A growing number of grandparents and their grandkids are going on vacations together, happily leaving the parents at home. This rising trend gaining popularity among adventurous travellers is skip-gen travel.
According to Dayle Theunissen, digital marketing and communications manager at Radisson Blu Hotel Waterfront, almost everyone who has been on a trip with a family member remembers it fondly for years afterwards, therefore, this type of travel gives youngsters a chance to bond in special ways with grandparents.
“For the hospitality industry, skip-gen travel presents a golden opportunity to cater to a growing and lucrative market.
“By catering to this segment, travel and tourism establishments can help create memorable experiences that foster customer loyalty and drive business growth,” said Theunissen.
The marketing expert said that memorable experiences include out of the ordinary experiences that would not be possible to embark on every week, or month such as breakfast next to the ocean, followed by a trip to Cape Point, ice-cream in Sea Point and a sunset stroll on the promenade before a lazy dinner.
So what are factors that make it appealing to both grandparents and grandchildren?
Quality time
Theunissen said that families often struggle to find quality time together in today’s busy world. “Skip-Gen travel provides an opportunity for grandparents and grandchildren to bond without the usual daily distractions,” he said.
Educational experiences
“Travelling with grandparents offers children unique educational experiences. They learn about history, culture, and geography first-hand while hearing personal stories from their grandparents,” said the marketing expert.
Health and wellness
And, thirdly, he also noted that many grandparents today are healthier and more active than previous generations, and have the energy and desire to explore new places and share these adventures with grandkids.
So how can the hospitality industry leverage the opportunity that comes with this trend?
Theunissen highlighted that to capitalise on the trend, the hospitality industry must tailor its offerings to meet the unique needs of these travellers using various strategies.
These include supplying family-friendly accommodation, curating engaging activities that appeal to both generations, such as educational tours, cooking classes, craft workshops and outdoor adventures like hiking or fishing.
He said that the hospitality industry can also provide senior-friendly services that pay attention to the specific needs of older travellers while also offering childcare services and wellness programmes that cater to both age groups.
Personalisation is essential to appealing to skip-gen travellers
The marketing expert said that like most travel trends, personalisation is essential to appealing to skip-gen travellers.
“Inclusive travel packages can simplify the planning process for grandparents looking for travel destinations making. Packages highlighting family-friendly activities are likely to be most attractive for this kind of travel.
“By including special touches that speak to all ages, the hospitality sector can make guests feel valued and appreciated,” said Theunissen.
In conclusion, he said that skip-gen travel is more than a fleeting trend; it’s a reflection of changing family dynamics and travel preferences.
“By embracing this trend and adapting their offerings, hospitality industry professionals can create memorable experiences for grandparents and grandchildren alike.
“This not only enhances customer satisfaction but also opens up a lucrative market segment. The key to success lies in understanding the unique needs of skip-gen travellers and providing services and amenities that cater to both generations,” said Theunissen.