Award Date

Fall 2012

Degree Type

Professional Paper

Degree Name

Master of Science in Hotel Administration


Hotel Administration

First Committee Member

Mehmet Erdem, Chair

Number of Pages



The Baby Boomer generation, once the largest, most important consumer base and leader in purchasing power, is entering retirement (Sherman, 2008). Now an aging generation, the Boomers, are slowly losing their hold on the attention of the hospitality industry. The Boomers are quickly being eclipsed by their children and grandchildren as the largest market population and the biggest spenders within America with over 73 million or 26% of the total US population belonging to this demographic (Nusair, Parsa, & Cobanoglu, 2011). Much like the Baby Boomers, this demographic, known as primarily as Generation Y (Gen Y) or “Echo-Boomers” due to the great impact that they will have on society and business as the Baby Boomers did; Gen Y will slowly become the focus of many revenue managers, general managers, and industry executives (Agarwal, 2009). It is this generation’s opinion that will most likely determine the success and evolution of their business for decades to come, setting the tone for future generations. Many studies are starting to come about in response to this very fact. By the year 2030, Gen Y will make up 34% of the US population with many of them at the pinnacle of their purchasing power (Nusair et al., 2011).


Baby boom generation; Consumer profiling; Consumers – Attitudes; Generation Y; Hospitality industry; Hotels


Business | Hospitality Administration and Management | Marketing

File Format


Degree Grantor

University of Nevada, Las Vegas




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