Over-50s specialist Saga is looking to test demand for multigenerational holidays.
The operator is planning to launch a small range of family holidays next year including private tours in a small number of long-haul destinations, as well as farm and cottage stays in the UK during the school holidays.
Maria Whiteman, Saga Holidays managing director, said there was a “definite opportunity” to tap into the growing multigenerational family holiday market.
“We get a lot of requests from customers who want to go away for big events with their families,” Whiteman said.
“It’s a definite opportunity for Saga. Older people love being with their grandchildren so in my mind it’s something we should be doing.
“There is nothing stopping us booking multigenerational groups on our private tours in places like Asia because they will be travelling in their own group so not disrupting other customers.
“We’re still working on our core product offering but I want to start testing the theory and open it up in a couple of areas.”
If the multigenerational holidays are successful, Saga will consider producing a dedicated family holidays brochure, but Whiteman said this would not detract from its core over-50s holidays and cruises markets.
The news follows plans to make 100 Saga staff redundant across the wider group – which includes insurance, money, healthcare and retirement villages, as well as travel – after it suffered a £2 million hit following the collapse of Monarch Airlines.
Saga employs 6,000 people across its travel, financial services and publishing divisions.
In a trading update, the Saga group said it was making £10 million in cost savings next year by completing a £4 million review of its operating structure.