EasyJet holidays has launched a ‘Grans Go Free’ deal to encourage multigenerational travel.
The deal, available from noon on February 1, will allow a grandparent to travel free of charge on family bookings to several European destinations, including Spain, Greece and Italy.
EasyJet holidays cited research suggesting that 51% of families had never gone on holiday abroad with grandparents, while 56% said they regretted not spending more time with their grandparents and 54% reported that they hoped to bring them on upcoming trips.
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Matt Callaghan, chief operating officer at easyJet holidays, said: “We’re proud to offer thousands of free kids places, but we feel it’s time to recognise the grandparents.”
The offer, launched in the final week of the operator’s ‘Big Orange Sale’, was designed after easyJet holidays identified a growing trend for trips with three generations or more.
Limited spaces will be available on the Grans Go Free deal, which will require the grandparent to be travelling as part of a family booking with at least one child. Proof of age and relation will be taken on arrival at the hotel.
In the poll of 2,000 British adults, 59% of those surveyed said they wanted to spend more time with the older generations in their family, with 57% expressing a desire to make memories with grandparents on a holiday.
The research suggested that 77% agree that the bond between grandparents and grandchildren is one of the most special relationships within a family, yet 27% of Brits confess to speaking to their grandparents less than once a week.
Three quarters (73%) would use the holiday opportunity to learn more about their grandparents’ lives, according to the research, with 49% reporting they would try to benefit from their elders’ wisdom, and 23% said they believed that going on holiday with grandparents would help bring the family closer.
The most popular destinations for a multigenerational holiday abroad are Spain (18%), Italy (13%) and France (13%), the research suggested.
However, 54% said they would likely let their grandparents pick the destination if they were planning a trip together.
Nearly half of the respondents (45%) said the grandparents in the family were the bigger earners, but only 35% would expect a grandparent to contribute financially if they came on holiday and would prefer to treat them instead.
If the grandparents were to contribute, 39% of those surveyed would ask them only to cover their share of the holiday, but 21% would ask that they only pay for a meal or two on the trip.
Callaghan said: “This research shows how important grandparent and grandchild relationships are and how much can be learned from making time for them.
“We’ve launched our ‘Grans Go Free’ offer to tighten these important family relationships and allow travellers to get even better value, in addition to our Big Orange Sale.”
He added: “More families are choosing to holiday with grandparents, recognising the joy of a getaway is amplified when shared across generations.
“They are able to create new family memories which each generation will cherish – and for some of the parents, they might even have a free babysitter on hand too.”