Comment: The tide is turning towards family long-haul holidays

As we move into the summer holiday season, many families have been surprised to see that a two-week long-haul family holiday can cost less or even the same as a European equivalent.

 

If you can guarantee the weather, exciting adventures, exotic food and a warm welcome, it’s certainly tempting to go further afield. That’s especially true if you’re flying with an airline that has a reputation and provisions for being family-friendly.

 

Brightsun Travel’s own data confirms this trend, taken from the thousands of long-haul bookings our customers have made. Over the last 18 months, we’ve seen a major spike in families booking long-haul flights – with growth here trending well above that for solo long-haul travellers.

 

From 2023 to 2024, our family bookings grew at a faster rate than solo traveller bookings, especially for long-haul destinations in the Middle East, Indian Ocean, and the Far East.

 

Interestingly, traditional honeymoon destinations - such as the Indian Ocean – also saw an increase in demand from family bookings, rising from 54% to 60% of our total Indian Ocean bookings. This means that over half of those going to the Indian Ocean now are made up of families, not honeymooners, as you might expect.

 

The bright side of family long-haul

 

Long-haul family travel certainly has its advantages. Yes, you have a longer flight to contend with, which can be a challenge, especially for younger children. However, with the global brand and Michelin-starred chef collaborations with airlines becoming more commonplace, offering luxurious amenity kits, gourmet on-board cuisine, and tailored experiences for kids, many customers see that as the start of their holiday experience.

 

For a two-week holiday, you get a lot of extra long-haul benefits. The weather for one is generally far more reliable. Beyond that, you can be sure of a warm welcome from local guides in most places. Those families seeking adventure instead of the beach are able to try everything from caving to kitesurfing.

 

Long-haul travel can also unlock access to countries where exchange rates make travel budgets stretch a lot further. Finally, in-country DMCs are highly price-sensitive and apply only small markups, offering consumers great value for money.

 

Covid, or just time for a change?

 

So, why the shift? Part of it may be a legacy of the pandemic. When international travel resumed, long-haul routes remained limited due to airline capacity controls and scheduling restrictions. With demand returning faster than supply, prices spiked – especially for long-haul destinations.

 

But by 2024, many of those restrictions were lifted. Countries like Bali and Thailand re-entered the holiday conversation as airlines reinstated routes and hotels launched competitive offers. This increased availability and drove down prices, particularly in the Far East, helping to shift family interest towards more distant shores.

 

Another key factor is consumer confidence. Once-distant destinations now feel more accessible thanks to influencers, TV shows, travel tech and apps that demystify language, navigation and local experiences. Smart marketing by tourist boards and travel operators has also made these locations more visible and appealing to families, who in turn feel more confident to explore them.

 

Prepare for long-haul success

 

What’s clear is that the tide is turning towards family long-haul holidays, and the industry is reacting to this in positive ways that benefit travellers. Family-friendly offers are available in long-haul packages,  airlines have collaborated with major brands to offer the best experience for children on-board, which is partly why those airlines are seeing the booking volumes grow and have been able to increase capacity and frequency.

 

In addition, in an uncertain global economy rocked by trade embargoes and political uncertainty, many countries are doing all they can to build their tourism trade, which brings big benefits to visitors and improves the GDP for local economies which is often a significant source of income.

 

Is this a trend that’s here to stay? It seems likely, although of course we can never be certain. The coming years will be crucial in determining whether family long-haul travel remains a lasting trend.

Many factors are at play, and while we can’t predict the future, that unpredictability is exactly what makes the travel industry such a dynamic and exciting place to work.