What multi-generational travellers want

As a growing number of travellers from the ‘Baby Boomer’ generation become grandparents, more families opt to travel as a group. Sue van Winsen finds out how to cater for this market.

Multi-generational travel groups, comprising family members ranging in ages from grandparents all the way down to infants, are twice as likely to stick to traditional travel channels than other leisure travellers. This is according to a survey conducted by Preferred Hotel Group in 2014 in the US to identify emerging trends in multigenerational travel.

It also emerged that the youngest members of multi-generational groups have an increasing amount of influence; 40% of grandparents and parents say their children “actively participate in or influence vacation planning”, specifically with respect to daily activities (77%) and deciding which destinations to visit (62%). It is thought that part of this can be attributed to social media, with Facebook, YouTube and Instagram fuelling wanderlust in younger travellers, who may not have considered the appeal of travel in the past...

See full article in Tourism Update