Summer is on its way and with that the demand for family travel will soar. And while summer has always been the perfect time for family getaways, we’re seeing a big post-covid trend in our industry: Multi-generational travel.

In the past, the classic combo for family travel has been mum, dad and the kid(s). But increasingly clients are looking for a vacation which can also include the grandparents, aunts, uncles and cousins, and beyond. Hence the term ‘multi-generational.’

Why the change?

Families live farther apart these days and their opportunities for get togethers are fewer. Older generations – particularly boomer grandparents – are valuing that time together and willing to foot at least part of the bill. And as they age, they are concerned that there might not be too many of these family vacations in their future.

The discovery call (where you will be briefing the client as to wants, needs and budget) is even more important for a multi-gen trip. Who will be your point of contact? Who is the decision maker? And most important of all, who is paying? There may be all sorts of combinations from the grandparents paying 100% or giving each family member an ‘allowance’ towards the trip, or parents paying 100% for themselves and their kids.

When noting the family’s details, be sure to get the age the youngsters will be at time of travel. That baby now under two may, by the time the trip happens, be three and needing their

own aircraft seat. The 12 year old may be 13, and no longer eligible for free hotel stays.

When it comes to vacation options, perhaps the most hassle-free is an all-inclusive resort. Beach vacations often have something to please everyone. Pay one price and have all meals and beverages included along with some activities (though you’ll want to suggest some custom outings such as the Smith family group outing for just them – or some of them).

Ditto for a cruise. Who in the group has cruised before – with which line and to where? What was their experience?

Whether it’s a cruise or an all-inclusive you are researching, be sure to check into the facilities for kids – especially teens, often the toughest customers.

FITs of course are an option but chances are more work – though more rewarding and unique for the clients. Depending on numbers you might even have enough people for a private coach to Atlantic Canada or Europe; or a private safari. Maybe a theme park is going to tick everyone’s boxes? Again, budgets are key before you spend a lot of work researching.

Going back to expectations, what about child care? Unless the kids are at least teenagers, chances are there will be some babysitting required. Best to establish who that will be (a family member or hired provider you can look into) before you start to make those off-site dinner reservations.

As part of the planning phase it will be useful to distribute to all group members some important dates such as deadlines for commitment, payments (if possible) and cancellations. WhatsApp may be very handy here.

And, perhaps even more crucial than other bookings, the nature of the booking makes travel insurance doubly important for a multi-gen vacation.

Joelle Goldman is the Vice President of Host Services & Luxury Hotel Programs for Direct Travel in North America. She can be reached at jgoldman@dt.com.