The findings, from a survey conducted by Northstar Research Partners, illustrate broad U.S. travel trends as well as the distinct shopping habits, influences and motivations of travelers across four generations, including Generation Z, Millennials, Generation X and Baby Boomers. Across all generations, Americans are open-minded travelers who are deciding between two or more destinations and seeking help and inspiration during the travel planning process. Friends and family, online travel agencies (OTAs) and search engines are the largest influences on travel decisions. Although more than 90 percent of Americans say they look for deals and value, they ultimately prioritize activities and experiences over discounts when making travel decisions. “While some of the findings were expected, such as Gen Z being more influenced by social media than Baby Boomers, we also uncovered surprising nuances and distinct habits within each generation, including the insight that Millennials are most likely to be influenced by advertising,” said Wendy Olson Killion, Global Senior Director at Expedia Media Solutions. “Our research into the generational influences, motivations and decision drivers of American travelers provides fresh insights and takeaways to help marketers successfully target and convert each age group.” Get the full story at Expedia Media Solutions