The family that travels together stays together. Whilst the COVID-19 pandemic may be behind us, the impact that this global event on travel patterns is still something which can be felt. Family travel – including intergenerational travel – is now a priority, as travelers seek to spend more quality time together. 

International family travel has seen growth of around 90% year on year, with many popular destinations stretching across a wide variety of travel types, from trips to major cities and cultural locations, to beach holidays and family-focused adventures. Travelers also cited key travel motivators such as spending time with loved ones, increased connection, and strengthening relationships all came into play when booking these trips. 

Travel advisors play a key role in making these dream trips reality. One of the most popular sources of travel inspiration is the travel provider themselves, with one study claiming that 44% of consumers turn to the experts to shape their hard-earned escapes. This is unsurprising in the realm of family travel – after all, parents have plenty to juggle as it is! 

With intergenerational travel surging and families of all shapes and sizes on the lookout for their next break, here's our guide to selling family holidays for today's travelers.

Types of family holidays 

Using your expertise to plan the perfect family travel experience is more than just booking stays at the best family-friendly hotels - though it always helps to start with amazing accommodation options!

It's about identifying each family's needs, wants, and dynamics, whilst also considering family interests, budget, and logistics like flight and hotel availability and time of year.  

Booking everything, from accommodations to experiences, is a huge time-saver and convenience your clients will appreciate. Our robust travel booking platform makes it quick and easy to discover family holiday ideas your clients will love. Not only can you book places to stay, but you can also use search our mobility and experiences portfolio for the perfect add-ons to round out the itinerary. 

Our Booking Engine is an exclusive perk for our travel partners, so why not register your travel agency today to make the most of our expansive global portfolio?

The intergenerational holiday 

Intergenerational travel, or multigenerational travel, is when three or more generations of a family travel together. With careful, thoughtful planning, intergenerational holidays can be a memorable and meaningful experience for all members of the family. After identifying a family-friendly destination, choosing accessible transportation and accommodations that suit the family's needs is critical.  

Our Booking Engine has helpful filters to quickly identify and sort cars, minibuses, and adapted vehicles for families to travel in comfort.  

You can search top hotels, boutique hotels, vacation rentals and more to suit families of all sizes. What’s more, you can narrow down options by searching for property amenities like hot tubs, game rooms, and swimming pools. 

Here are some tips for planning the perfect intergenerational holiday: 

• Talk to at least one person from each generation and have them articulate their goals. Then, set realistic expectations based on interests, budget, and stamina.
• Enquire about accessibility. Take the time to discuss accessibility and tailor transportation, accommodations, and activities accordingly. For example, some clients may be able to handle one or two stairs whilst others cannot navigate any steps or uneven terrain. Knowing what accessibility means to your client will help you plan an inclusive holiday that meets each person's needs.
• Suggest accommodation options that have one extra room or are larger than needed. This provides flexible space for luggage, family members who need alone time, additional space for relaxing, and, sometimes, an extra bathroom. Vacation homes and villas are popular choices because everyone can stay in one place. They foster togetherness, but consider the cost and if this is practical for your clients.
• Suggest booking two vehicles instead of one. This offers the ability to branch off and do different things during the holiday. For example, some family members may want to leave the beach or theme park mid-afternoon for a nap, so they can take one vehicle whilst the other remains at the venue.
• Don't overplan. It may be tempting to pre-plan every minute, but less is more. Multigenerational trips are slower paced because multiple people with varying needs are travelling together. For example, children and older adults may need more time to get ready, need more breaks during the day, or have special dietary needs.
• When it comes to meals, it's challenging to find options that suit everyone. Suggest the family book one daily food experience together like an inclusive breakfast, a cooking class, or dinner. Booking a vacation home or villa allows for cooking some meals at home, ordering in local cuisine, and enjoying meals at restaurants.
• Travelling can be exhausting so encourage your clients to build in solo time, whether that's taking short hikes, lounging by the pool, or indulging in spa treatments. These breaks offer restful respites from the family. 

