The travel industry is on the cusp of a major transformation, and in 2025, it’s critical for vacation companies to understand shifting customers’ expectations. To stay ahead, brands must build deeper, more meaningful relationships with their customers. This significant change is being driven by younger generations — Millennials, Gen Z and Gen Alpha — who are reshaping the way we think about vacation. These generations place a premium on personalization, purpose and authenticity. They want to travel in ways that reflect their values and identities, whether that means taking a wellness retreat in the mountains, going on a cultural immersion tour, or opting for eco-conscious accommodations.
A recent Hilton Travel Trends Report shows that today’s travelers are seeking more than just a comfortable hotel room — they’re looking for experiential, adventurous, wellness-focused and family-friendly getaways. For many, it’s no longer enough to lounge by the pool all day (though that still holds appeal for some!). Travel companies must adapt, innovate and provide experiences that meet these shifting desires. By doing so, they’ll not only stay relevant in an increasingly competitive market but also build lasting connections that go beyond a single vacation.
To succeed in 2025 and beyond, travel companies can learn valuable lessons from other successful consumer brands that have mastered the art of building strong, enduring relationships with their customers. Together, these lessons enable hospitality brands to create an interconnected ecosystem of experience, partnerships and shared values to develop a deep bond with their guests in the years ahead.
Learning From Apple on How to Foster Multi-Generational Brand Affinity With an Experience That “Just Works”
Long-term loyalty isn’t just a nice-to-have — it’s a critical business need. The most successful brands today are those that create ecosystems to resonate deeply with consumers, building relationships that span generations. Apple has been a standout example of this, cultivating a fan base that sticks with the brand through different life stages and across generations.
We’ve embraced this multi-generational approach after seeing the rising demand for family-friendly vacation offerings. Our properties offer diverse activities and amenities for all ages, from the thrilling water slides at Orlando resorts to the serene spas at Hawaiian properties. We’ve seen a significant increase in families taking advantage, demonstrating the value of catering to every generation and for brand loyalty that lives on.
By creating devices that work seamlessly together and offering services that adapt to users’ lives, Apple shows how brands can evolve with their customers while maintaining a consistent emotional connection. In hospitality, this ecosystem approach might manifest as a cohesive brand experience that follows travelers throughout their customer journey, from the inspiration phase while browsing social media, to the anticipation created by personalized pre-arrival communications, to the on-property experience itself and ultimately extending to post-stay engagement that keeps the brand connection alive long after checkout.
The new generation of travelers also expects seamless, tech-driven interactions. From AI-powered trip planning to mobile-first check-ins and digital concierge services, technology plays a pivotal role in shaping modern travel experiences. Vacation brands that fail to integrate these elements risk falling behind. On the flip side, companies that embrace tech innovations can unlock powerful opportunities for personalization and convenience that drive long-term loyalty. The advent of augmented and virtual reality technologies has further expanded the possibilities, with some hospitality brands now offering virtual previews of accommodations and experiences before booking. Others are implementing AI-driven personalization that remembers guest preferences across properties worldwide, from room temperature settings to preferred breakfast items arriving precisely when guests typically wake up.
A Lesson From the Museum of Ice Cream: Creating Memorable and Shareable Experiences
In today’s social media-driven world, creating “Instagrammable” moments isn’t just about aesthetics — they’re about building experiences that guests want to share. Social media has become a powerful tool for brands to connect with potential customers, and those who tap into this trend can reap the rewards. Every guest is now a potential content creator, and the best kind of marketing happens when guests voluntarily promote your brand through their own lens. Travel companies can benefit immensely by designing immersive, whimsical, or unexpected moments that naturally encourage sharing.
The Museum of Ice Cream, for example, became an overnight viral sensation because visitors couldn’t resist sharing their immersive experiences. Hospitality brands have a unique opportunity to craft similar experiences at their properties, from themed rooms and rooftop concerts to unforgettable culinary events and VIP suites. Collaborating with influencers and encouraging guests to share their experiences on social media is an effective way to amplify this approach and attract new travelers eager to make memories of their own. This goes deeper than surface-level marketing; it’s about fostering real engagement that turns guests into loyal brand ambassadors.
