Decoding generational dynamics in the platform tourism ecosystem

Abstract

The rapid expansion of the platform economy profoundly reshaped the tourism industry, and its digital ecosystem, with significant implications for urban tourism. In the new tourist digital ecosystem, traditional operators such us Brick-and-Mortar Agencies or tour operators compete with online travel agencies, comparators, new non-tourist companies and peer to peer platforms in the platform ecosystem. This study examines how Baby Boomers, Generation X, and Millennials engage with different categories of tourism-related platforms, within the European tourism ecosystem. Based on a large-scale survey of 13,243 European tourists and employing Social Network Analysis, the research explores intergenerational similarities and differences at both global and micro levels, and the structural configuration of platform networks. The results reveal that Google, Facebook, TripAdvisor, and Booking consistently occupy central positions across generations, while younger cohorts show greater reliance on peer to peer platforms and social media, and older cohorts display more functional, utilitarian usage patterns. The findings highlight that platform relevance and network centrality vary significantly by generation, with Millennials engaging in more diversified and interconnected behaviours. This reflects how the digital transformation of tourism is reshaping interactions among tourists, platforms, and service providers across different types of destinations, including urban contexts. These insights advance understanding of the evolving digital tourism ecosystem and provide practical guidance for urban destinations and tourism providers to design generationally tailored strategies, enhance customer loyalty, and strengthen their position in the post-pandemic marketplace.