The Power of Generativity: Why Age Inclusion Is Hospitality’s Next Competitive Advantage
It was an honor to join Heather Kolakowski, Executive Director of the Cornell Institute for Healthy Futures, and Amanda Al-Masri, Vice President of Wellness at Hilton, for the Cornell keynote, The Power of Generativity: Designing Wellness and Connection for Guests, Teams, and Competitive Advantage.
Available free on demand through eCornell, our discussion explored how hospitality organizations can balance personalization with meaningful shared experiences across generations while transforming age inclusion into a powerful business advantage.
Throughout the keynote, Amanda shared practical examples from Hilton that demonstrate how thoughtful wellness strategies improve both the guest experience and workplace culture. Together, we examined why an intergenerational playbook fosters stronger connections, deeper purpose, greater collaboration, and better business outcomes.
The event was sponsored by the Cornell Institute for Healthy Futures, the first academic center in the United States to integrate hospitality, environmental design, and health policy and management. Special thanks to Heather Kolakowski for championing this timely and increasingly important conversation.
What Does “Generativity” Mean?
While the word generativity is increasingly associated with artificial intelligence, its original meaning is deeply human.
Psychologist Erik Erikson described generativity as the desire to contribute to the well-being, growth, and success of future generations. It is expressed through mentoring, teaching, caregiving, sharing wisdom, and leaving something meaningful behind.
For hospitality leaders, generativity provides a compelling framework for designing experiences that connect people—not only with destinations, but with one another.
Hospitality Is Becoming Increasingly Intergenerational
One of the strongest themes emerging from Hilton’s 2026 Travel Trends Report is the rapid growth of multigenerational travel.
Families are traveling together in greater numbers than ever before, and younger generations are often driving destination decisions.
Among Hilton’s findings discussed during the keynote:
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- 78% of travelers say children and grandchildren influence decisions about where and how families travel.
- Nearly one-third are considering a skip-generation trip, where grandparents travel exclusively with grandchildren.
- In India, 79% of families have already taken—or are considering—a skip-generation vacation.
- Nearly half of hotel teams globally report an increase in three-generation travel.
Mixed-age travel is no longer a niche segment; it is becoming one of hospitality’s defining opportunities.
Wellness Is About Helping Guests Show Up Better
Amanda offered an expansive view of wellness that extends well beyond spas and fitness centers.
At Hilton, wellness means helping guests feel invigorated and prepared for whatever brought them there in the first place.
Whether traveling for business, leisure, family celebrations, or recovery, the goal is simple:
Help guests show up better.
That includes:
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- Better sleep
- Nutritious dining options
- Fitness experiences, including Peloton partnerships
- Flexible wellness choices
- Opportunities for connection
- Technology that reduces friction throughout the stay
Perhaps the most surprising insight was Amanda’s observation that wellness is nearly as important in focused-service hotels as it is in luxury and lifestyle properties.
Guests increasingly expect wellness wherever they stay.
As Amanda explained:
“There is not a Hilton version of wellness. We present a number of choices, and they can opt in or opt out. Ultimately, our goal is to show up for them in whatever way they would like. We need to be nimble in our ability to meet people and not consider one way to meet their needs.”
That flexibility recognizes an important truth: the same guest may want a green juice one morning and a martini the next. Wellness is not about perfection; it is about providing options that meet people where they are.
Sleep remains the single strongest factor correlated with guest satisfaction, underscoring how foundational well-being has become to the hospitality experience.
Technology Creates More Human Connection
One of the keynote’s recurring themes was that technology should not replace human interaction—it should enhance it.
By automating routine tasks, technology allows team members to spend more time creating emotional connections with guests.
Personalization, empathy, and meaningful interactions are becoming hospitality’s greatest differentiators.
Why Age-Inclusive Teams Perform Better
As guest demographics become more diverse, so do hospitality workforces.
Organizations that intentionally build multigenerational teams gain significant competitive advantages.
Older employees contribute institutional knowledge, emotional intelligence, professional judgment, and decades of lived experience. Younger employees often bring digital fluency, emerging technologies, and fresh perspectives.
Together, they create stronger organizations than either generation alone.
Unfortunately, age bias continues to limit opportunity, despite research showing older employees frequently demonstrate lower absenteeism, strong performance, and high reliability.
Creating an age-inclusive culture benefits both employees and guests.
The Business Case for Age Inclusion
Research increasingly demonstrates that age-diverse organizations outperform more homogeneous workforces.
Key advantages include:
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- Improved hiring and retention. Organizations participating in initiatives such as the AARP Employer Pledge position themselves as employers of choice as labor markets tighten and populations age.
- More-resilient teams. Mixed-age teams combine optimism with practical experience, improving adaptability during periods of change.
- Stronger cultures of belonging. Age inclusion reduces bias, increases psychological safety, and creates workplaces where employees feel valued throughout every stage of their careers.
- Greater innovation. Innovation thrives when lived experience intersects with new ideas and emerging technologies.
- Better guest experiences. Hospitality teams that reflect a wide range of ages and life experiences create stronger emotional connections with an increasingly diverse guest population.
Looking Ahead
The future of hospitality will not be defined solely by technology or luxury amenities. It will be shaped by organizations that recognize the value of human connection across generations.
Whether designing guest experiences, building workplace culture, or creating wellness offerings, hospitality leaders can use generativity as a powerful blueprint for the future—one built on purpose, collaboration, and shared success.
Watch the keynote: The Power of Generativity: Designing Wellness and Connection for Guests, Teams, and Competitive Advantage is available free on demand through eCornell.
This post was undertaken by Nancy Griffin of the Glowing Older Podcast on behalf of the Aging Well Initiative.
