Travel Advisors Targeted Younger Generations at Market Event
Industry leaders met in San Antonio to discuss how travel agencies can better reach Gen Z and Millennial clients.
Updated on Sept. 25, 2026 in Travel — General
Live Poll
Do you trust human travel advisors more than online tools for booking your future trips?
Travel professionals gathered at the JW Marriott San Antonio Hill Country Resort & Spa to explore strategies for attracting younger travelers. Experts noted that while these cohorts rely heavily on AI for research, a significant majority still prioritize human interaction for final bookings.
Why it matters
Agencies are looking to capture interest as an estimated $84 trillion in wealth changes hands over the next two decades. Younger travelers often seek stability and personal support in their vacation planning following periods of global social and economic instability.
Surveys indicate that 51% of Gen Z and Millennials have previously utilized travel advisors for their trips. These consumers represent a key demographic shift, as they encompass individuals currently aged 15 to 30.
The players
ALG Vacations
This travel entity provides marketing support and operational resources to help travel advisors grow their businesses.
The details
ALG Vacations is supporting this transition by providing travel advisors with specialized marketing content, video resources, and social media expertise through a closed Facebook group. These tools are designed to help advisors leverage personal branding to bridge the gap between digital discovery and real-world bookings.
Timeline
Travel Market 2026 was held in San Antonio during September 2026.
A massive $84 trillion wealth transfer is projected to occur over the next two decades.
ALG Vacations will host an event for content creators in Puerto Vallarta in December 2026.
Travel Outlook
This focus on younger travelers follows the $84 trillion wealth transfer projected over the next two decades. Agencies are positioning themselves now to secure long-term loyalty before these cohorts reach their peak spending years.
Travelers can expect agencies to offer more personalized service and digital-first consultation options as advisors update their business models. If you are looking to book a trip, you may find more targeted social media content and specialized packages tailored to younger preferences.
The takeaway
The travel industry is increasingly prioritizing human connection to win over digital-native younger travelers who value professional expertise. Consumers should look for advisors who blend social media presence with personalized, hands-on support for their next vacation.
Further reading
Learn more about evolving industry trends in our Travel — General section.
Source note: This article includes information reported by Travel Weekly.
Live Poll
Do you trust human travel advisors more than online tools for booking your future trips?
