APAC's families have embraced intergenerational family travel through bonding and creating memories: Booking.com

A recent Booking.com research has found that Asia Pacific (APAC) families have embraced intergenerational travel as a form of bonding and creating memories. Their distinct preferences are shaping the future of the travel industry, with shared family values and close-knit relationships shaping their vacation choices.

Named the 'Gen.Voyage!'. The global digital booking platform has partnered with GWI, an international consumer research platform, to survey over 8,000 travellers across 11 APAC markets and territories in the region to learn more about the prevalence of intergenerational travel, where intergenerational family members travel together for leisure. 

The research covered insights such as the Key benefits of intergenerational travel, the Top factors influencing travel destination choices, and the Top 3 travel influences by generation.

Capturing the hearts and minds of travellers

Not surprisingly, with 43% of intergenerational households being more common in APAC than globally, the research highlights a growing emphasis on how extended family living influences how families approach travel, along with shared family values and close-knit relationships shaping their vacation choices.

For instance, the secret of a successful trip would be to create experiences that resonate across generations, such as travelling for reunions or special occasions, with 27% of families viewing these moments as a chance to unite and celebrate milestones.

In addition, for intergenerational travel influence in APAC, tech-savvy individuals often play a more prominent role in planning family trips, with millennials making 48% of travel arrangements. Gen Zs have also been eager to chip in, with 47% co-planning and personalising itineraries.

"Families in Asia Pacific are embracing intergenerational travel like never before, creating opportunities for richer connections and shared experiences across generations," said Ms Laura Houldsworth, Managing Director, Asia Pacific at Booking.com. "Our new research highlights the unique ways families are approaching their vacations, from balancing diverse needs to exploring new destinations."

Houldsworth added that the research would enable Booking.com to support families in APAC in making the most of their adventures across generations and make it easier for everyone to experience the world.

In addition, Booking.com has also revealed emerging destinations for intergenerational travel, such as Japan and India, have become clear favourites among families for their blend of cultural allure, diverse activities, and family-friendly amenities.

Generational Travel on the rise

Generational Travel has been on the rise over the past few years. Many more travel destinations are increasingly catering to the evolving travel landscape, with the younger generations playing an active role in vacation planning.

For instance, leading global hospitality partner Hilton extensively researched APAC's Gen Z and Gen Alpha sentiments regarding prioritising experiences that reflect their interests and cultural pride.

The research covered vital insights such as the Influence of Young Travelers, Travel Frequency and Expectations, The Role of Technology in Travel and Top Holiday Destinations.

In addition, the hospitality partner highlighted that for Gen Z and Gen Alpha in APAC, the region's global cultural influence and exploring their roots through travel is a prime motivation for these young travellers.

Building on the momentum, Booking.com's ultimate mission would be to make it easier for everyone to experience the world through seamless, memorable vacations with tailored experiences that appeal to every generation and the belief that intergenerational travel strengthens family bonds and enriches lives.