Think about experiences like pop-up art installations, interactive photo booths, or behind-the-scenes access to local culture. These moments become part of a guest’s personal story, and by extension, your brand becomes part of that story too.
For example, our HGV Ultimate Access program offered a hospitality suite at the Formula 1 Las Vegas Grand Prix that featured trackside views, chef-curated menus and live music, creating a buzz on social media and making it an unforgettable experience for our members and guests. The energy and exclusivity of the event not only delighted guests on-site but also drove attention online, attracting new audiences who want in on the action. It’s proof that when you pair once-in-a-lifetime access with thoughtful hospitality, you elevate your brand beyond the expected.
Bass Pro Shops Provides an Example of Leading Through Adventure and Outdoor Lifestyles
Today’s travelers aren’t just looking for a place to stay, they’re seeking experiences that align with their passions and lifestyles. Outdoor adventure has never been more popular, and brands that tap into this enthusiasm create deeper, more meaningful connections with consumers. Bass Pro Shops is a prime example of a company that has built a devoted following by celebrating the outdoor lifestyle, offering everything from world-class gear to immersive destination experiences. The company has created more than a store; they’ve built a culture around outdoor living. Bass Pro Shops customers identify with the brand because it reflects their hobbies, values and aspirations.
There’s a clear opportunity for hospitality companies to integrate these outdoor experiences into their offerings. We recently partnered with Bass Pro Shops to pair the thrill of adventure with the comforts of premium vacation ownership. Whether guided fishing trips, exclusive access to wilderness resorts, or outdoor-themed vacation packages, these experiences cater to travelers who prioritize exploration, nature and authentic adventure.
It also opens doors to more curated experiences, such as wildlife photography workshops, backcountry hiking excursions and glamping packages that combine rustic charm with upscale comfort. The goal is not only to meet expectations but also to surprise and delight in ways that feel uniquely personal.
By embracing partnerships like this, hospitality brands can expand beyond traditional vacation models, tapping into an audience that values both adventure and relaxation. These types of partnerships don’t just offer a service; they create a community — a tribe of like-minded individuals who share a passion for the outdoors and a love for discovery. The future of travel isn’t just about where you stay — it’s about how you experience the world around you. The more your brand reflects the lifestyles and passions of your guests, the more likely they are to return, advocate for it and invite others into the community.
Starbucks Shows How to Build Loyalty Through Membership and Rewards
Building long-term customer loyalty is at the heart of many successful brands, and a well-designed rewards program is a powerful way to foster that connection. Starbucks, for instance, has mastered the art of loyalty, offering personalized rewards, exclusive perks and early access to new products. This keeps customers engaged and cultivates a sense of community around the brand. Even small gestures, like a free birthday drink or a personalized recommendation based on past orders, can create moments of joy that deepen brand affinity.
In hospitality, a similar approach can work wonders. Creating a membership or rewards program that offers perks like exclusive experiences, early booking access, or special privileges can significantly enhance customer loyalty. These programs go beyond basic amenities — they make customers feel connected to the brand and coming back year after year. A tiered loyalty system that rewards both frequency and spend can also encourage long-term engagement. By offering benefits that grow with the guest, companies can transform occasional visitors into lifelong members.
The most innovative loyalty programs today are moving beyond transactional rewards to experiential ones. Rather than simply offering room upgrades or discount codes, brands are providing access to money-can’t-buy experiences that create emotional connections. Think private dinners with renowned chefs or curated local experiences that wouldn’t be available to the general public. These exclusive moments create a sense of belonging that traditional point systems simply cannot match.
Looking Ahead to 2025
As travel companies look to 2025, the key to long-term success will be their ability to create deeper connections with their guests. These passion points allow companies to connect with consumers on an emotional level, transforming a single transaction into a lifelong relationship. Partnerships, brand ambassadors and exclusive experiences all work together to create an ecosystem where customers become a part of the brand.
At HGV, we’re committed to creating a shared community where members become part of the brand, and we become part of their lifelong memories. As the definition of “vacation” continues to evolve, we remain focused on what doesn’t change: the human desire to feel seen, valued and inspired. That’s the heart of hospitality, and the foundation for building loyalty that lasts a lifetime.
Reprinted from the Hotel Business Review with permission from www.HotelExecutive.com.
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