[Translate to Français:] Glion Institute of Higher Education brings industry experts together in Milan to explore how Gen Alpha will redefine luxury
- Glion Institute of Higher Education
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Hosted at Bulgari Hotel Milano, the round table highlighted how the next generation is expected to transform luxury, hospitality and leadership models in the years ahead.
Milan, 27 May 2026 – As the luxury and hospitality industries prepare for one of the most significant generational shifts in decades, Glion Institute of Higher Education gathered leading voices from hospitality, branding, luxury and talent management at the Bulgari Hotel Milano for an exclusive round table entitled “Gen Alpha: la generazione che reinventerà il lusso” (“Gen Alpha: The Generation That Will Reinvent Luxury”).
Moderated by luxury and hospitality journalist Sara Magro, the discussion explored how Generation Alpha — the generation born after 2010 — is expected to profoundly reshape the codes, expectations and business models of luxury in the years ahead. According to Bain & Company, younger generations including Gen Z and Gen Alpha are projected to represent up to 80% of global luxury purchases by 2030, while Gen Alpha itself is expected to become the largest generation in history, with more than 2 billion individuals globally. Raised entirely in the age of artificial intelligence, hyperconnectivity and permanent digital immersion, Gen Alpha is already influencing brand perception, digital culture and purchasing behaviors long before becoming a fully active consumer generation.
The event highlights how Glion remains closely attuned to the evolving dynamics shaping the future of luxury hospitality, while actively preparing students and industry partners for the transformations already impacting the sector.
Hosted at the Bulgari Hotel Milano, the round table brought together:
- Giovanni Manfredini, Head of Guest Experience and Event Management Specialisation at Glion Institute of Higher Education
- Margot Canfeur, Director of L’Amour Agency
- Stephen Alden, Glion Alumnus & former CEO of Raffles Hotels & Orient Express
- Serena Dognini, HR Manager of Bulgari Hotel Milano
Redefining the Codes of Luxury for a New Generation
Throughout the discussion, speakers examined how younger generations are redefining luxury through new expectations around authenticity, sustainability, personalization, emotional value and cultural relevance. Particular attention was also given to the growing tension between accessibility and exclusivity in an era dominated by social media visibility and permanent digital exposure.
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For Gen Alpha, luxury will no longer simply be synonymous with exclusivity, but rather with a deeply personal experience built around identity, emotions, and individual values. Today’s younger consumers seek authenticity, transparency, and meaningful connections with brands: the product alone is no longer enough — what truly matters is how an experience makes you feel. The future evolution of the sector will therefore depend on brands’ ability to create coherent, human, and personalised experiential ecosystems.
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The conversation further explored the evolution of luxury hospitality toward more emotional, immersive and experience-driven models, where human connection and meaning increasingly outweigh traditional status symbols. Speakers highlighted how hospitality brands are progressively becoming cultural ecosystems, sitting at the crossroads of lifestyle, wellness, communication and experiential design.
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Luxury has become culturally accessible through social media, creators, and digital content, but precisely because of this, brands must rediscover authenticity and intimacy. Gen Alpha has grown up in the age of algorithms and discovers the world through platforms, influencers, and digital communities: this is why brands are now called to build increasingly deep emotional relationships, creating experiences and content capable of conveying meaning, desire, and a sense of belonging.
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Balancing Technology and Human Connection
Another major theme addressed during the round table was the impact of artificial intelligence and technology on luxury experiences. While AI-powered personalization, operational optimization and predictive services are expected to transform the industry, participants emphasized the importance of preserving emotional intelligence, empathy and human interaction as central pillars of hospitality.
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Artificial intelligence will profoundly transform many operational aspects of the industry, from service personalisation to the efficiency of experiences. However, the true value of luxury will continue to be human: emotional connection, the memory of how an experience made you feel, and the ability to inspire and create wonder will remain central elements in building loyalty and desirability. More than ever, luxury must be capable of creating hyper-personalised experiences that reflect people’s identities and generate long-lasting relationships over time.
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Rethinking Talent, Leadership and Hospitality Culture
The discussion also focused on the future of work and leadership in luxury hospitality. As younger generations develop new expectations around flexibility, purpose, inclusivity and professional fulfillment, institutions and employers alike are being challenged to rethink how talent is educated, managed and retained.
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Younger generations are looking for purpose, personal growth, flexibility, and authentic experiences in the workplace. In luxury hospitality, it therefore becomes essential to value people, listen to them, and make them feel like active protagonists of their professional journey, creating environments based on authenticity, wellbeing, inclusivity, and team spirit. Today’s young talents are not only looking for a prestigious brand, but for organisations capable of offering continuous training, genuine attention to people, and a corporate culture aligned with their values.
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Anticipating the Future of Luxury Hospitality
Beyond consumer behavior, speakers agreed that Gen Alpha is already emerging as a transformative cultural force capable of influencing luxury long before becoming a fully active consumer generation. The discussion highlighted the importance for brands and institutions to anticipate these shifts today rather than simply reacting to them tomorrow.
By hosting this discussion in Milan - one of Europe’s leading capitals for luxury, fashion and lifestyle innovation - Glion reinforces its positioning at the intersection of hospitality, luxury business education and forward-thinking industry dialogue.
As the boundaries between hospitality, luxury, technology, wellness and culture continue to blur, Glion aims to continue fostering conversations that help shape not only the next generation of professionals, but also the future direction of the luxury and hospitality industries themselves.
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About Glion Institute of Higher Education
Founded in 1962, Glion Institute of Higher Education is a Swiss institution offering bachelor’s, master’s and executive degrees in hospitality, luxury and finance to an international student body across three campuses in Switzerland and London, UK.
Glion ranks number three among the world’s top higher education institutions for hospitality and leisure management in the 2026 QS World University Rankings by Subject. It also holds number three globally in employer reputation, highlighting its strong industry recognition and ability to meet employer expectations.
Part of the Sommet Education network, world leader in education and training in hospitality, luxury and culinary arts. Glion has received official recognition from the Swiss Accreditation Council (SAC) as a Swiss University of Applied Sciences Institute. In addition, Glion is also accredited by the New England Commission of Higher Education (NECHE).
For more information, visit https://www.glion.edu/
