Multigenerational travel refers to trips that typically involve family members from three or more generations, such as children, parents and grandparents. These trips represent an opportunity for families to strengthen their bonds through shared experiences.
NB: This is an article from Little Hotelier, one of our Expert Partners
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This fast-growing trend presents an opportunity that smart hoteliers are looking to capitalise on.
With family members often living in different cities and managing demanding schedules, dedicated travel time offers rare opportunities to connect across generations. Multigenerational travel solves this challenge by giving families dedicated time without the distractions of work and other responsibilities. For parents, multigenerational travel means having grandparents available to help with childcare, making the trip more relaxing for everyone.
Forward-thinking hotels are beginning to recognise the opportunity presented by the multigenerational travel segment. Attracting these large and often big-spending groups is about offering rooms and amenities that cater to their unique needs. Adjoining rooms, communal spaces, flexible itineraries and a wide range of services and amenities are key to securing the business of multigenerational guests.
This article provides actionable strategies to help small, independent hotels capture multigenerational bookings and turn them into repeat business.
Why is multigenerational travel growing?
Multigenerational travel is growing because families separated by distance and demanding schedules are prioritising dedicated time together through shared travel experiences. They seek accommodations that cater to all ages simultaneously – from accessible rooms for grandparents, to family-friendly activities for children. This trend represents a significant opportunity for independent hoteliers to attract larger bookings and cultivate loyal, repeat guests.
Multigenerational travel statistics reveal the growth in this trend. According to one study, 60% of parents cite time with grandparents as their most cherished childhood vacation memories, while 72% of children express an interest in travelling with their grandparents. Additionally 47% of travellers today say they’re opting for a multigenerational or family trip, a 17% increase from the previous year.
Independent hotels are uniquely positioned to serve these groups. Unlike large chains with standardised offerings, small properties can adapt quickly to family needs – whether it’s arranging interconnecting rooms, adjusting meal times, or creating custom experiences. This flexibility, combined with personalised service, creates the memorable stays that turn first-time family guests into loyal returning visitors.
