Strategic Intelligence Report: “Luxury Hospitality Generations Report 2026”

The strategic report revealing how different generations consume luxury hospitality across Europe and Spain

LUXONOMY announces the immediate availability of its new international strategic report “Luxury Hospitality Generations Report 2026”, a market intelligence study developed for hotel executives, investors, real estate funds, consulting firms, hotel groups, family offices, luxury brands, and professionals who need to understand how the luxury consumer is evolving within the hospitality sector.

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The report is released at a time of profound transformation in the premium hospitality market. The growth of global wealth, the intergenerational transfer of wealth, the emergence of new high-net-worth travelers, and the rise of new expectations related to wellness, sustainability, personalization, and technology are changing the way different generations consume luxury hotels. The global luxury hospitality market continues to expand, and various studies forecast strong growth over the next decade.

However, there is one reality that many companies are still not analyzing in sufficient depth: there is no single luxury consumer.

A billionaire Baby Boomer, a Generation X executive, a high-net-worth Millennial, or an affluent member of Generation Z are not looking for the same things when choosing a luxury hotel.

Understanding these differences has become a strategic priority for any hotel asset seeking to maximize occupancy, ADR, RevPAR, profitability, and loyalty.

The first major report focused on generations and luxury hospitality

The Luxury Hospitality Generations Report 2026 provides an in-depth analysis of generational differences in luxury hospitality consumption across Europe, with a particular focus on the Spanish market and premium destinations such as Barcelona, Madrid, Marbella, the Balearic Islands, Costa del Sol, Lisbon, Paris, London, Milan, Munich, and the French Riviera.

Across more than one hundred pages, the report examines:

• How each generation travels.
• How much they spend.
• Which services they value.
• Which experiences they are willing to pay for.
• How they book.
• The role played by technology.
• The importance they attach to sustainability.
• Which factors generate loyalty.
• How their economic weight will evolve through 2035.

Main areas analyzed

Demographic evolution of the luxury guest

The report provides a complete overview of the evolution of the premium consumer.

It includes:

• Current distribution of hotel spending by generation.
• Expected evolution through 2035.
• Global transfer of wealth between generations.
• Growth in the number of high-net-worth individuals.
• Impact of population ageing in Europe.
• New luxury consumer profiles.

It also analyzes the role of the so-called longevity economy and how senior travelers are redefining the traditional concept of luxury.

Individual analysis of each generation

Baby Boomers (1946-1964)

The study analyzes:

• Average spending level.
• Travel frequency.
• Length of stay.
• Accommodation preferences.
• Relationship with personalized service.
• Appreciation of traditional luxury.
• Gastronomic consumption.
• Wellness and health.
• Loyalty to hotel brands.

Generation X (1965-1980)

Currently considered one of the most profitable generations for luxury hospitality.

The report studies:

• Travel motivations.
• Purchasing behaviors.
• Combined leisure and business travel.
• Consumption of suites and premium categories.
• Most in-demand experiences.
• Future growth potential.

Millennials (1981-1996)

A generation that has completely transformed the sector.

The report explores:

• Experiential luxury.
• Wellness.
• Signature gastronomy.
• Sustainable tourism.
• Design and authenticity.
• Extreme personalization.
• Influence of social media.
• Technology preferences.

Generation Z (1997-2012)

The next major growth force in luxury.

The report analyzes:

• New digital behaviors.
• Influence of content creators.
• Aspirational luxury.
• Immersive experiences.
• Shared travel.
• Preference for purpose-driven brands.
• Impact of artificial intelligence on the hotel experience.

Senior Luxury Consumers (80+)

A frequently overlooked segment with enormous economic capacity.

The report dedicates a specific section to:

• Accessibility needs.
• Wellness tourism.
• Longevity and hospitality.
• Preventive medicine.
• Premium health programs.
• Hyper-personalized services.

Hotel spending by generation

One of the most requested sections of the report includes detailed comparisons on:

• Average spend per stay.
• ADR accepted by generation.
• Food and beverage spending.
• Spa and wellness consumption.
• Ancillary services.
• Purchases made within the hotel.
• Loyalty programs.

Trends that will transform luxury hospitality

The report dedicates an extensive section to analyzing the trends that are redefining the sector.

These include:

Wellness Luxury

The transformation of wellness into one of the main drivers of premium spending. Wellness tourism has become one of the fastest-growing areas within experiential luxury.

Data-driven personalization

How artificial intelligence makes it possible to design unique experiences for each guest.

Quiet luxury

The evolution from ostentation toward discreet exclusivity.

Premium sustainability

New responsible consumption behaviors among high-net-worth clients. Sustainability and traceability are becoming strategic pillars for luxury companies.

Experiences over products

The report shows how new generations are increasingly allocating resources to memorable experiences rather than material goods. This trend is driving the growth of experiential luxury and premium hospitality.

Special case: Barcelona

Given the growing interest of investors and hotel operators, the report includes a specific analysis of Barcelona as a luxury destination.

It includes:

• International guest profile.
• Source markets.
• Spending evolution.
• New opportunities.
• Segments with the greatest growth potential.
• Competitive positioning against other European destinations.

A strategic tool for decision-making

The purpose of the report is not only to describe the current market.

Its aim is to help answer strategic questions such as:

• Which generation delivers the highest profitability?
• Which segment will grow the most through 2035?
• How should a value proposition be designed for each generation?
• Which services justify higher rates?
• How will premium hotel demand evolve?
• Where are the main investment opportunities?

Intended for

This report has been developed for:

• Luxury hotels.
• Resorts.
• International hotel groups.
• Investors.
• Family offices.
• Real estate funds.
• Strategic consulting firms.
• Premium tourism operators.
• Luxury brands.
• Wellness companies.
• Branded residence developers.
• Hospitality professionals.

Availability

The Luxury Hospitality Generations Report 2026 is now available through LUXONOMY.

It is a strategic reference document for understanding how the luxury hospitality consumer will evolve over the next decade and which generations will lead the sector’s growth across Europe and Spain.

More than a trend report, it is a market intelligence tool designed to anticipate opportunities, redefine commercial strategies, and adapt hotel value propositions to the new realities of global luxury.