ORLANDO—Not every supplier is focused on millennials. Tauck, for one, will continue to target the parents of millennials, according to Steve Spivak, vice president of global sales for the company.

Spivak and executives in the air, ocean cruise and tour space, spoke during a panel discussion moderated by industry consultant Jeff Drew at the Ensemble Travel Group’s annual conference here.

“You don’t mess with success,” Spivak said. “There are enough people — the parents of the millennials — who are our core audience. They have earned the best travel experience they can have. They want to go farther and they better. That’s our customer.”

Delta, however, is “after every millennial we can get,” said Bob Somers, vice president of global sales. “They [millennials] are emerging high-value customers. They’ve already stayed in five-star hotels with their parents. They come into the business world with the idea of a certain style and quality and they don’t want to step down.

“Innovation, creativity and networking—that’s what millennials are about,” he said.

Royal Caribbean International considers both millennials and “new to cruise” travelers its target, said Vicki Freed, senior vice president of sales. “Our Come Seek campaign is not about showing beautiful buffets, for instance, but about cutting through the clutter of what people think ocean cruising is.”

The cruise line is designing new ships to cater to both millennials and consumers who’ve never cruised with, among other features, “the fastest internet at sea,” new dining options and hipper, edgier entertainment.

At the Apple Leisure Group, “We don’t want to label clients millennnial or not,” said Alex Zozaya, CEO, adding that there’s an overlap in terms of client profiles. “The challenge, however, is how to influence the new generation on social media and how to get them not to buy direct but use travel agents.”

Zozaya said Apple is very active in and doing more marketing, via social media. The company is also offering more products aimed at millennials including the Breathless Wellness & Spa Resorts.

“We’re giving you more tools to sell better,” he said. “We want to capture that universal new traveler.

The executives offered agents some highlights of their new developments.

Royal Caribbean’s “big” focus is now on China and Cuba as well as its new Royal Suite Class, said Freed.

Tauck’s Spivak said the company, which this year is celebrating its 90th anniversary, is concentrating on river cruising and the range of “experiences” it offers clients, especially through its partnerships with BBC Earth and Ken Burns.

“Growth in every part of the world,” is on Delta’s agenda, said Somers. That includes Asia and Latin America, particularly Brazil and Mexico, he added.

Somers called China the new “hot button” for airlines. Delta has bought a 5 percent stake in China Eastern Airlines, he noted, adding, “Shanghai will be bigger than New York and London in every way.”

Apple, meanwhile, is experiencing rapid growth although, “We don’t want to be everything to everybody,” said Zozaya. “We’re focused on leisure travel and packages.”

“The U.S. is in diapers in terms of people traveling out of the country for leisure,” he said. The percentage of Americans with passports has grown from 18 percent to 35 percent in nine years, according to Zozaya. Apple is betting on further growth in those numbers, he said.