Multi-generational travel already has a strong showing at hotels and destinations around the world and if the 80 million people who will be considered older Americans by 2020 are any indication, this market will undoubtedly continue to flourish. Preferred Hotels and Resorts released the results of its national survey on U.S. multi-generational travellers. The findings emphasise that even though hotels need to think of this market holistically, the way properties communicate with various generations should be differentiated. Millennials, for example, don't want to feel like they are being specifically marketed to. Grandparents are the ones largely paying for holidays but it is the millennials who are influencing where they are going. Still, there are some behavioural and booking similarities with both groups. Find out more.