Comment: Five key family holiday trends to look out for

Kids Industries’ Gary Pope highlights how the market is evolving

In the new experience economy, companies must realise that they make memories, not goods. Those were the words of Joe Pine in 1999. A quarter of a century later, the world has finally caught up.

Luckily for the travel industry, there are few things more powerful than travelling to make memories for families. For Gen Y and Z parents, there is little that is more important.

As these ever-evolving families prepare for another year of travel, the industry is adapting to these new expectations, shifting priorities and evolving demographics. Parents, children, and even grandparents are redefining what family travel looks like, with a strong emphasis on shared experiences, seamless logistics and meaningful connections.

Each year at Kids Industries, we survey the hopes, fears, dreams, attitudes and ambitions of 5,000 families across 10 countries.

Interestingly, our most recent survey found 91% of parents now consult with their children about their choice of holiday destination – that’s up 10% year on year.

However, perhaps more significant for the travel industry’s product development is that 55% of families put their children’s opinions at the very heart of their decision-making.

Our survey, combined with more than 190 trend reports from all over the world, reveals five big trends in family travel.

1. Multigenerational travel

No surprises here. With families increasingly spread across different cities – and even continents – travel has become a way to reconnect across generations. Grandparents are playing a bigger role in family holidays, sometimes footing the bill to bring everyone together. By offering interconnecting rooms, accessible features and experiences designed for all generations, the industry will see continued growth.

2. The rise of the ‘edu-vacation’

From immersive history tours to wildlife conservation programmes, families are looking for vacations that blend fun with learning. The phenomena of ‘slow travel’ is a pointer to this trend. Interactive museums, guided archaeological digs and hands-on culinary classes will attract families. Incorporating authentic storytelling, expert?led activities and workshops tailored for young travellers will ensure happy families.

3. Seamless, stress-free travel

Parents want simple. It’s what they’ve become used to (allegedly) through the digitisation of all the other aspects of their lives. Innovation with time-saving conveniences, speedy airport check-ins, kid-friendly ride-sharing options and AI-powered itinerary planners will gain traction. As will baby gear rentals and kid-focused concierge services.

4. Experience over excess

Families are prioritising meaningful moments over material indulgence. Parents are investing in adventures – be it stargazing in the desert, farm stays in Tuscany or volunteering on ecotourism projects. Curating personalised, hands-on experiences will appeal to families looking for unique ways to bond. Customisable itineraries that emphasise local culture, outdoor activities and wellness-focused experiences will drive bookings. The question is, how do you make it affordable?

5. Sustainable and ethical travel

Eco-conscious travel is no longer a niche market – it’s mainstream. Parents, especially those classed as millennials and Gen Z, are teaching their children to be responsible tourists. They’re seeking destinations and operators committed to sustainability, ethical wildlife interactions and minimal environmental impact. Destinations and businesses that implement eco-friendly initiatives – such as carbon offset programmes, plastic-free policies and locally sourced food – will win family travellers.

Of course, trends are simple to identify – the real skill lies in catering to them. Brands that adapt to families’ evolving expectations will not only capture market share but also foster long-term loyalty.