The forgotten demographic: Catering to intergenerational family travel

In an era of hyper-segmentation, where millennials, Gen Z, solo travellers, and digital nomads dominate marketing strategies, there is a quietly booming segment of intergenerational family travellers that is largely overlooked. Think grandparents, parents, and children vacationing together, seeking not just accommodation, but shared moments, comfort, flexibility, and meaningful connection. While this group is spending more than ever before, small and medium enterprises (SMEs) often fail to design for them. For those willing to rethink experiences through a multigenerational lens, the reward is loyal customers who return with more people every time.

Intergenerational travel is no longer limited to family reunions or luxury cruises. Post-pandemic, families are prioritising time together across age groups. According to a Virtuoso report, multigenerational family travel remains one of the top three travel trends worldwide, with bookings for such experiences surging year-on-year. This is because of changing family dynamics, rising disposable incomes among older travellers, and a growing awareness of the emotional value of shared experiences.

Multigenerational travellers often seek longer stays, higher-end accommodations, and curated experiences that are inclusive across age groups. They bring varied needs, but also diverse spending power as grandparents splurge, parents plan, and kids influence choices.

Strategies for SMEs to win over intergenerational travellers

1) Design layered experiences

Think beyond one-size-fits-all tours. Offer activities that run parallel, such as a cooking workshop for adults, a treasure hunt for kids, and a tea-tasting session for seniors, all within the same venue or itinerary. These layered experiences ensure that everyone is engaged while staying connected.

2) Family suites and flexible accommodation

Skip the basic triple-sharing option. Offer interconnected rooms or family villas with a mix of beds, accessible features, and private spaces. Add amenities like blackout curtains for early sleepers, bunk beds for kids, and mobility aids for seniors. This may seem like a hospitality-only suggestion, but even adventure SMEs and tour operators can partner with local stays that support these needs. Co-creation with like-minded vendors can lead to seamless, inclusive offerings.

3) Simplify logistics

Offer transportation that accommodates strollers, wheelchairs, and heavy luggage. Provide family-focused information packs with simplified maps, emergency numbers, and age-specific recommendations. Even small tweaks like offering early check-in for families with elderly members or kid-friendly snack packs can have a big impact. In a market that remembers how you made them feel, these extras drive word-of-mouth referrals.

4) Storytelling that speaks to everyone

Your content should reflect real families, different ages, skin tones, and abilities. Use your social channels and website to show experiences where a grandfather and granddaughter are learning pottery together or a mother and son are trying local street food side by side. Highlight multi-age bonding, not just locations. This emotional storytelling builds trust and relatability.

5) Leverage cultural and educational themes

Experiences rooted in storytelling, heritage, or skill-building naturally attract a wide age range. Think farm visits, traditional craft demos, or folklore performances. These experiences bridge the generation gap and create shared memories. Moreover, many grandparents and parents prioritise learning when travelling with children. SMEs that offer these deeper, educational engagements can charge premium pricing for the added value.

6) Build itinerary flexibility

Multigenerational travellers need breathing room as older members may tire easily, while kids have erratic energy spurts. Design modular itineraries with optional add-ons and built-in rest days. SMEs that provide choice and autonomy within structure will always win over families juggling multiple preferences.

Rethink the extras

• Multilingual guides to help elders who may not speak English comfortably.

• Quiet zones or noise-cancelling headphones for sensory-sensitive members.

• Cultural sensitivity in food offerings for older generations and picky eaters.

• Digital detox days to encourage face-to-face bonding.

For SMEs, catering to multigenerational travellers is about future-proofing the business. These groups return often, celebrate milestones together, and spend across age categories, from toy stores to wellness spas. SMEs that tune in to this group’s unique rhythm will unlock loyalty, scale, and visibility.

‍