Tour companies pivot to meet growing demand for family travel

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About 46% of travelers would rather spend money on a trip of a lifetime than leave an inheritance to their children, according to a study of 27,000 people across 33 countries. Instead of setting money aside for the future, many parents opt to enjoy the present, taking their families on meaningful vacations. As interest in multigenerational travel grows, tour companies adapt to meet the demand for exciting adventures across all ages.

Group travel grows among multigenerational families

Tour companies have long catered to baby boomers: those travelers with time, disposable income and a preference for comfort and predictability. However, boomers increasingly fund adventures for their children and grandchildren instead. This shifts the focus for both toward multigenerational travel.

Younger generations struggle to find time to relax due to the cost-of-living crisis. This prompts older adults to step in and support family vacations. In fact, 80% of baby boomers are willing to pay for their children's travel, and 78% are prepared to cover expenses for their grandchildren.

By easing the financial burden, boomers allow younger families to vacation more often. This wave of cross-generational support encourages tour companies to redesign their services to go beyond traditional sightseeing and offer shared adventures that engage all ages.

Families are leaving the stress to travel companies

With more families traveling together, guided trips are the preferred choice for parents looking to enjoy their vacations without the stress of planning. As Jodie Grundig of Family Travel Magazine shares, "We've been on six guided group tours and have loved them. Not only is it a relief to avoid the hassle of planning, but it's also wonderful to connect and spend time with other families. We've made lasting friendships, and my kids especially appreciate the social aspect of group travel."

Yet, today's family travelers want more than passive sightseeing; they crave immersive journeys that foster genuine connections, both with each other and the culture they visit. For many, travel's true value lies in creating lasting memories across generations. Families want to make sushi with a local chef in Japan or ride a rickshaw through bustling city streets, rather than check off tour bus stops.

Tour companies reinvent guided tours

In response to the demand for immersive, hands-on experiences, tour companies are reimagining their offerings. Adventures by Disney is one standout, offering family-focused trips led by Disney-trained guides who combine expert storytelling with local expertise. Guests of all ages enjoy magical adventures, such as private viewings of England's Royal Crown Jewels, guided safaris in South Africa or glacier hikes in Iceland.

Legacy travel company Tauck is also adapting through its Tauck Bridges program, designed specifically for multigenerational travel. From treasure hunts in the Louvre to French cooking classes and kayaking excursions, these itineraries bridge generations to deliver meaning and fun for everyone involved.

Educational travel appeals across generations

A common thread among family-oriented tours is their focus on combining education with fun. Grandparents and parents value the cultural enrichment, while kids often find interactive learning more memorable than traditional classroom lessons. To meet this demand, many tour operators, including National Geographic Expeditions, collaborate with historians and local experts to create itineraries that spark curiosity.

National Geographic Expeditions, in particular, emphasizes immersive cultural experiences and wildlife conservation. Their trips range from the adventurous three-night Amazon jungle excursion in Ecuador to more relaxed journeys, like learning to make pasta in a Florence cooking class or stepping into history at gladiator school in Rome.

Going digital to reach families

As tour companies revamp their offerings, they're also rethinking how they reach them. Today's families aren't flipping through brochures; they're scrolling through social media. To resonate, companies are swapping stock imagery for real stories, spotlighting genuine moments that families can imagine themselves living. Whether it's a teen going tech-free in Patagonia or a grandparent showing a grandchild how to haggle in a Moroccan souk, the focus is on connection and culture.

Creative organizations are already leading the way. For the 10th anniversary of the Wild Atlantic Way, Tourism Ireland launched a campaign featuring user-generated content. Past visitors were invited to share their favorite moments using hashtags like #FillYourHeartWithIreland and #LoveIreland. The result? A genuine, crowd-sourced celebration that resonated far beyond traditional marketing.

A new era of group travel takes flight

The future of group travel is family focused, and tour companies are adapting fast. As families look for deeper connection, cultural engagement and stress-free logistics, travel operators that offer flexible, age-inclusive itineraries will thrive.

This shift is more than a business opportunity; it's a reimagining of what group travel can be. No longer centered around buses and rigid itineraries, today's tours are about making magical memories and connecting across generations.

Kimberly Stroh is an Atlanta-based family travel writer and the founder of Savvy Mama Lifestyle. Since 2015, she has been sharing expert travel tips, destination guides and parenting insights tailored for modern families.