The role of generational cohorts in tourism and hospitality

The article reveals the features of value formation in generational cohorts, in accordance with the theory of generations by Neil Howe and James Strauss. The main generations and their preferences in tourism and hospitality are studied. The tools that allow enterprises of the tourism and hotel industry to effectively interact with representatives of different generations are considered. It is concluded that the diverse characteristics, values and life experiences that define each generation offer insights into the portrait of the consumer for companies seeking to adapt their offerings and create unforgettable experiences.