The annual ‘Travel Outlook Survey’ by International Medical Group (IMG) reveals that 35% of families have planned domestic or international trips with multiple generations in 2024. These vacations are not just about convenience or childcare assistance but are aimed at building strong relationships that bridge age gaps.  

One clear trend found in the survey for 2024 is the rise in popularity of multi-generational safaris. Anton Gillis, CEO of Kruger Gate Hotel, noted a significant increase in families booking safari trips. These adventures provide a unique opportunity for families to connect with nature and each other, enjoying the breathtaking sights of Kruger Park, including the famous Big Five.  

Another emerging trend is skip-gen travel, where grandparents take their grandchildren on vacations, bypassing the parents. This travel style has seen a notable increase in inquiries and bookings. Travel experts like Clio Wood, founder of family retreat company &Breathe, and Ollie Summers, Head of Sales at bespoke operator Scott Dunn, have observed a rising interest in these trips. Often, these journeys are to places of sentimental value to the grandparents, offering a special bonding experience with their grandchildren.  

The travel industry has been quick to cater to the skip-gen travel trend. Agencies like Mahlatini Luxury Travel and Original Travel are designing specific itineraries for this market. For instance, Mahlatini Luxury Travel has introduced skip-gen safaris, appealing to active grandparents in their 70s who are eager to share adventures with their grandchildren. Original Travel has relaunched its Bonding Holidays Collection, including a 14-day Family Ranching itinerary in the American West, aimed at fostering shared discoveries and experiences. How can travel companies continue to innovate and provide value for these unique family dynamics? 

Several societal changes could influence the future of family travel. Economic factors, such as the UK’s cost of living crisis, contribute as parents increasingly rely on the support of their financially stable, retired parents. Moreover, the global demographic shift, with more grandparents living longer due to increased life expectancy and lower birth rates, further fuels the trend toward multi-generational and skip-gen travel. Additionally, research from travel operators in the post-pandemic era suggests a renewed desire among younger generations to spend quality time with their parents and grandparents.  

Recognising the importance of these family bonds, EasyJet Holidays has launched a “grans go free” deal, encouraging families to include grandparents in their travel plans. This offer is available for trips to popular European destinations such as Spain, Greece, and Italy. Matt Callaghan, Chief Operating Officer at EasyJet Holidays, highlights the significance of grandparent-grandchild relationships and the learning opportunities they provide. This initiative aims to foster these special bonds by making it more accessible for families to travel together. 

Looking ahead, the trend of multi-generational travel appears poised for significant growth. The research highlighted by EasyJet, which forms the foundation of ‘Grans Go Free’ campaign, showed that more than half of British adults regret not spending more time with their grandparents, and many are now eager to create holiday memories with them.  

In a world that can often feel polarised, a trend that brings generations together, is very heartening. So, what’s next? Key questions now need to be asked. How can travel companies ensure their offerings are inclusive and accessible for travellers of all ages? How can they effectively listen to and incorporate feedback from diverse generations to create meaningful experiences? And what steps can be taken to make these travel opportunities more democratic and affordable for families from all economic backgrounds? These are the critical questions that must be addressed to ensure ongoing innovation aligned with what people truly desire. 

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