The ‘something for everybody’ holiday 

Whilst the goal of any family holiday is to foster connection and make memories, it's important that everyone's needs are met at the destination and accommodation. Here are some wish list items to accomplish these goals: 

Amenities Checklist: 

• Children: does the accommodation have cribs, playpens, and/or high chairs? Has it been childproofed? Is it filled with breakable decor like vases?
• Teens: does the accommodation have reliable Wi-Fi and is it large enough for teens to have their own space, possibly even their own bedroom?
• Parents: are there interconnected rooms to keep the family together? Are bedrooms spaced out to provide privacy and reduce noise?  
• Grandparents: does the accommodation meet their accessibility needs? Is the accommodation quiet to allow for rest and rejuvenation? 

Activities Checklist: 

• Children: does the property offer a kids' play area, daycare, kids club, or game rooms? Does the destination offer sightseeing and attractions that appeal to children, such as child-friendly beaches or theme parks?
• Teens: does the property have sports, game rooms, teen spa treatments, or a teen club?
• Parents: is there babysitting or children's camps so parents can enjoy alone time, have space to reconnect, or indulge in a quiet dinner? Are there on-property restaurants, bars, and spas?
• Grandparents: are there amenities like a card room or activities like crafts and lectures? 

The ‘making memories’ holiday 

Sometimes the accommodation, like an all-inclusive beach resort, is the destination itself. Memories can also be made doing new or once-in-a-lifetime activities as a family. Recommend add-ons to boost excitement and togetherness like boating tours, hot air balloon rides, theme park tickets, and waterpark access. 

Find experiences like this and so much more in our powerful travel booking platform for agents thanks to our expansive global portfolio. With over 23,000 activities, excursions, and tickets to choose from, its easier than ever to enhance your clients’ trips when you book with us as your travel partner.

The 'hit the road' classic road trip 

Many travel lovers have fond memories of family road trips. You can easily recreate these iconic trips with our Booking Engine's car rental search. If your clients aren’t quite the types to take the wheel (who doesn’t prefer the passenger side!), you can help your clients book standard and premium minibuses and adapted vehicles, or let them sit back and relax whilst they are driven in private minibuses and buses. 

The ‘best for value’ holiday 

Budget is often a top priority, but it's an even bigger one when considering the budgets of three or more family generations. Our Booking Engine makes it easy to efficiently find deals. Use the discount filter to search for a range of discounts, including early bookings, last-minute offers, or even child discounts. For theme park vacations, you can search for hotel and theme park packages. 

The 'let's be adventurous' holiday 

First, define what 'adventure' means for your clients. This could mean selecting a far-flung destination, trying new foods and experiencing a new culture, or indulging in adventurous activities like camping, hiking, and rafting. Once you have established your client's definition of adventure, you can use our Booking Engine to find and book activities tailored to their interests and abilities. 

Start working with your clients as soon as possible, but ideally about six months before departure. This timeframe helps your clients coordinate their school and work schedules whilst allowing for plenty of time to communicate with you and among the family the various options for an adventurous holiday. 

Of course, different markets will boast different booking behaviors, so it’s important to understand the needs of your specific market – which is also where our intelligent search and recommendation tool Insights comes in!  

Driven by live data and a powerful algorithm which learns from your interactions, Insights offers personalized destination and experience recommendations based on customer booking data in your unique market. Allowing you to offer exactly what your customers are looking for, at the right time! 

Take a closer look at Insights here!

Book family travel with us as your travel partner

Help your clients book the family holiday of their dreams. Our award-winning Booking Engine can spark inspiration for the best family holidays, from families with small children to intergenerational travel to multi-family trips. 

Exclusively for travel advisors, this powerful platform can help you build your own family travel package for your clients and cross-sell a range of travel products in one place. Key features include: 

• Access to a portfolio of 250,000+ accommodation options and 23,000+ experiences in 170+ countries.
• The ability to build a customizable family trip and add-ons for your clients by booking several elements of the trip — including accommodations, car hire, transfers, and activities like experiences and theme parks — in just one place.  
• Global transfer route coverage.  
• Unique family holiday solutions and the convenience of all documentation in one place in just a few clicks. 

Register your travel agency for free to start accommodating to the rising growth of intergenerational travel, and book your clients their perfect family travel experiences with our intuitive tools and global portfolio!