SAN ANTONIO -- The U.S. is on the precipice of the greatest generational wealth transfer that's ever happened, and the opportunities for travel advisors are great.

That was the message from Nicole Mazza, chief marketing officer of American Marketing Group, during Travel Market 2026 at the JW Marriott San Antonio Hill Country Resort & Spa.

Mazza said $84 trillion will be inherited over the next two decades.

"That is a tremendous opportunity," Mazza said. "But we need to ask ourselves who these new customers are. How are they different from our customers today? What are their patterns going to be for booking? How are they going to research?"

Consumers are changing, Mazza said, and travel agencies need to pay attention. Consumers want to feel recognized, respected and cared for throughout their journey. They want bucket-list experiences, family time and connection. And they want that travel to be seamless.

Mazza said a vast majority of travelers say a trusted advisor is more valuable than the massive amount of information they can find online.

For travel agencies, it means that clients value their taste, judgement and reassurances.

"AI and social media may introduce the idea, but you close the sale," she said.

During a supplier panel, Jacki Marks, global head of trade brands for wholesaler ALG Vacations, talked about attracting Gen Z and Millennial travelers.

ALG Vacations commissioned a survey and found that 80% of Gen Z and Millennials are using AI and social media to research and get information. Also, 75% said they want human interaction when they make a purchasing decision. Further, 51% said they have used travel advisors.

Armed with that data, ALG Vacations said it ensured the right marketing content was readily available to travel advisors. Marks said the company created videos designed to appeal to young customers.

The wholesaler also created social media courses for advisors and employs staffers who are experts in social media, photography and AI, and they are a resource for advisors, Marks said. Another resource: a closed Facebook group for advisors creating content. It's a place where they can share best practices and learn from others and ALG Vacations staffers, Marks said.

She added that ALG Vacations has invited its top 20 content creators to Puerto Vallarta in December for an event about content creation and storytelling. 

What makes Gen Z tick

Keynote speaker Jason Dorsey, a generational and behavioral researcher and president of the Center for Generational Kinetics, spoke about generational differences and how travel advisors can best compete for the business of Gen Zers.

He said that Gen Z, ages 15-30, came of age during a time of instability -- the pandemic disrupted their schooling and social lives, while high prices and inflation hit their wallets when they entered the work force.

"The No. 1 thing our research shows that Gen Z wants? Stability," Dorsey said. "When you go through massive periods of instability, what do you want on the other side? Stability."

For agency employees who are members of Gen Z, it means hearing their employer say, "We have your back," Dorsey said. For clients, it means they want to know their advisor has them covered when they're on their trip.

Since most of Gen Z is on social media, they are looking for advisors' personal brands on social sites.

"They want to know you're a human and not a title," Dorsey said.

They also are a generation likely to refer their friends -- but don't use the word "referral," Dorsey said. It has repeatedly tested as a negative word. Instead, he encouraged advisors to ask Gen Z clients, "Do you have any friends I can help?"