There’s
a popular saying that reads, “Identity influences behavior.” This proves to be
an especially important understanding of hospitality. As industry leaders work
to identify (and cater to) the entirety of the guest journey, from pre-stay to
post-stay, we are constantly faced with the question like: What do guests want
most, and why? What is their motivation for traveling? What makes an
exceptional trip? Modern guest loyalty, after all, is earned, not given. Across
each generational group and travel segment, hoteliers are implored to get
closer with each guest to gain a deeper understanding of who they are, what
they want and why, to provide precisely that experience.
Recently, we’ve spent a great deal of time discussing those unique identities,
motivations, and expectations that accompany each generational group when it
comes to travel. From baby boomers to millennials, Generation X, and
multi-generational travelers, there are no shortage of age-born influences at
work to shape what is perceived as the ‘ideal’ trip. But within that
discussion, we’ve yet to delve into a rather new, but ever-important, category:
Skip-Generation Travel.
Skip-gen travel is a growing segment represented by grandparents taking their
grandchildren on holiday with them, rather than their children.
Remember — identity influences behavior. With family playing such an integral
role in a grandparent’s identity, it should come as no surprise that the travel
bug is being viewed as an opportunity for enhanced family connection. The
cultivation of family and deep-rooted connections is, oftentimes, what brings
family members together on foreign soil. Not to mention, with many grandparents
living notable distances from their family members, a shared vacation
represents an exciting way to bridge the gap and inspire closer relationships
with young grandchildren.
What Does the Modern Grandparent Look Like?
Today’s
grandparents are still movers and shakers. Skewing away from any antiquated
perceptions of dessert-baking seniors in retirement homes, the increasingly
powerful older demographic is seemingly more open to travel than ever before.
Unburdened by professional stress, many grandparents (many of whom are baby boomers)
are not only financially stable but lead active, healthy lifestyles in which
they often prioritize experiences over material goods.
With this shift, a subsequent rise in multi-generational and skip-gen travel
should come as no surprise. In fact, skip-gen vacations are taking the market
by storm, with about 40 percent of grandparents saying they travel with their
grandchildren, according to a recent survey. Even further, Cruise
Lines International Association forecasted skip-gen
cruises
as a top trend in its State of the Cruise Industry Outlook in 2017, while AARP’s 2019 Boomer Travel Trends
report noted that about 15 percent of baby boomers were planning these trips
for 2019. The takeaway is clear: hoteliers, don’t skip out on skip-gen travel.
What
Does the Skip-Gen Vacation Look Like?
Baby boomers are redefining what it means to be a grandparent, and are more
enthusiastic than ever before to travel with grandchildren. These trips
represent an opportunity to forge a closer bond despite the generational
distance, instill values, share special moments, and observe their grandkids
experience new cultures. Without the parents present, grandparents feel a
unique opportunity to get closer with their grandchildren, and it lays the
foundation for an especially memorable trip. Not to mention, this provides mom
and dad some much-needed alone time to rest and recharge while the kids are
taken off their hands.
Unsurprisingly,
countless resorts and travel companies around the globe are looking to
capitalize on the emerging trend, offering special packages, tours and
experiences, and amenities based on the “grandtravel” segment. Much like
multi-generational travel, hotels have to get creative while assembling
packages that effectively cater to both older and younger travelers, ensuring
they have something for every activity level and varying interests. The Grand Velas
Riviera Maya,
for example, now offers two tours for visiting Mexican cultural destinations
while staying at the hotel, specifically geared toward grandparents and
grandchildren. One heads to the famous ruins of Chichen Itza for a private tour, dining
on regional cuisine and swimming in natural sinkholes, while the other takes
guests to the colonial city of Merida and ruins of Uxmal for an exploration of
Mayan art and culture.
It’s also important to recognize that grandparents often have more time to
travel. Unlike their children, who may still be in the crux of a demanding
personal career that offers limited time off, grandparents are often retired
and likely have a different perspective on life, prioritizing experiences and
family. In many cases, studies
indicate
these trips may be planned around a certain milestone (birthday, retirement,
etc.) and usually include one grandchild from one family at a time, rather than
all of a couple’s grandchildren. These vacations are also more likely to be
educational in nature, and of longer duration (sometimes two weeks), and must
take into account the unique interests, ages, mobility and budgets of all
parties involved. Cruises, resorts, cross-country road trips are all popular
choices for skip-gen travel. With this in mind, many travel companies will
offer packages that include meals, lodging, and hands-on, kid-friendly
educational events. The budget for these trips also tends to be more
substantial, as the grandparents in question are typically financially ‘fit’
and willing to
invest
in foreign tours and excursions that demand a higher price tag.
The emergence of this family-first attitude towards travel shows no sign of slowing down — and honestly, why should it? When family bonds are cultivated throughout skip-gen trips, everyone wins. Grandparents and their grandchildren are able to take uninterrupted time together to experience new culture or activities which inspires closer relationships, while their parents can relax. The experiences which ensue are unique, memorable, and provide a wealth of opportunity for those hotels who can effectively cater their offering to skip-gen travel.
About Alan Young
Alan E. Young is the Co-Founder and President of Puzzle Partner, the leading agency specializing in hospitality and travel technology marketing. Previously, Alan has held executive-level positions with start-up companies such as Newtrade Technologies, (acquired by Expedia), Hotel Booking Solutions (acquired by IBS Software) and TrustYou. Alan is past Chair of The Board of Directors of The OpenTravel Alliance and been very involved with other industry associations most notably AHLA, HEDNA, and HTNG. With over two decades of experience in the travel and hospitality technology world, Alan specializes in helping innovative companies achieve winning performance and dramatic growth. You can connect with Alan on LinkedIn.
About Puzzle Partner
Puzzle Partner Ltd. is a boutique marketing agency focused exclusively on complex B2B initiatives for the travel and hospitality technology industry. We are experts at combining strategy and tactical execution in a way that doesn’t just maximize a company’s potential; it redefines it. By delivering influential content, marketing services, and public relations rooted in the skills of our team and tested through real-world experience, we help our clients gain visibility, raise their profile and ultimately increase their sales revenues. We incorporate a holistic blend of paid, earned and owned media, along with creative services, into an integrated communications strategy to drive brand awareness ahead of competitors and deliver impactful business results.
To learn more visit puzzlepartner.co.