Families are leaning into the revenge travel trend too. After all, families have faced some of the most overwhelming pandemic challenges — from remote schooling to lack of childcare to mental health breakdowns on the parts of both kids and parents. So, while wanderlust cuts across generational lines, families with kids under the age of 18 were more interested in vacationing in 2021 than non-families, according to research conducted by MMGY Travel Intelligence. They’re ready to make memories, and what could be more memorable than ​“The Most Magical Place on Earth?” Attendance at Disney amusement parks in both Orlando and California are now back ​“at or near” capacity levels, according to the company’s second-quarter earnings report.

Hospitality brands are quickly embracing more family- and group-friendly offerings. For example, Hilton recently rolled out ​“Confirmed Connecting Rooms,” which allows guests to easily book connecting rooms. W South Beach, not typically known as a family-focused hotel, has started offering outdoor yoga classes for kids. And Kimpton Hotels installed ​“Chief Virtual Learning Officers” in some locations to help remote learners with everything from Zoom log-ins to printing problems — giving parents a much-appreciated break from playing tech support.

While Boomers set the tone for many of today’s hospitality industry’s expected amenities — from pillow menus to lobby bars — the pandemic has accelerated the adaptation of amenities suited for a younger generation of travelers.

Many Gen Zs told us that their version of travel is, ideally, stepping into the center of an epic, custom, and co-created adventure. Case in point: Allie, 25, who travels often, told us she’s never booked a hotel because they’re, well, boring. ​“Why pay $200 just to sleep in an ugly room and rely on Google to find stuff?,” she joked. According to her, hotels seem like places to sleep, whereas short-term rentals, like Airbnbs, are places to experience life. Julien, 18, told us that when he travels, he wants to stay up all hours of the night and jump on beds — not something that’s typically appreciated by hotel staff or guests. Cristy agrees: ​“At hotels, you can’t be loud. You can’t sing at the top of your lungs at 1 a.m. Airbnbs are definitely more fun, especially with a big group of friends.”

Of course, many modern hotels can’t be bucketed as ​“boring” or ​“stuffy.” Eaton House, a hospitality concept in Washington D.C. and Hong Kong aims to turn ​“physical and digital spaces into platforms for creativity and social and environmental impact.” Designed as a cultural gathering space for ​“innovators, progressive thinkers, and creatives,” the hotels feature a radio station, indie movie theater, and wellness center offering reiki and sound baths, and hosts events including artist residencies, concerts, public talks and more. The concept is much closer to a social club-meets-cowork space than a hotel. Meanwhile, Ibiza Six Senses offers room configurations for large groups (think seven of your best friends), and amenities are more in the vein of cliff jumping and underwater guided meditation than fine dining.

Large hotel chains are increasingly expanding their boutique offerings to provide guests with custom, quirky and localized experiences. For example, Marriott’s Tribute Portfolio, which is made up of dozens of locally-owned boutique hotels around the world, offers guests spaces with an indie spirit, from local art exhibits to handwritten notes to expert local recommendations — all with the powerful backing of Marriott Rewards perks.

Brands are also increasingly jumping into the hospitality space to create memorable experiences. Taco Bell famously created a pop-up hotel and resort in Palm Springs. More recently, KFC partnered with the House of Harland hotel in London to create an immersive experience. Guests were ferried around town in a ​“Colonel mobile” Cadillac, and all rooms were decked out with a ​“Press For Chicken” room service button. Meanwhile, Marc Jacobs did a full takeover of scenester boutique Montauk hotel The Surf Lodge, which included branded décor, boogie boards, a concert series, and pop-up shop.

Expect Gen Zs to increasingly look for immersive travel experiences that offer not only a warm bed, but also a unique sense of adventure from intellectual events to surf camps. In fact, travel experiences such as tours, activities, and events already account for 10% of global travel revenue, according to travel experience site Peek​.com.