Generational differences: RepLab senior researcher Olga Dymarska spoke about the peculiarities of decision-making in modern society.

Moscow – As part of the business program of the key annual event in the tourism industry – the International Tourism Forum and Exhibition “Otdykh” – the fourth Creative Laboratory OTDYKH Lab was held on the theme "Love is Abrau! Meaning, idea, concept at the intersection of generations."

The event aimed to replace standard tourist products with well-thought-out, original, and, most importantly, people-centered proposals for the development of the tourism business.

The event highlighted the growing impact of the generational factor on the concepts of creating and promoting various goods and services, with tourism being no exception. Millennials, who have reached their peak purchasing power, are willing to invest in leisure and experiences, including non-standard and rich cultural itineraries. Zoomers, who are actively entering adulthood, are becoming an increasingly important audience for digital tourism services, preferring flexibility, mobility, and a personalized approach. Following them is the Alpha generation—children who are already growing up in a fully digital environment and will have fundamentally different requirements for tourism products in the future.

The expert panel opened with a presentation by Olga Dymarskaya, a leading researcher at the Project and Training Laboratory for Reputation Management in Education, on “non-economic” economic behavior. The sociologist pointed out that it is not worth limiting the threshold of interest to the millennial generation, since the preceding Generation X and earlier baby boomers will also demand tourism services and deserve attention from marketers and other specialists. At the same time, it is important to understand that dividing consumers into generations is not an ideal solution, especially when taking into account the desire to focus on specific individuals and their characteristics.