Millennials and Boomers may have different perspectives on many things in life, but there’s one thing they seem to agree on – vacationing together. The industry is seeing a rise in multi-generational family travel, in which kids, parents, grandparents, aunts, uncles and cousins are all opting to spend quality time together instead of traveling solo.
Multi-generational travel accounted for an estimated 33 percent to 40 percent of $270 billion in leisure travel in 2015, with 47 percent of travelers aged 45 and older planning to take at least one multi-generational family trip within a year, according to a study by the Family Travel Association.
This year, Visit California is investing $7 million on behalf of the industry in creative approach that positions the Golden State as the best family destination in the world. Recent travel research reveals that international family travelers are actively seeking new family-friendly adventures and are heavily influenced by their children when picking a destination.
As the industry gears up for peak travel season, Visit California’s “Kids Unplugged” TV commercial highlights the state’s many kid-friendly attractions and destinations, inspiring multi-generational travelers to choose California.
Multi-generational travel benefits the family by bringing everyone together and bridging the generation gap, connecting adults with youth and grandparents with grandchildren, according to AARP research. Couples can take advantage of some alone time, with family members serving as babysitters and kids entertaining each other. The research also found these travelers are pleased with their family adventures – 98 percent of those surveyed said they were “highly satisfied” with their experience.
To ensure a seamless and smooth multi-generational trip, hotels and travel agents are simplifying the planning process and packaging “experiences” that can unite groups with diverse ages, personalities and interests. Destinations and attractions also have multi-generational travelers in mind when marketing an experience.
“Our heritage is entirely about the concept of multi-generational travel,” said Lynn Clark, Vice President of Domestic Travel Industry and Destination Sales, Disney Destinations. “Our founder, Walt Disney, sat on a park bench one afternoon in the early 1950s and as he watched his kids play on a merry-go-round, he began imagining a place where grown-ups and children can play together, a place that had something for everyone. These principles are as important today as they were on our opening day in 1955.”
Disney’s three on-property resort hotels also are designed entirely for multi-generational travel, Clark said.
“The hotels are just steps away from the theme parks, meaning little ones can take mid-day naps while teens enjoy the parks,” Clark said. “Or families can take a mid-day swim in our pools before getting ready for an evening of fun and fireworks. There’s dining options, shopping, and a wonderfully close proximity to the Downtown Disney District for adult guests. Our product is carefully designed to provide experiences for everyone.”
Finding a common denominator to help the group bond together is key, as is picking a destination with a wide range of activities to satisfy every member of the family. Vacationers are choosing these destinations based on common passions — age is just a number for these family members looking to build lasting memories through travel.
How is your destination marketing to multi-generational family travelers? Share your insights below.
12/9/2014 0 Comments
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