The lack of theory development has hindered progression of generational cohort analysis. Although a qualitative exploratory study of Generation Y consumers proposed a model of Generation Y purchase motivations (Noble et al. 2008), this model has limited application to explain Baby Boomer and Generation X consumer behavior. Given the level of academic and practitioner interest in generational cohort analysis as well as the limited theory development and empirical research, investigation of generational influences on travel decision making is clearly warranted.