The Multigenerational Boom: How DMOs Can Tap into Family Travel

family members on a beach
by Lauren Fox
Marketing Manager

Multigenerational travel is on the rise, offering DMOs a great opportunity to position themselves as a top destination choice for family getaways. As families grow and evolve, the desire to create shared experiences across generations is becoming more and more popular. In fact, a recent study showed that 55% of parents are planning a multigenerational trip in the next year, and 40% of grandparents are likely to take one in the next three years. 

On my first trip to New York City in 2014, my family traveled with multiple generations, including my grandma, parents, siblings and extended family. That trip made such a lasting impression that I’ve since returned to NYC quite a few times. If it hadn't been for such a meaningful experience during that initial trip, I might not have felt as compelled to return.

And that’s exactly the feeling that DMOs have the opportunity to tap into. By creating positive experiences for multigenerational travelers, they have the potential to engage a diverse range of travelers and foster lasting loyalty across generations.

Understanding the Multigenerational Segment

There are two main types of extended family travel: multigenerational travel and skip-generational travel. Multigenerational travel, the more common of the two, typically includes grandparents, parents and children traveling together. Skip-generational travel, when grandparents travel with just their grandchildren, is also a growing trend worth watching.

Since children, parents and grandparents span several generations, it’s important to understand their unique travel preferences when it comes to planning, booking, and experiencing travel so you know where and how to reach them. Our research with Future Partners, “Traveler Segments, Powered by The State of the American Traveler” highlights these insights:  

  • Optimism for Travel: Travelers across all generations are optimistic about travel, with more than 84% of each generation expressing excitement for travel in the next 12 months.  
  • Planning Windows: Younger travelers, such as Gen Z and Millennials, tend to have shorter planning windows and are more open to spontaneous trips. Older travelers, particularly Boomers, generally prefer to start planning more than 12 weeks in advance.
  • International Travel: Millennials indicate a stronger passion for international travel than the rest, with more than 50% expressing a desire to explore abroad.
  • Travel Motivations: While relaxation is a top motivator across all generations, different generations define relaxation in their own ways. Older generations often seek relaxation through visiting family and relatives, while younger travelers focus on escaping daily stresses and prioritizing self-care.
  • Travel Planning: The generational divide is most evident in how travelers gain inspiration and plan their travels. Younger travelers rely heavily on digital influencers, social media and online video, while older generations prefer more traditional channels, like websites and email.

The Value of Multigenerational Travel

Multigenerational trips aren’t just a trend; they comprise a travel segment that DMOs can tap into to drive long-term growth. By positioning themselves strongly to this group, DMOs can foster loyalty that could extend beyond just one trip. Engaging with this group allows DMOs to build brand affinity among the youngest generations while leveraging the spending power of older ones.

Financially, grandparents often play a key role in covering a significant portion of trip expenses, with half of them covering the multigenerational trip costs and 90% covering skip-generation trip costs. Boomers currently make up the largest segment of grandparents surveyed and have the largest travel budgets, indicating they’d spend up to $6,459 on average for travel in the next 12 months. This audience is full of potential for DMOs to target with tailored messaging and offers.

Research of Boomers spend on travel

Beyond the financial aspect, multigenerational trips strengthen family bonds and create shared memories, and the impact these trips have on children is significant. Research from the Family Travel Association shows that 84% of parents believe travel helps their children become more adaptable and open to new experiences, and 48% of grandparents note that their grandkids are more adventurous as a result of these shared trips. The key is to recognize the long-term value of reaching this group and the potential for repeat visitation in the future.

Strategies to Tap into Multigenerational Travel

To successfully attract multigenerational travelers, DMOs need to tailor their strategies to meet the unique needs of these family groups. By offering experiences that cater to a wide range of preferences, ages and abilities and by targeting marketing efforts on the channels where these audiences engage, destinations can connect with the right decision makers while ensuring each family member has a memorable time.

Tailor Your Marketing to Your Audience

DMOs need to adapt their marketing strategies to connect with families across a variety of platforms and touchpoints. A siloed strategy won’t resonate across the different generations, so having a multichannel strategy allows you to appeal to each individual family member, thus winning over the group. A great way to do this is by customizing content and its distribution based on both interests and age groups.

For example, Boomers and Gen X are typically most receptive to traditional marketing channels and are focused on bonding with their family and making happy memories. Effective strategies could include:

  • Email campaigns using segmentation to feature personalized content Websites that are user-friendly and provide helpful travel resources and information
  • Promotion of group discounts, family itineraries and other exclusive offerings to encourage bookings

Younger travelers, like Gen Z and Millennials, are generally more engaged with social media and digital platforms for travel inspiration and booking. Effective strategies to reach them could include:

  • Short-format video like TikTok and Instagram Reels to showcase cool and unique experiences they would enjoy
  • Partnerships with younger or family-focused influencers sharing relatable content and practical tips
  • Social media campaigns highlighting off-the-beaten path ideas, family-focused activities and accommodations

Highlight Family-Friendly Content

Developing family-friendly itineraries and landing pages with content tailored to all ages can help make the travel planning process easier for multigenerational trips. By highlighting age inclusive options— attractions, activities, accommodations and dining—in one dedicated place, DMOs can ensure that families quickly find activities that appeal to everyone. 

Destinations like Washington DCDiscover Puerto RicoSan Diego Tourism AuthorityExperience Kissimmee have created specific sections of their websites that fully focus on travel for families. A standout example is Destin Fort Walton Beach’s “Little Adventures” initiative, which highlights unique, kid-friendly activities and even allows families to personalize suggestions by entering their kids' ages, price range and duration, making it easier for families to find something for everyone. From tours and ways to explore on your own to fishing and surfing lessons, each Little Adventure is designed to entertain and educate young travelers. It’s a great example of how destinations can cater to multigenerational travel, offering experiences that engage the whole family. 
For more on Little Adventures, check out the keynote presentation from Jennifer Adams, Director of Destin-Fort Walton Beach, at Destinations International’s 2024 Annual Convention.

Little Adventures by Destin-Fort Walton Beach

Prioritize Accessibility for All Ages and Mobility Levels

When families travel together, there’s a good chance someone among the group might have a disability. In fact, travelers with disabilities make up approximately one-fifth of all U.S. travelers. Older Americans are more likely to be disabled than younger ones, according to Pew Research, which means that grandparents, who play a key role in planning and paying for vacations, might consider accessibility one of the more important aspects of a potential vacation spot. Ensuring your destination is accessible not only benefits this group but also enhances the experience for all visitors. Highlighting local businesses and attractions that accommodate travelers with limited mobility and diverse needs can aid families in confidently identifying options where they’d be most comfortable. 

Visit Myrtle Beach has set a high standard for inclusive travel. Beyond offering accessible options for travelers, they’ve made a strong commitment to creating an autism-friendly experience. Home to the first certified autism-friendly destination, they provide a dedicated landing page featuring autism-friendly itineraries, sensory tips and a range of resources for families. They’re currently developing a video series that follows families navigating travel with a family member on the autism spectrum to share tips and experiences with similar travelers and show them that everyone is welcome in their destination.

Our article, “Creating Inclusive Destinations for Travelers with Disabilities,” shares more tips on ways to make destinations more welcoming for all.

Screenshot of Visit Myrtle Beach's website

Multigenerational travel is here to stay, especially as families continue to want meaningful ways to experience travel together. DMOs who recognize this opportunity by offering a family-friendly experience can position themselves as an appealing location for the next family getaway—and forge strong emotional connections to increase the chance for repeat visits.

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