An Independent Hotelier’s Guide to Intergenerational Travel • WebRezPro

According to an IMG customer survey, 35 percent of families expected to take an intergenerational trip in 2024. Intergenerational travel refers to multiple generations of a family—from boomer to baby—traveling together, and it’s going strong. Accommodations can enhance both their guest experiences and their profits by embracing this trend. Here’s how. 

The beach appeals to intergenerational travelers because it caters to all activity levels. Energetic family members can swim, surf, or go for a walk, while those wanting to relax can sit on the sand with their mystery novel. 

If you’re near a beach, make that clear in your promotional materials. You could even offer certain beach equipment, e.g., towels, umbrellas, boogie boards, etc., for a small rental fee or as a complimentary service. Don’t forget to sell sunscreen in your gift shop… and aloe for those guests who don’t buy the sunscreen. 

Not a beach in sight? Not to worry. On-site swimming pools are popular with intergenerational travelers too! Promote your family-friendly amenities front and center.

The food tourism market is expected to hit $1,796.5 billion by 2027. People are excited to see new places and try new dishes, and it’s another activity that the family can do together. Not every family member needs to visit the museum, but all family members need to eat. A hangry family is not a happy family. 

Invest in making your food and beverage options the best they can be, with a children’s menu. Providing hot chocolate along with the in-room coffee and tea can also ensure that the stay is extra special for the kids too.

Include options for people with dietary restrictions. The more people in the party, the higher chance of allergies and intolerances. Know how cross contamination works and combine dishes for multiple needs, like vegan and gluten-free chocolate mousse.

Food festivals are your friend, expected to account for $560.3 billion of the 2027 food tourism market. Appeal to prospective guests by letting them know about any nearby festivals and events showcasing local flavors. You can do this on your website, blog, and social media.

You can recommend local restaurants too on your website and digital guide as well as at the front desk. Bonus points if your staff have actually eaten there and can personally vouch for the quality of experience. 

Finally, a kitchen or kitchenette in the room is a big help. Eating out every night gets expensive, especially with a larger group!

Vacation rentals are popular with intergenerational travelers because of the extra space available (three generations and one bathroom does not make for a pleasant trip). But hotels can also offer this convenience. With WebRezPro Property Management System, hotels can combine multiple rooms and sell them as a single “virtual” unit. This is not only an appealing option for parents who don’t want to share a room with their messy teens, but an easy way for staff to manage multi-room bookings.

Alternatively, multiple bookings can be combined into a private group folio. This keeps a family’s separate reservations together in a single, convenient folio for easy administration and billing. For bigger groups, say a family reunion or wedding, event group folios allow you to allocate room blocks and special rates. 

A variety of family members means they’re going to want to do a variety of different things, so use your promotional materials, website, social media, etc., to show that there are activities for everyone. 

If you have the resources, consider setting up a kids club. You can offer activities like art classes and scavenger hunts to keep them occupied while their parents enjoy a wine tasting, couples massage, or simply some kid-free time by the pool.

Bonus: WebRezPro enables you to reserve tours and activities for individual guests and groups. Our client, The Mizpah Hotel, does this with their ghost tours. 

Budget-friendly activities are a draw, especially as group activity bookings can get expensive! Promote nearby trails and self-guided city tours. Does your local museum offer free or discounted days? You can even offer free on-site activities like lawn games the whole family can enjoy. 

Free and low-cost amenities matter as well. Family road trippers will need a place to park the car. And what about a free breakfast to fuel everyone up for the day? 

Make any guest-facing technology simple and easy to use. Families are already wrangling a lot of moving parts on vacation; they shouldn’t have to wrangle your technology as well. Sending an SMS message won’t be any faster than a phone call if the guest has to spend ten minutes figuring out how your platform works. Some of this is a matter of personal preference and tech familiarity, so give guests multiple ways to reach you. 

User-friendly technology and alternative communication methods also save the more tech-savvy family members from having to explain everything to their group—for the fifth time. 

Multigenerational travelers may need rooms with mobility accommodations such as lower beds, grab bars, and easy access to the elevator. Make sure that there is enough space for a mobility aid to fit comfortably and that all necessities are reachable from it. At least a couple of outlets should be positioned so that the person does not have to bend down. Mobility accommodations don’t only apply to guestrooms. How accessible are public spaces like your restaurant?

Hearing can be a challenge as well, especially for older guests, so make sure your front desk knows to be patient. TTY telephones and guest messaging solutions help because they allow staff to communicate with guests via type instead of speech. 

Grab-and-go options aren’t limited to food, though snacks are essential for keeping the kids happy during a long day of sightseeing. You can also sell other family essentials such as diapers, wet wipes, and that all-important sunscreen. Puzzles, books, and beach toys are winners too, especially if you weave in your location. What about a coloring book of your city? Parents will thank you when you have whatever small but crucial thing they forgot to pack. 

Pro tip: Quiet activities can be helpful for traveling with seniors too. It’s not just kids who like to color! Parents can give them to whoever insists on backseat driving. 

Intergenerational travel is here to stay and is a lucrative market. Follow these tips to attract these travelers to your property and ensure the whole family has a great time—earning loyal guests for generations to come!