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In Focus: How to tap into the growing popularity of multigenerational bookings

Special ReportSep 23, 2025by Isobel Turner

Brands are reshaping their offerings to cater to larger groups, giving agents a valuable opportunity to secure bigger bookings

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Gone are the days when family holidays would be limited to just two generations. Now, it’s not only parents and their children jetting off together – they’re taking grandparents and sometimes even great-grandparents along with them.

In fact, research from travel agency network Virtuoso has revealed that 64% of global luxury travellers are holidaying with multiple generations, while trend forecasting agency Globetrender predicts 2025 will be the first year that as many as seven generations will be taking a trip together. So, with more people to accommodate (and to satisfy), how can agents and operators ensure they’re not missing out on the opportunity to capitalise on this burgeoning trend?

Industry insights

The concept of a family holiday is by no means a new phenomenon, but as increasing numbers of consumers place greater importance on enjoying time with loved ones (63% of people go on holiday to spend quality time with family, according to Abta), multigenerational bookings are skyrocketing.

This is certainly the case for Elegant Resorts, which reports that multigenerational and group bookings represent 26% of its summer sales, marking a seven percentage point increase from last year. Luxury sales and marketing company Seamless Travel Marketing has also seen growth in this area, according to director Scott Langridge. Speaking about the trend, he says: “It’s absolutely a market we’re targeting. With things like guaranteed interconnected rooms, large suites and bigger dinners, there’s certainly been more of a demand this year than I’ve seen before.”

Carrier’s head of product Rebecca Turner notes an uptick in the number of clients embarking on bigger family holidays, both in terms of size and budget. “Bookings for more than 10 people remain strong, with an average booking value of £84,000,” she says. “Our data shows that 77% of these larger bookings are multigenerational families with children under 12, marking a 7% increase from last year.”

Agents are also hearing the demand for this travel style loud and clear. Francesca Mendola, managing director of agency community Global Travel Collection UK, told delegates at Aspire’s 2025 Leaders of Luxury conference that the group has seen “around a 15%-20%” increase in multigenerational bookings. She noted the importance of quality family time, the desire for which is reportedly driving sales.

“We’re all so busy in our day-to-day lives, so I think this concept of going away as a family with your grandparents and parents, and having two weeks of solid time, instead of perhaps just a couple of hours on a Sunday, [is really important],” she says.

Tailored trips

Far from a passing fad, many hotel groups, cruise lines and tour operators have begun to modify their offerings to accommodate bigger family groups and the range of different needs that comes with them.

With three new ships set to launch between now and 2028, Explora Journeys is in prime position to tap into this growing trend. At Leaders of Luxury, Antonio Paradiso, UK and Ireland managing director of MSC Cruises and Explora Journeys, said: “There will definitely be an offering that will cater for this particular share of the marketplace [multigenerational groups]. With suites, it is very easy to play with – it’s the perfect set-up for multigenerational travel.”

Back on dry land, One&Only Resorts has responded to the growth of this travel type by adapting the accommodation offering at its soon-to-launch properties.

“You’ll see with all our new resorts coming up, or ones that have been built in the past two to three years, that we’ve added the private home element,” says Lize Smit, account director at One&Only parent company Kerzner International. “This is because we find you have the family that wants to spend time together, but also wants the space to be apart.”

This is a sentiment echoed by IHG Hotels and Resorts’ vice-president of global luxury brands, Tom Rowntree. Across its portfolio, which includes Six Senses and Regent, Rowntree says the role of villas has become “far more important than it ever was previously”, emphasising that having space for families to come together while ensuring the accessibility needs of older generations are met is “absolutely key”.

Electing for a hotel villa is certainly a tempting option, with the opportunity to have your own space without being too far from on-site amenities. However, for families seeking a greater level of privacy, there’s an ever-growing selection of standalone villas.

With a portfolio spanning 25 countries, villa specialist Oliver’s Travels offers more than 9,000 private homes, which are particularly popular with multigenerational groups. The operator’s partnership lead, Fern Higgins, believes offering ample room for everyone is one of the main draws of staying in a villa, explaining how “it’s all about balancing shared experiences with privacy and comfort across generations”.

One of the company’s most popular options is The Secret Hamlet, which boasts 11 bedrooms spread across six buildings, as well as large communal areas and expansive gardens. Of all the bookings made at this property in France’s Loire Valley over the past year, 70% have been for multigenerational groups.

Family fun

Of course, choosing accommodation is only half the equation – deciding on a destination also presents a world of choice. According to Elegant Resorts’ summer booking trends report, half of its villa enquiries are for the Caribbean and 30% for Europe, while for Carrier, the destinations most frequently selected for multigenerational trips include Greece, Spain and the UAE.

However, family holidays need not be synonymous with far-flung destinations. Closer to home, independent British property specialist PoB Hotels has launched a series of family-focused UK breaks. The Pride and Joy collection encompasses everything from beaver safaris in the Cairngorms to navigating underground caves in Somerset. The itineraries bring together experiences that are “as enriching for adults as they are exciting for children”, according to the group’s chief executive, Kalindi Juneja, who describes how the programmes have been designed to “celebrate the magic of multigenerational travel”.

It’s a magic now seen across the luxury travel sector, as more and more agents and operators tap into this growing trend.

Selling tips

Many families are turning to agents and operators to ensure their trip ticks all the boxes. According to Fern Higgins of Oliver’s Travels, agents should look for homes with separate wings or annexes to afford everyone the space they need, particularly villas with ground-floor bedrooms for grandparents who might have accessibility requirements. “Proximity to towns, beaches and transport links is essential, as is ensuring the villa suits the kids’ ages,” she says.

“Think games rooms, child-friendly pools or even pizza ovens.” Booking holidays for multigenerational groups also provides agents with the chance to upsell and add extra touches, as these trips often coincide with special occasions. Travel Counsellors’ Amanda Barrett, who books family holidays for many combinations of guests, says: “These trips are driven by a desire for quality family time, often to celebrate milestones. As families seek more meaningful experiences and shared memories, I can only see [the trend’s] popularity increasing.”