A Morning Light Strategy POV
Inspiring the NextGen of Family Travel
What Today's Travelers Want - and What's Stopping Them
Published: December 2025
Multi-generational travel is booming – but most brands haven’t caught up.
Families want to travel across generations, but planning is complex, experiences are mismatched, and messaging often misses the real decision-makers.
This report shares proprietary insights from consumers of all ages, revealing what families really want from multi-gen trips – and what’s getting in the way.
Built to help travel brands, hospitality leaders, and tour operators design smarter experiences and connect more meaningfully with this growing segment.
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Key Takeaways Include:
1 / Emotional connection drives decisions: Families prioritize bonding and shared moments – not just bucket-list destinations
2 / The real planner might surprise you: In over 70% of multi-gen trips, the lead planner is aged 45+, often juggling needs across generations.
3 / Simplicity beats novelty: Cruises and all-inclusives outperform more “exciting” destinations because they solve travel planning pain.
4 / There’s repeat demand: 62% of past multi-gen travelers are already planning their next multi-gen trip – a massive opportunity for loyalty and retention.
5 / The barriers are fixable: Brands that solve logistical frictions stand to win, but few are addressing it head-on.
Morning Light Strategy is a participant in AgeTech Collaborative ™ from AARP®
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