This study explores the motivations, travel preferences, and decision-making factors influencing Millennials' and Gen Z's travel behavior in the context of luxury and wine travel with the purpose to analyze the potential success of applying the Small Luxury Group model as a strategy to increase the interest in wine tourism within this demographic. Through a multiple-choice questionnaire administered to 50 US citizens from these generations, we identified a clear trend towards experiential and people-centric travel with gastronomy and gourmet experiences as a constant interest across all age groups. Furthermore, the study highlighted the growing appeal of small luxury group travel, with frequent travelers expressing a preference for shared excursions and recognizing multiple benefits, including cost efficiency and enhanced social interactions. The findings suggest that a small luxury group with the focus in wine travel holds great potential for these demographics, provided that concerns about service quality and personalization are adequately addressed. This research was made with the support of the U.S. based Luxury Travel Agency Brickell Travel Management during the completion of a 5 months internship for the WINTOUR master program, a program affiliated to ERASMUS.