Booking.com’s Gen.Voyage! research spotlights intergenerational travel in APAC
According to Booking.com, 53% of Hong Kong families value reconnection as the top benefit of intergenerational trips. Beloved destinations like Tokyo, Australia’s Gold Coast and Singapore remain top picks, while exciting new spots like Urayasu in Japan and Ayodhya in India are emerging as must-visit destinations for intergenerational travel.
Booking.com unveiled its Gen.Voyage! research on intergenerational travel in Asia Pacific (APAC) showcasing insights generated from over 8,000 travellers across 11 markets in the region including Hong Kong. The research examines the prevalence of intergenerational travel where grandparents, parents, children and other extended family members travel together for leisure.
“Families in APAC are embracing intergenerational travel like never before, creating opportunities for richer connections and shared experiences across generations,” said Laura Houldsworth, Managing Director, Asia Pacific at Booking.com. “Our new research highlights the unique ways families are approaching their vacations, from balancing diverse needs of family members to exploring new destinations. This study provides valuable new insights into how Booking.com and the travel industry overall can support families in APAC make the most of their adventures, across generations - and make it easier for everyone to experience the world.”
A new chapter in family travel
Multigenerational households are 43% more common in APAC than the global average. This cultural emphasis on extended family living significantly influences how families approach travel. Booking.com conducted this research to better understand how family dynamics across generations could influence travel behaviour and decision making, offering fresh insights into a travel approach that is particularly relevant in this region.
Intergenerational travel brings families closer together. Over half (53%) of the Hong Kong travellers polled value reconnecting with family whom they do not often meet. 48% of Hong Kong travellers appreciate the joy of bonding and creating lasting memories with loved ones, while 28% like to care for ageing relatives by providing companionship and assistance.
Planning a trip that delights every generation
Planning a family vacation that satisfies everyone—from seasoned grandparents to the energetic kids and even the occasionally moody cousin—is no small feat. Families often grapple with diverse dietary needs (34%), balancing energy levels (34%) and clashing interests (32%). Hence, the challenges of navigating family dynamics (28%) and increased safety and health concerns (22%) can further complicate the travel experience.
When it comes to trip duration, most APAC intergenerational families find that 4 to 6 days is the sweet spot—long enough to relax, short enough to avoid travel fatigue. In booking their accommodation, their choices are as varied as the families themselves in Hong Kong. Hotels remain the go-to for 69% of Hong Kong families, followed by resorts as the next preferred option at 38%. A growing trend is emerging towards unique stays—around 21% of families are drawn to culturally immersive stays such as family inns in Japan called ryokans, traditional houses in Korea called hanoks and even treehouses, adding a touch of local flavour and adventure to their trips.
Destinations capturing the hearts of families
Not surprisingly in Hong Kong, safety (48%), family-friendly attractions and activities (47%), and variety of dining options for all age groups (43%) top the list of priorities when families choose their travel destinations. 43% of APAC travellers prefer to travel to domestic destinations, benefiting from shorter travel distances and familiarity with local customs. Meanwhile, 39% crave the excitement of international travel, eager for new experiences and cultural encounters.
Some destinations are emerging as clear favourites among families for their blend of cultural allure, diverse activities, and family-friendly amenities. Here’s a look at the top and trending destination choices for families in APAC, according to the Booking.com platform.
Emerging Hotspots: Trending APAC destinations
Urayasu, Japan
Making its mark on the list of up-and-coming destinations for family travels in APAC is the city of Urayasu. Unlike Tokyo’s urban sprawl, this city boasts a suburban feel and quieter sea fronts away from the hustle and bustle of the metropolis. Families can consider renting a family car for their days out.
Where to stay: Oriental Hotel Tokyo Bay
Despite being a serene contrast to Tokyo, Urayasu is home to the world-renowned Tokyo Disneyland Resort where thrilling rides and captivating shows promise endless family fun. With regular shuttle services to the Disneyland resort, Oriental Hotel Tokyo Bay is a sweet spot for travellers visiting the theme park. This property also houses a beauty salon and wellness centre, where guests can pamper themselves with a rejuvenating massage or beauty treatment to unwind.
Murcia, Spain
Millennials might want to keep Murcia, Spain in mind when planning their next intergenerational trip. All thanks to the natural thermal springs found there, the region has a great reputation for its wellness and spa offerings. Murcia is also particularly well-loved for its luxury resorts that combine holistic wellness therapies with fitness activities like golf – perfect for grandpa and dad to tee off while on vacation.
Beyond that, the kids are bound to love the Terra Natura Theme Park where they have the chance to interact with wildlife at the zoo and splash around in the Aqua Natura water park.
Where to stay: Hacienda del Alamo Golf Resort
Extend your wellness journey with a peaceful stay at this resort, which boasts a family-friendly restaurant, coffee shop and minimarket for the ultimate convenience when planning mealtimes. With four swimming pools, kids' outdoor play equipment, a playground and board games available all year round, there’s not a dull moment here.
Nago-Torbole, Italy
Located by Lake Garda in Trentino, Nago-Torbole is known for its picturesque landscape, outdoor activities and mild climate throughout the summer season. The area is perfect for families looking to enjoy nature, water sports and relaxation in a safe and welcoming environment.
Start with a Lake Garda Mini Cruise, great for group travellers, and be wowed by stunning views of the Sirmione Peninsula, the castle Castello Scaligero and the Archaeological site of Grotte di Catullo. Explore the historic charm of fair Verona on a full-day tour, where families can marvel at the city's Roman architecture and Shakespearean heritage.
Where to stay: Villa Torbole
At this luxurious bed and breakfast villa, all units are allergy-free, ensuring a comfortable stay for guests with sensitivities. Guests can also enjoy a mix of continental and Italian breakfast, featuring local specialties and freshly baked pastries to start the day on a great note.
Baku, Azerbaijan
Perhaps an underrated spot for intergenerational family travels, Baku in Azerbaijan, is quickly becoming a popular destination amongst APAC families. Baku’s distinctive attractions make it an intriguing choice for travellers looking to experience a unique blend of historic exploration and naturescape.
Start your adventure with a full day sightseeing tour of Baku that includes a visit to the world’s first oil well, mud volcanoes, archaeological reserves and temples. A highlight for animal lovers is the Alpaca Azerbaijan located in Meysari Village where families can interact with these charming creatures and learn more about alpaca fleece processing.
Where to stay: Royal Antique Boutique Hotel
Rated 9.6 by group travellers, this boutique hotel features a charming interior for a cosy stay. With a garden, terrace, restaurant and bar all under one roof, guests have no problem spending time together indoors.
Ulverston, Great Britain
A charming market town that offers ample opportunities to break away from the hustle and bustle of everyday life, Ulverston is nestled in the UNESCO World Heritage Site in the country’s Lake District. And for literary luminaries, the region’s connections to Beatrix Potter, John Ruskin and the Lake Poets may tickle your fancy.
The Lake District National Park offers a plethora of family-friendly activities, from gentle hikes to ferry rides to relaxing picnics; all against a majestic backdrop of rolling hills and serene lakes. Travellers can grab a bite at one of the many cafes and pubs lining up the quaint cobbled-stone streets there.
Where to stay: Newland Valley Log Cabins
For a truly memorable stay in Ulverston, nothing beats the charm of a hand-built log cabin nestled close to nature. Guests can unwind in the open-plan living rooms and enjoy stunning views of the coastline and mountain ranges. Fitted with infant-care furnishings like safety gates and allergy-free rooms, parents can relax, while assured of their offspring’s safety.
