Press Release: Hilton Hotels Corporation
January 11, 2001
BEVERLY HILLS, CA -- It's an inevitable rite of the New Year. We resolve to change something about ourselves to
better our lives and make us happier, healthier people. For most, that means starting an exercise program, quitting
smoking or cutting back on double bacon cheeseburgers. But a new national survey finds that in the long run, ``reading
and learning'' appears to be the most valued part of our lives.
The Hilton Generational Time Survey asked more than 1,200 Americans from four generations, Generation Y (ages 16
to 24), Generation X (ages 25 to 35), Baby Boomers (ages 36 to 54) and Mature Americans (ages 55 to 70) to, in
essence, put themselves in an imaginary time machine. Imagining themselves as 80 years old, each group looked back
at their lives to decide what was truly important. Surprisingly, all four groups consistently point to ``reading
and learning'' as the part of their lives they will most value.
The high ``reading and learning'' response is nearly unchanged for each group, from Generation Y (87 percent) through
Mature Americans (90 percent). Raising a family comes in a strong second, also remaining consistent across all
age groups, from Generation Y (82 percent) to Matures (85 percent).
The findings come from a yet-to-be-released survey of how diverse generations view time. Jessica Weiss, Ph.D. of
California State University, Hayward was one of several generational experts who took part in a roundtable discussion
about the survey's results. ``People may think that how they look -- whether they're fit or overweight, in shape
or out -- is very important to their overall contentment,'' said Weiss. ``But as we get older, and even when we
imagine ourselves older, we know it's what's inside of us and what inspires us as individuals that makes us better,
happier people.''
The survey points to some revealing differences between the generations, as well. A high percentage of Generation
Y thinks it will look back from age 80 and value having had fun, but by the time we become Mature Americans that
drops off significantly (83 percent versus 69 percent). Other parts of life reflect a similar change in value between
Generation Y and Mature Americans, including building a successful career (82 percent versus 66 percent) and pursuing
romance (70 percent versus 51 percent).
Other parts of the survey show the generations have a lot more in common than commonly believed, and appear to
have a lot to offer one another. A majority in nearly all four generations portrays itself as able to teach other
generations various 'life lessons,' from how to balance work and family life, to having more fun in life.
Weiss believes the findings should help people take the opportunity of the New Year to make more meaningful resolutions.
``If people resolve to concentrate on some more inward pursuits in 2001, like reading, relaxing and spending more
time with family, it may make a greater change in their lives than simply breaking a bad habit or losing 15 pounds,''
said Weiss.
Joanie Flynn, director of leisure and resort marketing for Hilton Hotels agrees. ``It's so important to make resolutions
that truly enhance our lives,'' said Flynn. ``Making travel a priority, for example, can bring relaxation, excitement
and quality time with family and friends, as well as give us time to read -- and even learn first-hand -- about
other destinations and cultures. Exactly what the survey findings reveal we ultimately value in life.''
The tenth in a series of ``Hilton Travel Time Reports,'' Hilton's Generational Time Survey fielded by Yankelovich
Partners in July/August of 2000, explores the perceptions of time among American age segments including Generation
Y (ages 16 to 24), Generation X (ages 25 to 35), the Baby Boom Generation (ages 36 to 54) and the Mature Generation
(ages 55 to 70).
Hilton Hotels Corporation is recognized internationally as a preeminent hospitality company. The company develops,
owns, manages or franchises approximately 1,900 hotels, resorts and vacation ownership properties. Its portfolio
includes many of the world's best known and most highly regarded hotel brands, including Hilton®, Conrad(TM),
Doubletree®, Embassy Suites Hotels®, Hampton Inn®, Hampton Inn & Suites®, Harrison Conference
Centers®, Hilton Garden Inn®, Hilton Grand Vacations Company®, Homewood Suites® by Hilton, and
Red Lion Hotels & Inns®.
SOURCE: Hilton Hotels Corporation