Booking.com has launched its Gen.Voyage! research, providing groundbreaking insights into intergenerational travel within the Asia Pacific (APAC) region. The study, which surveyed over 8,000 travelers across 11 markets, including New Zealand, highlights the growing trend of family vacations that bring together grandparents, parents, children, and other extended family members for leisure travel.
A Shift in Family Travel Dynamics
In the APAC region, multigenerational households are 43% more prevalent than the global average, a cultural phenomenon that significantly influences family travel preferences. This research aims to understand how family dynamics across generations affect travel behavior and decision-making. Notably, 57% of Kiwi travelers value reconnecting with family members they seldom see, while 51% cherish the joy of bonding and creating lasting memories. Additionally, 24% appreciate learning from diverse generational perspectives, and 23% enjoy observing their children learn from different family role models.
“Intergenerational travel presents an invaluable opportunity for families to bond and share experiences across different generations,” said Melissa Ellison, Area Manager at Booking.com. “This research sheds light on how families in New Zealand and across the APAC region plan and spend their holidays together, driven by the desire to reconnect and celebrate milestones while creating lasting memories.”
Navigating the Challenges of Group Travel
Planning a family trip that caters to everyone—from seasoned grandparents to energetic children—can be quite challenging. Families often face clashing interests (32%), increased safety and health concerns (16%), and varying dietary needs (14%). Moreover, balancing energy levels (23%) and navigating family dynamics (22%) can complicate the travel experience.
Creating experiences that resonate across generations is crucial for a successful trip. Nearly one in four families (17%) enjoy traveling for reunions or special occasions, viewing these moments as opportunities to unite and celebrate milestones. Visiting relatives (18%) also remains a popular choice, allowing families to deepen bonds while experiencing local cultures.
Who’s Planning the Family Trips?
Millennials take the lead in family travel planning, driving 48% of arrangements thanks to their tech-savvy approach. Meanwhile, Gen Z members are eager to participate, with 47% co-planning and personalizing itineraries. In contrast, Baby Boomers tend to take a more passive role, with only 23% actively involved in planning.
When it comes to trip duration, families generally prefer vacations lasting between four to six days, which strikes a balance between relaxation and avoiding travel fatigue. Interestingly, many families exhibit a spontaneous approach to travel, with 51% open to last-minute getaways and booking trips with less than a month’s notice. This spontaneity extends to trips longer than six days, where 40% also book within a month.
Accommodation Preferences and Family Travel Trends
Accommodation choices reflect the diversity of families. Hotels are the preferred option for 52% of Kiwi families, while 30% favor resorts. A rising trend sees around 7% of families attracted to culturally immersive stays, such as ryokans or hanoks, adding a unique local flavor to their adventures. Practical considerations, including affordability (49%), proximity to attractions (31%), and convenient on-site dining (13%), are key factors in decision-making.
Destination Priorities for Families
Affordability (64%), safety (48%), and accessibility for all age groups (28%) are the top priorities for families selecting travel destinations. In the APAC region, 42% of travelers prefer domestic trips, benefiting from shorter travel distances and familiarity with local customs, while 39% seek the thrill of international travel for new experiences and cultural encounters.
As the school holiday approaches, Booking.com’s search data indicates that popular local getaways for New Zealanders include Auckland, Christchurch, and Rotorua, while Australia and Japan are trending as favored international destinations.
The study was conducted in collaboration with GWI, a global consumer research platform.
