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Study shows continuing popularity of multigenerational travel

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Top 3 UK travel destinations: Cornwall, Devon and Wales; Baby Boomers favour catered or self catered holiday rental accommodation (38.10%). The most popular length of holiday is 7 days, with people spending on average £200-£500 per person; 38% choosing to holiday in the UK and 62% going abroad.

The traditional family holiday may have evolved over the years, but new research indicates multigenerational travel is still as popular as ever. In a recent survey conducted by GroupAccommodation.com, 83% of respondents agreed these holidays were an enjoyable experience - with over 75% suggesting they plan to do it again in the future.

The survey defined multigenerational travel as a leisure trip involving at least three generations of the same family. Conducted in August 2018, 670 respondents were asked for their experiences and preferences relating to multigenerational travel. 

Home or abroad?
Nearly seven in ten respondents said their multigenerational trips usually took place outside of the UK. Spain was the most popular foreign destination, accounting for 43% of all European travel. Closer to home, the South West of England was home to almost a third of all UK visits.

Friends or family?
Less than one quarter (23%) indicated they would prefer a holiday with their friends over family, although a generational gap is apparent. Just one in ten ‘baby boomers’ (aged 55 and over) said this was the case, contrasting with 35% of Generation Z respondents (aged 24 and under).

Holiday homes or hotels?
The generations were broadly split between holiday homes and hotels, although baby boomers were the exception - with almost half of those surveyed in this group expressing a clear preference for private holiday rentals.

In addition, the survey also revealed:

  • 42% of respondents believed they - as opposed to another family member - were ‘in charge’ of the holiday. Just under 13% felt it was their partner
  • The majority of holidays (67%) were at least a week in duration and cost less than £500 per person (56%)
  • Affordability, weather and ease of travel were the most important factors influencing the choice of destination

When asked to describe multigenerational travel in their own words, a plurality remarked it was special family time for them. “You get to appreciate all aspects of what a holiday means to someone, no matter the age,” one respondent commented. “It makes you see things differently.”

Almost half of those surveyed are already planning a trip for 2019, with almost 60% responding that spending time with loved ones was the most important factor in their decision.

The Generations On The Move survey was conducted by GroupAccommodation.com in August 2018, 670 respondents took part in the survey. The aim of the survey was to provide insight into what multigenerational travel really looks like in 2018, and how this could shape the travel industry for 2019.

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