Optimal tourism experience for intergenerational travel companies

Abstract

In the last decades the structure of European families has become more complicated. Longer life spans and lower birth rates have led to more vertically rather than horizontally structured families consisting of smaller core families and grandparents who are enjoying more time with their grandchildren as they live longer (Schänzel & Yeoman, 2015). The large generation of baby boomers (now aged approximately 50-70 years old) is often characterized by good health (due to better medical care), increased economic wealth and more available time to spend on multi-generational holidays. Increasingly, seniors are participating in family vacations, together with their children and grandchildren (European Commission, 2014). According to Kleeman (2014), multi-generational holidays are a rapidly growing sector of the tourism market. In fact, based on a study by Sainsbury’s Travel Insurance, three-generation holidays involved more than 12.5 million Britons in 2013 (Kim, 2014). Although the motivations for family travel can be common amongst family members (e.g. family bonding, quality time to ensure social connection, increased communication), individual family members often have specific needs and expectations regarding their holiday. Indeed, Schänzel (n.d.) mentions the pull of often competing elements operating during a family holiday, such as children wanting to take part in more fun activities whilst parents preferring relaxation.