Booking.com has unveiled its Gen.Voyage! research on intergenerational travel in Asia Pacific (APAC), showcasing insights garnered from over 8,000 travellers across 11 markets and territories in the region including Australia. The research, a first-of-its-kind in APAC, examines the prevalence of intergenerational travel where grandparents, parents, children and other extended family members travel together for leisure.
A new chapter in family travel
Across APAC, multigenerational households are 43% more common than the global average. This cultural emphasis on extended family living significantly influences how families approach travel as well, with shared family values and close-knit relationships shaping their vacation choices. Booking.com conducted this research to better understand how family dynamics across generations could influence travel behaviour and decision-making, offering fresh insights into a travel approach that is particularly relevant in this region.
Intergenerational travel brings families closer together, with 47% of Australian travellers valuing reconnecting with family they don’t often meet, while 42% highlight the joy of bonding and creating lasting memories with loved ones. Almost a third (31%) enjoyed the cost-saving aspect of sharing a holiday, whilst 31% also cherished the family celebrations they experienced whilst travelling together.
Planning a trip that delights every generation
Planning a family vacation that satisfies everyone — from seasoned grandparents to the energetic kids and even the occasionally moody cousin — is no small feat. Families often grapple with clashing interests (29%), balancing energy levels (27%), and the lack of privacy and personal space (24%). Increased planning complexities (23%), and challenges with transportation (23%) can further complicate the travel experience.
The secret to a successful trip? Creating experiences that resonate across generations. 13% of Aussie families enjoy travelling for reunions or special occasions, seeing these moments as a chance to unite and celebrate milestones together. Visiting relatives (14%) is another favoured choice, allowing families to deepen their bonds and experience local cultures.
Across APAC, Millennials were revealed to often take the lead in planning family trips, driving 48% of travel arrangements with their tech-savvy approach. Yet, it’s not a one-person show — Gen Zs are eager to chip in, with 47% co-planning and personalising itineraries. Baby Boomers, on the other hand, tend to take a backseat, with only 23% actively involved in planning.
When it comes to trip duration, most families find that 4 to 6 days is the sweet spot — long enough to relax, short enough to avoid travel fatigue. In booking their adventures, families show a surprising flair for spontaneity. Over half (51%) of travellers are open to last-minute getaways, booking their trips with less than a month’s notice. This spontaneous spirit even extends to vacations longer than 6 days, with 40% also booking within a month.
Aussie families crave convenience and care when making accommodation choices for their holidays. Hotels remain the go-to for over half of Aussie families (52%), with resorts following as the preferred option for nearly a third (32%). A growing trend is emerging towards unique stays — around 8% of families are drawn to culturally immersive stays such as ryokans, hanoks, homesteads, treehouses, and longhouses, adding a touch of local flavour and adventure to their trips. Regardless of the type, practical considerations are paramount affordability (45%), proximity to attractions (30%), and kitchen amenities (29%) lead the decision-making process.
Destinations capturing the hearts of families
Not surprisingly, affordability (58%), safety (41%), and family-friendly attractions and activities (32%) top the list of priorities when Australian families choose their travel destinations. While environmental sustainability (8%) and educational experiences (8%) are appreciated, they take a backseat to these core concerns.
42% of travellers prefer to travel to domestic destinations, benefitting from shorter travel distances and familiarity with local customs. Meanwhile, 39% crave the excitement of international travel, eager for new experiences and cultural encounters.
Search data on Booking.com reveals the key destinations Aussies are travelling to during the Christmas period. Internationally, Tokyo has moved up a rank, claiming the top spot thanks to its blend of cultural allure, and diverse activities. Meanwhile, Bali is still a clear favourite with three destinations on the island featured in the top 10. Looking closer to home, Gold Coast is the top domestic destination for the summer period, followed by city hotspots Sydney and Melbourne. Surprisingly, Cairns, Adelaide, and Airlie Beach have all climbed the ranks to cement their place on the list.
| Top international destinations | Top domestic destinations | ||
| 1 | Tokyo, Japan +1 | 1 | Gold Coast |
| 2 | Seminyak, Bali | 2 | Sydney |
| 3 | Singapore | 3 | Melbourne |
| 4 | Bangkok, Thailand +5 | 4 | Cairns +1 |
| 5 | New York, USA +3 | 5 | Brisbane |
| 6 | Patong Beach, Thailand | 6 | Perth |
| 7 | Canggu, Bali | 7 | Adelaide +1 |
| 8 | Dubai, United Arab Emirates | 8 | Hobart |
| 9 | London, United Kingdom +5 | 9 | Byron Bay |
| 10 | Ubud, Bali | 10 | Airlie Beach +3 |
“More than ever, we’re seeing a growing trend in families travelling together, bridging intergenerational gaps and creating shared experiences that result in richer familial bonds”, said Todd Lacey, Booking.com’s Regional Manager for Oceania.
“The research highlights some of the potential challenges that come with travelling in a mixed-generation group, whilst also shining a light on the elements that make a trip like this so memorable and worthwhile. It represents an opportunity for Booking.com and the travel sector to tailor their offering for families in Australia, and the specific ways they like to holiday, allowing them to experience the world across generations.”
The study was created in collaboration with global consumer research platform GWI. For more details on the study and to explore the full report, visit here.
