Booking.com’s latest research explores intergenerational travel in Asia-Pacific

Booking.com has revealed its Gen.Voyage! research which highlights how families in Asia-Pacific are embracing intergenerational travel like never before, creating opportunities for richer connections and shared experiences across generations.

The report showcases insights garnered from over 8,000 travellers across 11 markets and territories in the region, and examines the prevalence of intergenerational travel where grandparents, parents, children and other extended family members travel together for leisure.

In Asia-Pacific, multigenerational households are 43% more common than the global average. This cultural emphasis on extended family living significantly influences how families approach travel, with shared family values and close-knit relationships shaping their vacation choices.

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.

47% of travellers highlighted the joy of bonding and creating lasting memories with loved ones while on holiday, while 39% value reconnecting with family they rarely meet. 27% enjoy learning from different generational perspectives, and 26% cherish watching their children learn from different familial role models.

This trend varies regionally. In New Zealand, travellers focus on reconnecting with distant family members, while in India, the emphasis is on passing down traditions and cultural heritage. In Vietnam, families appreciate the support with childcare and the chance for children to learn from role models beyond their parents.

Planning a trip that delights every generation
Planning a family vacation that satisfies everyone – from grandparents to children – is no small feat. Families often grapple with increased safety and health concerns (30%), clashing interests (30%), and the challenges of diverse dietary needs (28%). Balancing energy levels (27%) and navigating family dynamics (25%) can further complicate the travel experience.

The secret to a successful trip is creating experiences that resonate across generations.

Over 27% of families enjoy travelling for reunions or special occasions, seeing these moments as a chance to unite and celebrate milestones together.

Visiting relatives (21%) is another favoured choice, allowing families to deepen their bonds and experience local cultures. Food experiences (21%) and sightseeing (20%) are also popular vacation activities, providing opportunities to explore new cultures and cuisines as a family.

Travel preferences vary with each region
Thai travellers favour beach and coastal trips, embracing the sun and sea; Taiwanese families are the biggest foodies, planning vacations centred on culinary experiences. Vietnamese families stand out for their interest in cruises, while Indian families show enthusiasm for major sporting events, concerts, and music festivals.

Millennials often take the lead in planning family trips, driving 48% of travel arrangements with their tech-savvy approach. Gen Zs are eager to chip in, with 47% co-planning and personalising itineraries. Baby Boomers, on the other hand, tend to take a backseat, with only 23% actively involved in planning.

When it comes to trip duration, most families find that four to six days is long enough to relax and short enough to avoid travel fatigue. In booking their adventures, families show a flair for spontaneity, with over half (51%) of travellers open to last-minute getaways and booking their trips with less than a month’s notice – this even extends to vacations longer than six days, with 40% also booking within a month.

A variety of accommodation choices
Hotels remain the go-to for 49% of families, with resorts following as the preferred option for 36%. A growing trend is emerging towards unique stays – around 25% of families are drawn to culturally immersive stays such as ryokans, hanoks, homesteads, treehouses, and longhouses, adding a touch of local flavour and adventure to their trips. Regardless of the type, practical considerations are paramount: affordability (41%), proximity to attractions (29%), and convenient on-site dining (27%) lead the decision-making process.

In China, families are drawn to culturally immersive accommodations like traditional homesteads and heritage-rich architectural gems. Thai families, on the other hand, gravitate toward seaside options, from luxurious villas to budget-friendly beach homes for their coastal escapes. In South Korea, families often prefer staying with friends or family for a personal touch, or opting for guesthouses that offer an authentic glimpse into local customs and lifestyles.

Destinations capturing the hearts of families
Safety (46%), affordability (39%), and accessibility for all age groups (30%) top the list of priorities when families choose their travel destinations. While environmental sustainability (13%) and cultural immersion (13%) are appreciated, they take a backseat to these core concerns.

42% of 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.

Top and trending destination choices for families in the region
According to the Booking.com platform, top destination choices for families in Asia-Pacific include Tokyo, Japan; Gold Coast, Australia; Singapore; Seminyak, Bali; Osaka, Japan; London, the UK; Kuta, Bali; Dubai, the UAE; Paris, France; and Nusa Dua, Bali.

For trending destinations, the list comprises Urayasu, Japan; Ayodhya, India; Uluwatu, Bali;

Murcia, Spain; Leatherhead, the UK; Baku, Azerbaijan; Charlotte, the US; Nago-Torbole, Italy; as well as Ulverston and Haywards Heath in the UK.

Laura Houldsworth, managing director, Asia Pacific at Booking.com, said: “Our new research highlights the unique ways families are approaching their vacations, from balancing diverse needs to exploring new destinations.

“This study provides valuable insights into how Booking.com and the travel industry overall can support families in Asia-Pacific make the most of their adventures, across generations – and make it easier for everyone to experience the world.”