Why multigenerational travel matters for small hotel owners

What is multigenerational travel?

Multigenerational travel refers to trips that typically involve family members from three or more generations, such as children, parents and grandparents. These trips represent an opportunity for families to strengthen their bonds through shared experiences. This fast-growing trend presents an opportunity that smart hoteliers are looking to capitalise on.

With family members often living in different cities and managing demanding schedules, dedicated travel time offers rare opportunities to connect across generations. Multigenerational travel solves this challenge by giving families dedicated time without the distractions of work and other responsibilities. For parents, multigenerational travel means having grandparents available to help with childcare, making the trip more relaxing for everyone.

Forward-thinking hotels are beginning to recognise the opportunity presented by the multigenerational travel segment. Attracting these large and often big-spending groups is about offering rooms and amenities that cater to their unique needs. Adjoining rooms, communal spaces, flexible itineraries and a wide range of services and amenities are key to securing the business of multigenerational guests.

This guide provides actionable strategies to help small, independent hotels capture multigenerational bookings and turn them into repeat business.

Why is multigenerational travel growing?

Multigenerational travel is growing because families separated by distance and demanding schedules are prioritising dedicated time together through shared travel experiences. They seek accommodations that cater to all ages simultaneously—from accessible rooms for grandparents, to family-friendly activities for children. This trend represents a significant opportunity for independent hoteliers to attract larger bookings and cultivate loyal, repeat guests.

Multigenerational travel statistics reveal the growth in this trend. According to one study, 60% of parents cite time with grandparents as their most cherished childhood vacation memories, while 72% of children express an interest in travelling with their grandparents. Additionally 47% of travellers today say they’re opting for a multigenerational or family trip, a 17% increase from the previous year.

Independent hotels are uniquely positioned to serve these groups. Unlike large chains with standardised offerings, small properties can adapt quickly to family needs—whether it’s arranging interconnecting rooms, adjusting meal times, or creating custom experiences. This flexibility, combined with personalised service, creates the memorable stays that turn first-time family guests into loyal returning visitors.

What are multigenerational travel trends?

Multigenerational travel continues to grow as families prioritise ease of coordination across multiple age groups. Booking flexibility is also key, as young and old travellers are more prone to travel-cancelling issues. Finally, personalisation goes a long way, as families want their hotels to feel like a temporary home.

The overall trend is clear: multigenerational travel is on the rise. Leading luxury travel advisor Virtuoso named multigenerational travel its top trend in 2025. For hoteliers, the multigenerational travel trends that matter include a focus on shared experiences, customisation, comfort and convenience.

By understanding these trends, independent hoteliers put themselves in a position to capitalise on this market, attracting more families and turning those guests into loyal, repeat customers.

Understanding these trends is the foundation; now let’s explore specific marketing strategies to attract multigenerational groups to your property.

How do you market to multigenerational travellers?

Multigenerational travel statistics hoteliers need to know:

• Multigenerational travel represents about 27% of all overnight U.S leisure travel.
• In one survey, 89% of Millennial and Gen Z‑aged parents said ‘quality time’ was the reason for bringing extended family.
• Grandparents in multigenerational trips spent an average of $5,205 on their most recent family vacation.  

These statistics reveal significant opportunities. Here’s how small, independent hotels can effectively market to multigenerational groups:

1. Create custom packages & experiences for families

Families book multigenerational trips to create lasting memories together, so design packages and experiences that facilitate meaningful interaction—guided local tours, cooking classes, or multi-generational activities that appeal to all ages.

2. Feature family-friendly amenities

Position your property as a family reunion hotel by offering family suites, interconnecting rooms, on-site dining with a kids menu, communal relaxation areas, swimming pools, babysitting or childcare services, organised family activities, shared kitchens, accessible bathrooms and lifts, and early check-in/late check-out flexibility.

3. Offer flexible booking

Trips involving particularly young or old travellers are statistically more likely to be cancelled. By offering flexible booking terms – the ability to cancel trips or change dates late – you can secure more bookings from families looking for that peace of mind.

4. Feature family photos and inclusive language

Show guests that you’re a welcoming family destination through your visual choices. Family photos, warm décor, and quotes about intergenerational connection such as:

• “The greatest legacy we can leave our children is happy memories”
• “Home is wherever my family is”
• “Families that travel together stay together”

5. Offer add-ons for all ages

With grandparents often willing to splurge, multigenerational groups represent a strong revenue opportunity through ancillary services like airport transfers, personalised tours, private chef experiences, and family photo sessions.

6. Use reviews & testimonials

With over a quarter of overnight US leisure travel now multigenerational, smart hotels are looking to capture this huge market. Social proof is critical to this effort, so you should actively encourage happy families to leave a review for other families to read.

Key takeaways

• Custom packages and family-friendly amenities are foundational for attracting multigenerational guests seeking quality time together.
• Flexible booking reduces barriers to reservation, while strategic add-ons capitalise on grandparents’ willingness to spend ($5,205 average).
• Visual storytelling (family photos, warm décor) and social proof (reviews, testimonials) build trust and differentiate your property.

Little Hotelier has given me more freedom because I have the app on my phone. I can pick up any of the bookings and manage it remotely. We can relax, take a step back, and let Little Hotelier run our business.

Elaine Milne,

Owner

Calder House

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How can small hotels better manage multigenerational travel bookings?

Smart tools can make managing multigenerational travel bookings much easier. The best ones streamline reservations, track room availability, and even coordinate group requests. Little Hotelier is an all-in-one solution that does precisely that.

Multigenerational bookings can be complex. Families often require interconnecting and accessible rooms, while services may need to be tailored to individual guests within the group.

Little Hotelier simplifies this complexity by centralising reservations, automatically updating availability across all booking channels, and making guest communications a breeze. You can set flexible booking terms, and add custom, family-friendly upsell options within the direct booking process – childcare, airport transfers, group tours – to maximise the value of every group.