Family Travel Bigger Than Ever
Tourism Caters to Growing Multi-Generation Vacation Groups
The Signal - Business Section, April, 2006
You see it in all the travel ads these days; multi-generational families on vacation together having fun and looking fabulous. This is the Baby Boomer generation all grown up with someplace to go, and along with them comes their senior parents, the teenagers and new baby.
Family travel is a bigger and more diverse market than ever before. From special amenities like nanny services to senior social activities on the cruise ship, plus everything in between for the active middle-ager, multi-generational travel packages are all the rage. And the tourism industry wants your business.
Catering specifically to this particular market, cruise lines and tour operators have stepped ahead as the leaders in delivering family travel options. Disney is the quintessential example of how to successfully reach out to a broader age-range of travelers.
Like the prize at the bottom of the cereal box, Disney has been magnetic in attracting families by marketing directly to the kids. The youngsters see Mickey Mouse on a tour ship and want to go; mom and dad see a relaxing lounge chair on the deck and knowing the kid’s clubs will entertain their young, are sold. Since Disney also offers evening entertainment for the adults, social opportunities and activities during the day, the family vacation soon expands to include the grandparents. Why not? It sure beats trying to get home to the snowy East Coast during the holidays to see the family.
Taking the concept of multi-generational travel even further, many cruise lines now offer family reunion packages to larger groups. Imagine sailing the Pacific with your entire clan, even crazy Uncle Charlie who you haven’t seen since you were 12 years old. The nice part about this is the cruise line does it all.
Family members simply arrive at the departure dock and the rest is taken care of, from food and meal planning to entertainment, activities and port shore adventures. Since everyone is on vacation, the mood is relaxed and the duties of hosting and cleaning up after a houseful of people are placed on no one in the family. How convenient is that for everyone.
Widely recognized throughout the industry as a significant travel trend, these same tourism companies have also captured the family segment by providing a wide variety of choices for all ages, activity levels and preferences. Today’s seniors, Boomers and retirees are fitter and healthier than ever, and want the option to try new experiences and test their physical and mental limits when on a vacation. Kids are savvy these days and expect the latest and greatest in everything from the on-board arcade to the state-of-the-art wave-making swimming pool. And on it goes. To attract families, the key ingredients are full-service, all-inclusive and something for everyone.
Just like in the ads, families who travel together have fun being together. Somehow getting out and seeing the world has a neutralizing affect on the generation gap. Communication improves as you share travel experiences together. Plus, no one has to do the dishes after dinner.
For more information
contact Nicole Stinson, Public Relations
(310) 312-3368
