In fact, according to Accor’s European Travel Trends report, 53% of Europeans plan to devote more of their budget to travel, highlighting already emerging priorities such as wellness, sport, culture and ecology and shared family experiences A Booking.com study, pointed out in the Accor’s trends review, « The New Quality of Time », states that multigenerational travel has been gaining traction, with older travelers also embracing this shift. Approximately 80% of survey respondents are willing to fund trips for their children and 78% for their grandchildren.
Shifting family dynamics
Family travel is no longer limited to immediate family members. Instead, there is a rise in extended family group travel, including grandparents, parents, children, siblings, and cousins traveling together. Another growing trend is cross-generational travel, where siblings and cousins explore new destinations without their parents.
ibis’ “Go get it” Trends Report confirms family-oriented travel remains a major trend, with 26% of travelers considering it their preferred type of trip. This preference is stronger among those aged 35 to 44, with 35% citing this as one of the most appealing types of travel experience. Also important to note, 25% of travelers opt for hotels when visiting family, which highlights the need for convenient, family-friendly accommodations with essential services.
Accor’s « The New Quality of Time » report has identified that 54% of Millennials now choose to travel with their families as a way to bond and create memories. Of particular note is the fact that this is a voluntary decision rather than an expectation imposed by older generations. As a result, the travel industry is now recognizing the importance of designing experiences which welcome families specifically and foster intergenerational connections.
Personalizing the family travel experience
To accommodate this growth in family travel market, many hotels and resorts are working to minimize logistical challenges, in an effort to enable families to focus on spending quality time together wherever they choose to travel.
Accor brands are enhancing their family-friendly offerings and providing even easier access to the things which are important to families. Through ALL booking platform and loyalty program, they seek to provide a comprehensive experience for families The platform enables easier search and booking of properties by easily noting family-relevant amenities and experiences. Family filters, detailed hotel pages, and dedicated family offers help ensure access to family friendly properties and suitable accommodation options. Guests also receive a 50% discount on the second room when at least one child under 15 is included in the booking, and also permit up to seven rooms to be booked at member rates. with flexible payment. Families can also benefit from additional advantages, including priority check-in, early or late check-out, and flexible arrival times, depending upon the property and guest’s membership status.
In fact, an ALL.com survey shows two thirds of family bookings are made online, reinforcing the demand for digital solutions which simplify planning. And since families tend to stay longer and spend nearly twice as much as non-family travelers, they comprise a lucrative segment for the travel industry and deserve a more individualized experience.
Curating experiences for families
When welcoming families, it is important to recognize one size does not fit all. Families have unique requirements and expectations and hotels must adapt to these needs.
ALL.com. has worked to create a one-stop-shop enabling families to easily access a wide variety of family-oriented activities designed to enhance their stay.
As an example, amenities at many Accor properties include baby kits with cots, baby baths, bottle warmers, and highchairs, as well as connecting rooms, family-sized tables, laundry services, and in-hotel shopping. Some hotels also provide kids clubs or dedicated programs. Mövenpick, for example, addresses the needs of young travelers while ensuring an enriching and stress-free experience for parents. The Mövenpick Family Program encompasses properties with dedicated play zones, kids’ menus, and tailored family experiences.
At Mövenpick Resort Waverly Phu Quoc in Vietnam, for example, families can stay in three-bedroom villas with private pools and ocean views, offering a home-like environment with hotel-grade amenities. Similarly, Ennismore’s Rixos Hotels brand and its ‘Rixy’ kids club, offers educational and entertainment activities, like playing musical instruments, painting, football, dancing, and cooking. Adults also have a wide variety of activities just for them including sophisticated entertainment options such as cabaret shows, circus performances, talk shows, and live concerts to ensure a memorable and fulfilling stay for all family members.
Keeping young travelers engaged
Family-friendly resorts are now placing a strong emphasis on keeping children entertained. For example, Sofitel kids’ clubs offer children a wide variety of things to do from dress-up activities to imaginative play or other hands-on activities.
- Children can immerse themselves in the world of Le Petit Prince in some of the Sofitel kids’ clubs transforming with capes, aviator goggles, and hats, as well as enjoying themed face painting with symbols such as the rose, fox, and snake.
- The clubs provide more than just storytelling. At Sofitel Krabi Phokeethra Golf & Spa Resort in Thailand, a dedicated program focuses on biodiversity awareness, aligning with its seaside location. Children participate in snorkeling activities and beach clean-ups, helping them to appreciate the surrounding environment.
- At Sofitel Bali Nusa Dua Beach Resort in Indonesia, kids can participate in arts and crafts workshops, interactive games, and outdoor explorations designed to stimulate their curiosity and creativity.
These activities not only enrich their travel experience but also allow parents to enjoy some well-deserved relaxation.
Investing in travel versus leaving an inheritance
An interesting trend has been identified in Travel Reinvented: Booking.com’s 2025 Travel Predictions. Almost half of travelers (46%) would rather spend their money on a once-in-a-lifetime trip instead of leaving an inheritance. This shift is especially prominent among baby boomers (49%) and the silent generation (40%). And younger generations are reaping the benefits, as 58% of travelers report that their parents have paid for part or all of their vacations. These trips prioritize shared experiences over financial legacies, reinforcing the importance of family connections.
In 2025, family travel is undergoing a profound transformation. By meeting evolving travel trends, proposing tailored family offerings and catering to multigenerational and cross-generational travel needs, Accor strengthens its connection with guests and ensures that families find meaningful shared and seamless experiences in a wide range of destinations.
It is quite interesting to see how Accor, a pioneer in hospitality for many years now, continues to identify and track the most prominent shifts in travel. The company monitors market and societal trends as well as evolving consumer behaviors and expectations in order to identity and capture potential business opportunities shaping the future of the business. Accor’s award-winning From Change To Opportunity content series delves into the significant changes impacting the hospitality industry and also provides recommendations on ways to leverage these transformations into opportunities for business growth. Accor’s most recent trend report ‘The New Quality of Time: How the World’s New Tempo is Impacting Hospitality’ specifically highlights key insights related to broadened horizons in family travel. Find out more here.
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