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.

Lindsey Ueberroth, President and CEO of Preferred Hotel Group, says: “While the growth of multi-generational travel has been abuzz in the hospitality industry for several years, shifts in economy, new technology and even contemporary parenting have had a measurable impact on how multigenerational travel is packaged, planned, taken and paid for. This is multi-generational travel 2.0.”

Some other interesting findings include that the definition of family has expanded to not only include grandparents, parents and children but also siblings (31%), nephews and nieces (20%) and non-relative friends (20%). Among travellers who took a multi-generational trip in 2013, 77% said they would try do the same every year, while 35% said they intended to visit the same destination on every trip.

Ross Kennedy, CEO of Africa Albida Tourism, says for the most part, the ages in the multigenerational groups he sees usually range from 10 years through to parents and grandparents. He notes that there is a common interest in seeking to share special moments with and through the eyes and minds of their families. “And often, of course, Grandad ends up paying!” he adds.

This trend for grandparents to pick up the bill also emerged in the Preferred Hotel Group survey, with 35% of grandparents paying for the trips, followed by the parents at 25%. This was to “help family members enjoy a vacation they otherwise could not afford”.

Viki Haasbroek, Media and Brand Manager for Thompsons Africa, notes that one of the reasons people tend to travel as multi-generational family groups, is that an increasing number of families are spread across different cities. “Also, in an increasingly digitised world, there are fewer and fewer opportunities for families to spend quality time together.

These sentiments were also echoed in the Preferred Hotel Group survey, which confirmed a desire to “spend more time with family on vacation” was the primary motivation for leisure travel. According to the study, this is now amplified by the frenetic pace of contemporary life and corresponding sense of guilt many parents feel about not having enough time to spend with their children.

“For these reasons, it’s important to consider offering multi-generational groups fully inclusive and well-thought-out packages, with unique experiences that cater for all ages within the group,” says Haasbroek. “It is also important to allow for plenty of free time to relax and enjoy ‘down-time’ together.”

In terms of destination choice, multi-generational family groups tend to select destinations that can offer experiences, interactions, locations and activities that create real engagement and learning opportunities, says Kennedy. “Equally as important, they make decisions based on the potential for creating memories and establishing new life values. We see grandparents challenging their grandchildren to recalibrate their ‘First World assumptions’, material values and views, and take away some new knowledge and benchmarks for their life and careers.”

However, Bernard Roode, MD of Kapama Private Game Reserve, warns that it is important to keep in mind that each multigenerational group is likely to have different interests, so operators should be wary of applying a ‘one size fits all’ approach to this market. “On one hand, you may find some active families that want an action-packed safari adventure and [to] be kept busy with game drives, walks and activities for the entire day, while others prefer a more relaxing holiday where the adults can unwind while the kids are entertained by dedicated staff,” says Roode.

He advises operators and accommodation providers to get to know their guests as early in the travel process as possible in order to tailor their itinerary to their specific holiday requirements. “Most guests need to be guided through the planning process of their trips, and skilful staff are very important when dealing with these kind of groups,” adds Roode.