social media, visuals, and feedback management—according to the unique preferences of each generation.
In conclusion:
The article clearly shows that digitalization is a decisive factor in travel planning for all age groups. However, only differentiated, generation-specific digital strategies can ensure effectiveness. The authors offer concrete recommendations for tourism providers: optimize web presence, focus on mobile and visual user experience, and manage reviews strategically—all in line with generational expectations to build long-term customer loyalty.
Ivancsóné Horváth, Zs., Kupi, M., & Kundi, V. (2025). Digitalization and tourism: How X, Y, and Z generations make travel decisions in the online era.
Geojournal of Tourism and Geosites, 60(2spl), 1302–1314. https://doi.org/10.30892/gtg.602spl26-1502
