Multi-generational travel is undoubtedly a growing sector of the group travel market. According to the Family Travel Association (FTA) 2023 U.S. Family Travel Survey, over 50% of parents say they're planning to travel with both their grandparents and children, indicating more family groups on the road.
MULTI-GENERATIONAL TRAVEL'S POPULARITY
Ken Shapiro, President of the Board for FTA, says a growing number of parents see a benefit in traveling in family groups.
"Coming out of the pandemic, there was a big desire to spend time with loved ones, and combining that with a much-needed vacation was a win-win," Shapiro said. "These days, we also see that multi-generational travel provides great opportunities to do a variety of activities—some with the whole group and other times just with the smaller family unit."
Peter Bopp, FTA's Director of Research, agrees, noting multi-generational travel has always been strong but continues to grow, with a couple themes emerging from their collected data.
"The motivations behind multi-generational travel are driven by a desire to bond as a family, and for family travel to provide the ability of parents and grandparents to spend more quality time with their children or grandchildren away from the demands of daily life," Bopp shared. "Parents and grandparents also like the ability to create special memories for their children and grandchildren, and to enhance their children's education through travel's ability to provide cultural, social and historical insights."
HOW GROUP TRAVEL PROS CAN BE A PART OF IT ALL
The demand for tour operators and travel advisors within this sector is strong, seeing as so much planning goes into these kinds of trips.
"Traveling families have a lot of stress points and sometimes very specific needs," Shapiro explained. "A travel advisor or tour operator that helps alleviate those pain points can win customers for life. Parents are so overwhelmed these days that having someone who makes the planning easier is a huge relief—whether that's booking a group at an all-inclusive where they don't have to worry about meals or with tour operators who can handle all the logistics and activities."
Bopp says tour operators and travel advisors can best capitalize on the demand for multi-generational travel by creating products tailored to this market's needs and being knowledgeable about offerings that meet customer interest.
"Multi-generational travel planning is more complex than nuclear family travel, as it involves different generations with different interests, needs and travel styles," Bopp said. "Demonstrating expertise and desire to cater to the needs of multi-generational family travelers is critical to capturing your piece of this growing pie. Marketing your special offerings for multi-gen families and ensuring you provide personalized service at every step of the planning and delivery process will be the best way to capture market share."
Special occasions and milestones such as anniversaries, birthdays and graduations are also worth capitalizing upon.
"These occasions can be incorporated into tailored products and services offered to families and can be themes for marketing and sales campaigns to build business," said Bopp, recommending joining associations such as the FTA and becoming certified family travel providers/advisors to build your business.
ADDITIONAL CONSIDERATIONS
Multi-generational travel is poised to continue on its upward trajectory, therefore making it a profitable segment of the industry worthy of increased focus. Shapiro recommends keeping a few factors in mind if you're currently planning or want to begin planning multi-generational travel.
"Be flexible and provide opportunities for the group to be together sometimes, but also be apart at others," Shapiro said, noting that like many travelers these days, multi-generational groups crave activities that are special and unique. "Today's parents—and grandparents—are not slowing down as they get older. Don't be afraid to suggest adventurous activities just because some of the people in the group are a bit more mature."
Finally, he adds, tour operators and travel advisors should be sure to get the kids involved in the planning process.
"All the research shows that having the kids involved early on makes the trip go smoother for everyone."
Written by Sarah Suydam, Managing Editor for Groups Today.
This article originally appeared in the Sept/Oct '24 issue of Groups Today.