Singapore – Nearly half (47%) of families consider bonding time as the primary benefit of intergenerational travel, according to new research from Booking.com and GWI.
In APAC, multigenerational households are 43% more common than the global average, influencing travel choices rooted in family values and close relationships.
According to the research, intergenerational travel strengthens bonds, with 47% of travellers emphasising the joy of creating lasting memories, 39% valuing reconnections with distant family, 27% enjoying diverse generational perspectives, and 26% cherishing their children’s interactions with familial role models.
This trend also varies by region. In New Zealand, travellers primarily focus on reconnecting with distant family members, while in India, the emphasis is on passing down traditions and cultural heritage. In Vietnam, families value the support with childcare and the opportunity for children to learn from role models outside their parents.
However, the research also revealed that families often face challenges when planning vacations, including heightened safety and health concerns (30%), conflicting interests (30%), and diverse dietary needs (28%). Additionally, balancing energy levels (27%) and navigating family dynamics (25%) can further complicate the travel experience.
To address these challenges, the research suggests focussing on experiences that resonate across generations. More than 27% of families enjoy travelling for reunions or special occasions, using these moments to celebrate milestones together. Visiting relatives (21%) is another popular choice, fostering deeper bonds and cultural experiences, while food experiences (21%) and sightseeing (20%) offer opportunities to explore new cultures and cuisines as a family.
Each region also has distinct travel preferences. According to the report, Thai travellers favour beach and coastal trips, while Taiwanese families focus on culinary experiences. Vietnamese families are particularly interested in cruises, planning them at more than twice the regional average. Meanwhile, Indian families enthusiastically seek out major sporting events, concerts, and music festivals.
The report further highlights that millennials lead family trip planning, handling 48% of travel arrangements thanks to their tech-savvy approach. Gen Zs are also engaged, with 47% co-planning and personalising itineraries, while Baby Boomers take a backseat, with only 23% actively involved in the planning process.
Most families prefer trips lasting 4 to 6 days—long enough to relax but short enough to avoid fatigue. Families also display a flair for spontaneity, with over half (51%) open to last-minute getaways booked within a month. This spontaneity extends to longer vacations, with 40% of travellers also booking their trips in less than a month.
Accommodation choices also reflect the diversity of families. Hotels are the preferred option for 49% of families, followed by resorts at 36%. A rising trend sees about 25% of families opting for unique, culturally immersive stays like Ryokans, Hanoks, and treehouses, adding local flavour to their trips. Regardless of the type, practical considerations remain crucial, with affordability (41%), proximity to attractions (29%), and convenient on-site dining (27%), guiding decision-making.
Furthermore, accommodation preferences vary widely across the region. In China, families favour culturally immersive options like traditional homesteads and heritage-rich sites. Thai families are drawn to seaside accommodations, from luxurious villas to budget-friendly beach homes. In South Korea, many opt to stay with friends or family for a personal touch or choose guesthouses that provide authentic insights into local customs and lifestyles.
Meanwhile, the report also captured the families’ top priorities when selecting travel destinations: safety (46%) ranks highest, followed by affordability (39%) and accessibility for all age groups (30%). While environmental sustainability (13%) and cultural immersion (13%) are valued, they take a backseat to these core concerns.
Forty-two percent of travellers prefer domestic destinations for their shorter distances and familiarity with local customs, while 39% seek the excitement of international travel for new experiences and cultural encounters.
Booking.com also identified the top and trending family destinations in APAC as Tokyo, Japan; Gold Coast, Australia; Singapore; Seminyak, Bali; Osaka, Japan; London, UK; Kuta, Bali; Dubai, UAE; and Paris, France, on top of more places in the list.
Laura Houldsworth, managing director for Asia Pacific at Booking.com, said, “Families in Asia Pacific are embracing intergenerational travel like never before, creating opportunities for richer connections and shared experiences across generations. Our new research highlights the unique ways families are approaching their vacations, from balancing diverse needs to exploring new destinations. This study provides valuable insights into how Booking.com and the travel industry overall can support families in Asia Pacific make the most of their adventures, across generations, and make it easier for everyone to experience the world.”
