An interesting article has just appeared from Accor, pointing to the phenomenon of multigenerational travel – and the opportunity that it represents.
Recently retired grandparents are keen on treating the kids to a break by taking grandchildren on holidays. So parents have time out…unless they decide to come along for the ride too: Accor identifies multigenerational travel as the top trend in 2014.
Gathering the full family tree
In many countries, “nuclear families” have prevailed over the more extended variants of yesteryear. Nuclear families comprise two adults and, possibly, their children, i.e. one generation, two at most. They do not include grandparents, great-grandparents, uncles, aunts, grandchildren and so forth. Family trees, in other words, very often only have one branch these days! And they get on with their own lives, probably because independence is more convenient now. When holidaymakers say “I’m going on holidays with my family”, they often mean “with my wife (husband) and kids.”
Travel specialist Virtuoso, however, claims that “Multigenerational Family Travel” is “the top trend” in 2014. And a recent AAA (American Automobile Association) survey shows that 36% of Americans are planning a trip with their extended family in the next 12 months, which is 4% more than in 2013.
Baby-boomers intend to enjoy family company
Baby-boomers, as it happens, are stubborn. This golden generation born during the post-war boom is determined to enjoy its ripe old age in good company. Baby-boomers saw tourism go mainstream and many of them have become full-fledged globe-trotters. Now that they have retired, they have plenty of free time and are hoping to enjoy their travels more than ever… and enjoy their full families at the same time.
Returning to roots
Many ageing baby boomers want to spend time with their grandchildren and will be delighted to take them along – with their parents, or without them if they are working. And the grandchildren will naturally be pandered as is their due.
But it takes three or more generations to make travel multigenerational. For parents, who have endured more economic downturns than grandparents, another advantage is thattravelling with the extended family can cost less. And, sometimes, the goal may be quite simply to reconnect and have a great time together.
Many families organize multigenerational trips for special occasions such as Christmas, weddings and anniversaries. Some families therefore choose to travel during traditional family events, perhaps to kill two birds with one stone at first! Then they find that these big reunions are actually quite fun and decide to get together on another occasion, just to celebrate being together: sometimes it’s as simple as that.
Entertaining every generation
This is all the more important as some families are scattered across several continents. This year, Gabriella M., who was born in Mexico and moved to France to live with her husband, organized a trip to Spain and Portugal with their Parisian children, her Mexican parents, her sister who lives in Andalucía, and her brother who works in the US.
Others have upgraded from 3G to 4G. In France, four generations from one same family flocked to a secluded country home for the summer. The house belongs to Jean-Claude and Marie-José, a couple of freshly retired baby boomers. Jean-Claude (the 2nd generation) brought his mother (the 1st generation) and their sons and daughters, who came along with their other halves (the 3rd generation) and their own children (4th generation).
There are many ways to travel with your extended family – from cruises to city visits to weekend breaks. It’s impossible not to come up with plenty of great ideas when there are people raring to go.
Not forgetting – the PANK
One final social trend, which ties in with all the above, is the Pank (Professional, Aunt, No Kids) or aunties-cum-nannies who will stop at nothing to indulge their gorgeous nephews’ and nieces’ every caprice. So, parents, remember to pack a pank for your next holiday!
For the full article on hotel industry trends drafted by the Accor Group’s communication department click here