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.