Booking.com’s New Gen.Voyage! Research Explores the Intriguing World of Intergenerational Travel in Asia Pacific

SINGAPORE, 16 SEPTEMBER, 2024 – Today, Booking.com unveiled its Gen.Voyage! research on intergenerational travel in Asia Pacific (APAC) showcasing insights garnered from over 8,000 travellers across 11 markets and territories in the region. The research, the first of its kind in APAC, examines the prevalence of intergenerational travel where grandparents, parents, children and other extended family members travel together for leisure.

A new chapter in family travel

In APAC, multigenerational households are 43% more common than the global average. This cultural emphasis on extended family living significantly influences how families approach travel as well, with shared family values and close-knit relationships shaping their vacation choices. Booking.com conducted this research to better understand how family dynamics across generations could influence travel behaviour and decision making, offering fresh insights into a travel approach that is particularly relevant in this region.

Intergenerational travel brings families closer together, with 47% of travellers highlighting the joy of bonding and creating lasting memories with loved ones; while 39% value reconnecting with family they don’t often meet. 27% enjoy learning from different generational perspectives, and 26% cherish watching their children learn from different familial role models.

This trend varies regionally: In New Zealand, travellers most focus on reconnecting with distant family members, while in India, the emphasis is on passing down traditions and cultural heritage. In Vietnam, families particularly appreciate the support with childcare and the chance for children to learn from role models beyond their parents.

Planning a trip that delights every generation

Planning a family vacation that satisfies everyone—from seasoned grandparents to the energetic kids and even the occasionally moody cousin—is no small feat. Families often grapple with increased safety and health concerns (30%), clashing interests (30%), and the challenges of diverse dietary needs (28%). Balancing energy levels (27%) and navigating family dynamics (25%) can further complicate the travel experience.

The secret to a successful trip? Creating experiences that resonate across generations. Over 1 in 4 (27%) of families enjoy travelling for reunions or special occasions, seeing these moments as a chance to unite and celebrate milestones together. Visiting relatives (21%) is another favoured choice, allowing families to deepen their bonds and experience local cultures. Food experiences (21%) and sightseeing (20%) are also popular vacation activities, providing opportunities to explore new cultures and cuisines as a family.

Each region brings its own unique travel preferences to the table.  Thai travellers favour beach and coastal trips, embracing sun and sea; Taiwanese families are the biggest foodies, centering vacations around culinary experiences. Vietnamese families stand out for their interest in cruises, more than twice as likely to plan one compared to the regional average, while Indian families show enthusiasm for major sporting events, concerts, and music festivals.

Millennials often take the lead in planning family trips, driving 48% of travel arrangements with their tech-savvy approach. Yet, it’s not a one-person show—Gen Zs are eager to chip in, with 47% co-planning and personalising itineraries. Baby Boomers, on the other hand, tend to take a backseat, with only 23% actively involved in planning.

When it comes to trip duration, most families find that 4 to 6 days is the sweet spot—long enough to relax, short enough to avoid travel fatigue. In booking their adventures, families show a surprising flair for spontaneity. Over half (51%) of travellers are open to last-minute getaways, booking their trips with less than a month’s notice. This spontaneous spirit even extends to vacations longer than 6 days, with 40% also booking within a month.

Accommodation choices are as varied as the families themselves. Hotels remain the go-to for 49% of families, with resorts following as the preferred option for 36%. A growing trend is emerging towards unique stays—around 25% of families are drawn to culturally immersive stays such as ryokans, hanoks, homesteads, treehouses, and longhouses, adding a touch of local flavour and adventure to their trips. Regardless of the type, practical considerations are paramount: affordability (41%), proximity to attractions (29%), and convenient on-site dining (27%) lead the decision-making process.

There are distinct accommodation preferences across the region too. In China, families are drawn to culturally immersive accommodations like traditional homesteads and heritage-rich architectural gems. Thai families, on the other hand, gravitate toward seaside options, from luxurious villas to budget-friendly beach homes for their coastal escapes. In South Korea, families often prefer staying with friends or family for a personal touch, or opting for guesthouses that offer an authentic glimpse into local customs and lifestyles.

Destinations capturing the hearts of families

Not surprisingly, safety (46%), affordability (39%), and accessibility for all age groups (30%) top the list of priorities when families choose their travel destinations. While environmental sustainability (13%) and cultural immersion (13%) are appreciated, they take a backseat to these core concerns.

42% of travellers prefer to travel to domestic destinations, benefiting from shorter travel distances and familiarity with local customs. Meanwhile, 39% crave the excitement of international travel, eager for new experiences and cultural encounters.

Some destinations are emerging as clear favourites among families for their blend of cultural allure, diverse activities, and family-friendly amenities. Here’s a look at the top and trending destination choices for families in APAC, according to the Booking.com platform:

“Families in Asia Pacific are embracing intergenerational travel like never before, creating opportunities for richer connections and shared experiences across generations,” said Laura Houldsworth, Managing Director, Asia Pacific at Booking.com. “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.”

The study was created in collaboration with global consumer research platform GWI. For more details on the study, explore the attached full report.

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¹Top destinations for intergenerational travel are identified as the most popular locations in 2024 based on search volumes on Booking.com.

²Trending destinations for intergenerational travel are determined by analysing year-on-year search volume changes between 2023 and 2024 on Booking.com to highlight emerging interests.

CONTACT DETAILS

For any queries, please contact the Booking.com APAC Press Office;

E: sg-booking@allisonworldwide.com

M: +65 9725 1115

METHODOLOGY

This report draws from the combined expertise of Booking.com and GWI, offering a comprehensive view of travellers across APAC, with a focus on intergenerational travel. By integrating GWI’s online survey data with Booking.com’s proprietary search analytics, we gained exclusive insight into travellers through a mix of customised research data, complemented by global syndicated research and additional first party search data.

This report primarily references data drawn from customised research, created exclusively for Booking.com by GWI (Online research among internet users aged between 16-64, across 11 APAC markets: Australia, China, Hong Kong, India, Japan, New Zealand, Singapore, South Korea, Taiwan, Thailand and Vietnam.

Booking.com data was based on searches made on the Booking.com platform between January 1 and March 31, 2024 by travellers from 11 APAC markets: Australia, China,  Hong  Kong,  India,  Japan,  New  Zealand, Singapore,  South  Korea,  Taiwan,  Thailand  and Vietnam; with check-in dates between April 1 and December 31, 2024. Top destinations were determined based on search volumes in 2024. Additionally, trending destinations were identified by analysing year-on-year search volume changes between 2023 and 2024, with a filter applied to exclude cities with fewer than 500 searches in the previous year to ensure data significance and integrity. Additional data is integrated from GWI Core, a flagship syndicated survey of internet users aged 16-64; and GWI Travel, which looks at travellers aged 16-64 to explore what makes or breaks their experience.