Multigenerational travel is set to become a cornerstone of the travel industry as we hit 2025.
In fact, an estimated 50% of parents are planning to travel with their children and their children’s grandparents in the next year…and the trend is set to keep on rising.
With economic pressures growing across the world, the number of ‘multi-gen’ households has increased hugely and this is beginning to extend to people’s holiday choices as costs continue to rise; some members of the ‘Boomer’ generation are even preferring to fund family trips rather than passing down heavily taxed inheritances.
This shift in how families value memories and experiences over material wealth has had a huge impact on the travel sector. So, what is the best way to capitalize on new travel spending trends?
Understanding Multigenerational Travel Needs
First, we must understand the groups that will travel in this new way and the travel needs that vary from generation to generation; of course, we are talking about an age range of between 0 and 100 years old!
Curating experiences that can involve the whole family is crucial, but individual needs must be considered too.
Family cruises, for example, are the perfect way to cater to multiple generations as they have the capability to provide a huge variety of activities, massive scope for culinary needs, health care options, child care, masses of entertainment and cater to most types of accessibility.
So how can we identify what exactly it is that these multi-generational groups need? Let’s take a look at some tips that will allow these trends to be capitalised upon.
1 Offer customisation and flexibility
Being a travel agent requires a vast knowledge of the travel industry, so make the most of your wealth of knowledge and that of your colleagues by offering as much flexibility and customisation as possible.
Designing itineraries with flexible pacing that include both active excursions, like hiking, snorkelling and restful retreats, like beachside fun and wellness spas. Offering personalised serviced and tailored trips that appeal to every member of the family will appeal to multi-gen groups in a big way.
In addition to itineraries, entertainment is a huge part of reaching out to all ages as they holiday; kids need options like kids clubs, creche services and early years care, while teen lounges and adult specific entertainment will mean each group will have their needs catered too.
Families will be expecting a service that matches their needs and a third of Aussie travelers have expressed frustration when dealing with multigenerational interests, so having the ability to provide this will be crucial in capturing your audience and offering the best vacations for multi-generational families.
2 Focus on sustainability and wellness
Sustainability should be at the heart of everything we do in the modern world and the travel industry has a huge part to play here.
Promoting eco-friendly destinations will resonate with families looking to minimise their carbon footprint and environmental impact, particularly with younger families.
Offering services like carbon offsetting or options to stay in eco-friendly destinations can make a huge difference; with around 75% of travelers seeking more sustainable travel options, it makes an awful lot of sense to offer these options.
3 Consider accessibility for older travellers
If you’re creating a holiday for travellers with ages that span from children to grandparents, then taking into account accessibility needs and sourcing accommodations that cater to the mobility and health needs of older travellers is a crucial step.
Agents should be looking to work with locations that offer accessible transportation, services for those who struggle with traversing stairs and senior-friendly options.
As families that are travelling together age, children become more mobile but adults can begin to struggle with mobility, so pay attention to the mobility needs of your group.
These family travel trends are not going anywhere, so catering to them will mean cornering a sizable portion of the market.
4 Capitalise on family reunions and celebrations
With the so-called ‘mega-trip’ on the rise celebrating milestones like anniversaries or birthdays, offering large group booking options is becoming a much larger part of the industry.
As we already know, groups are opting for once-in-a-lifetime trips for the entire family using money otherwise designated for inheritance, so offering locations that can meet the needs of a large family can be a great way to bring in large groups.
Families traveling together will be looking to make memories through experiences, so locations that combine culture, adventure, food and entertainment are something agents should be looking to curate.
A growing opportunity for agents
During 2025 multigenerational trips will continue to grow in popularity, providing travel agents and the industry in general with a unique opportunity to capture a booming market with tailored services, multigenerational options and options for the family that will create life-long memories.
Offering sustainable trips to large groups that transcend traditional age ranges, while offering wellness options, adventure, activities and excitement for all ages, there is the opportunity for the travel sector to lead the way for multi-gen holidayers; the secret lies in adaptability, customisation and personalised service for those looking to entertain the whole family.
James is a seasoned fitness and travel journalist passionate about cycling and sailing. Beyond his athletic endeavours and globetrotting he cherishes time spent hosting vibrant barbeque quiz nights and delving into the intriguing world of crime fiction. Connect with James on X!
