Visiting new destinations and creating memories with loved ones is an extra special type of travel experience, and one that continues to grow each year. Whether it’s an international trip to a bucket-list city or a cozy cabin getaway in the U.S., families are prioritizing spending time together in 2025. Here’s what advisors need to know about family travel, including trends, popular locations and preferred vacation types.
Strength in Numbers
IMG recently reported in their 2025 Travel Outlook survey that multigenerational travel will continue to be popular this year, with 34% of respondents having planned a domestic or international trip representing multiple age groups. Some of these travelers are emphasizing quality time together, choosing intimate, budget-friendly destinations that allow everyone to enjoy each other’s company, while others are taking it a step further, instead opting for once-in-a-lifetime getaways. To quantify it, 45% of Baby Boomers and 40% of grandparents over the age of 80 would rather spend money on a big, extravagant trip than leave an inheritance, according to a Booking.com report.
Capitalizing on the multigenerational travel trend may be unprecedented for industry professionals who don’t normally work with these types of clients, but there is promise of developing a returning customer base. A recent Beaches Resorts survey noted that 57% of respondents wanted to start new family traditions centered around a vacation with the grandparents, a trend that would ideally provide advisors with the opportunity to plan the trip year after year.
Vacation Options
Whether it’s a small family of four or a large multigenerational group, there are a handful of factors influencing vacation preferences for these travelers. The Beaches Resorts survey found that all-inclusive resorts and cruises are ranking high as favored options, not only to help streamline costs by bundling food, drink, entertainment and lodging into one but also because of their ability to cater to large groups. It’s not always easy for advisors to find accommodations that fit every traveler’s trip criterion, but the “all-in-one” approach certainly makes it easier to appease everyone involved, especially when different age groups are factored in.
Another popular route for families is visiting theme parks, according to a Northwestern Mutual study. Well-known spots such as Disney World or Universal Orlando Resort are classics — group discounts and flexible itineraries make them ideal for multigen travel, while the expansive properties and appropriate activities are great for families with children of all ages. Ultimately, no matter where these travelers go, one of their top priorities remains consistent: getting the most bang for their buck. In fact, 79% of respondents in an Airbnb survey noted they prioritize trip value over everything else.
Influential Trends and Popular Destinations
A blast from the past, a new trend is shaping family vacations. Coined “nostalgia travel,” this approach generally focuses on parents revisiting childhood or other significant destinations with their own kids. This could be recreating a trip they haven’t done in a long while, visiting their honeymoon destination or going to a place that represents a milestone, such as a college campus where the parents met. This desire to reminisce is influencing where parents are taking their children for vacations, with popular choices including Williamsburg, Virginia; Washington, D.C.; Hilton Head, South Carolina; and Pensacola, Florida.
Those not participating in nostalgia travel are instead showing a preference for coastal cities, according to Airbnb. Destinations like San Diego, California; Cape Coral, Florida; and Galveston, Texas, are resonating particularly well with families for their balance of outdoor adventure, relaxation and kid-friendly activities.
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