The Rise of Multi-Generation Travel: A Trend Redefining Family Vacations
The Eventide Penthouse Suite Experience
When TMR’s Sarah Milner stayed in the new, luxurious Eventide penthouse suite in Beaches Negril, one thing became clear: these accommodations weren’t just designed for a family of four. Instead, they offered the perfect setup for a grandparent-funded, multi-generational trip, catering seamlessly to families wishing to bond across generations in a lavish setting.
A Growing Trend
Multi-generation and skip-generation travel—which includes families where grandparents, parents, and children travel together, or just grandparents and grandchildren—has gained significant traction in recent years. Emerging from the constraints of the COVID-19 pandemic, families began prioritizing quality time together and investing in memorable travel experiences. Rather than fading away like other fleeting pandemic trends, this interest has continued to blossom, primarily fueled by grandparents who often foot the bill.
As leisure travel advisor Andrea Heagney from Direct Travel remarked, “Travel is a great way for a reunion that no one needs to host.” Families are consequently channeling their resources into travel, seeing it as an essential means of creating lasting memories.
The Financial Influence of Grandparents
According to TMR’s Multi-Generation Cruise Travel Outlook, 2022, nearly 90% of advisors in the U.S. and Canada have facilitated multi-generation trips, with 43% indicating that grandparents typically pay for the voyage. The trend is not only continuing but is seeing a growth in interest; by 2023, the Family Travel Association found that half of grandparents pay for these trips and nearly all take part in planning.
Interestingly, the skip-generation travel trend, where grandparents take their grandchildren on trips without their parents, is also on the rise. In a recent survey, 20% of grandparents noted that they had embarked on such adventures, with 25% planning to do so within the next three years.
Industry Adaptation
The hospitality industry has responded proactively to this rising demand. Family and multi-generation travel now ranks as the second-leading category sold by U.S. and Canadian travel advisors—a significant increase from just 39% to 66%. Michelle Bork of Travelmation highlighted a 20% surge in multi-gen bookings post-pandemic, emphasizing how grandparents are increasingly taking the lead in family vacations.
“What I’ve noticed is a shift toward grandparents saying, ‘we got this,’” Bork noted, marking a significant departure from past travel dynamics.
Family-Friendly Accommodations
Many resorts have begun to tailor their offerings specifically for multi-generational groups. For instance, Beaches Resorts has expanded its suite options at Beaches Negril to include the Eventide Penthouse Suites, featuring layouts perfect for larger family gatherings. With three- and four-bedroom designs that create separation and privacy, these spaces meet the unique needs of today’s extended families.
When Grandma and Grandpa manage the budget, travel experiences can quickly shift from simple getaways to luxurious holidays. Bork cited instances where grandparents book mini-suites while the parents and children stay in standard accommodations—ensuring everyone enjoys the best experience possible.
Popular Resort Choices
Travel advisors frequently recommend a range of all-inclusive resorts catering to multi-gen groups. These include Iberostar, Dreams, and Riu, which provide family-friendly amenities alongside adult-only spaces. The convenience of all-inclusive resorts is especially appealing, allowing for a variety of activities satisfying all generations’ preferences—making them ideal for group vacations.
Jacki Marks, global head of trade brands at ALG Vacations, emphasized that modern all-inclusive resorts offer unparalleled convenience as they cater to diverse interests. Featuring water parks for children and gourmet dining for adults, these properties make it easy for different generations to enjoy their time together while also having their space apart.
Gifting Experiences Over Material Goods
An emerging trend among grandparents is gifting vacations instead of traditional birthday or holiday presents. Travel has become a meaningful way to create lasting memories. The choice of a trip as a present allows for a deeper connection between generations, whether through a family reunion or a special getaway for grandparents and grandchildren.
This idea resonates strongly with those seeking to celebrate milestones, creating opportunities for family bonding that transcends everyday life.
Multi-Gen and Skip-Gen Travel: Luxurious Adventures
Luxury travel operators like Abercrombie & Kent have also taken note of the swell in multi-generational travel. Offering bespoke experiences catered to families, they highlight destinations such as Egypt and Antarctica, particularly during the winter holidays, as ideal for this type of travel. The chance to create new family stories in these extraordinary settings adds an invaluable element to gathering.
With cruise lines like Royal Caribbean and Disney Cruise Line consistently appealing to various age groups, cruises remain a popular option for multi-gen and skip-gen journeys. They provide a blend of entertainment and relaxation for all ages, ensuring that everyone finds joy in the experience.
As noted by various travel agencies and industry experts, this shift towards grandparents taking charge of family vacations reflects broader societal changes. With an aging population that is willing to spend on creating memories, the multi-generation travel trend is reshaping the landscape of family vacations. Whether through magical resort stays or ambitious travel experiences, it’s clear that meaningful time together is more valuable than ever.