Category
Life-Stages
Constructible Franchises
Trend cluster
Category
Skip-Generation
Travel
Brands are compiling travel packages to suit grandparents and grandchildren.
2.2
Trend score
Trend
What is the Skip-Generation Travel trend?
Skip-Generation Travel: Companies are looking to customize the travel experience for consumers with various packages. In the family-friendly category, brands are recognizing skip-generation travel as being in-demand and as a result, many products and services are created to fill this space and appeal to grandparents and their grandchildren.
Insight
The consumer insight behind the Skip-Generation Travel trend
Boomers in retirement have free time and are eager to use it to strengthen their relationship with their grandchildren. As the Gen Z demographic tends to prioritize experience as much as personal possessions, space opens up here for brands to facilitate active environments that engage the interests of both grandparents and grandchildren.
Trend themes
Themes within the Skip-Generation Travel trend
Three behaviours holding the trend together01
Customized Travel Packages
Brands are recognizing the need to customize travel experiences to meet the needs of specific demographics, such as grandparents and grandchildren, creating opportunities for unique travel packages.
02
Skip-Generation Travel
The trend of grandparents and grandchildren traveling together is gaining popularity, and presents opportunities for brands to facilitate active and engaging environments to strengthen familial relationships.
03
Rebranding for Boomer Demographics
Businesses are rebranding to better target the boomer demographic, recognizing their interest in retirement travel and personalized insurance.
Industry implications
What the Skip-Generation Travel trend means for industry
Where the trend changes the playbookFor
Travel Agency
Customized travel packages targeting grandparents and grandchildren can be marketed to travel agencies that focus on older or multi-generational travelers.
For
Insurance
Rebranding initiatives can target insurance companies, as personalized insurance becomes more important for older generations.
For
Theme Parks
Family-friendly theme parks, such as Walt Disney World, can create packages designed to suit grandparents and grandchildren who travel together.
Workshop question
How would your brand approach the dynamic of the skip-generation?
Trend signals
Trend signals for Skip-Generation Travel
Trend score 2.2 out of 10, from popularity 35%, activity 23%, freshness 9%.
Popularity35%
Activity23%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Skip-Generation Travel trend
5 featured examples from Jan 8, 2018 to Jan 30, 2020CategoryWorld
Travel Insurance Rebranding Initiatives
Avanti Travel Insurance Launches Refreshed Brand Identity
Disruptive innovation opportunity: Utilize blockchain technology to streamline the insurance claims process and enhance transparency and efficiency.
CategoryLife-Stages
Family-Friendly Theme Park Packages
Disney's Grand Adventure is for Grandparents and Grandkids
Theme park companies can capitalize on the demand for family-friendly experiences by creating packages and attractions that cater specifically to multi-generational families.
CategoryLife-Stages
Skip-Generation Two-Day Events
Sea Island's Gran-Con is for Grandparents & Grandchildren
The skip-generation event at Sea Island showcases the potential for the hospitality industry to create tailored experiences that cater to specific family dynamics.
CategoryLife-Stages
Boomer Travel Agencies
'Road Scholar' Organizes Trips Geared Toward Older Travelers
Boomer travel presents an opportunity for travel agencies to create specialized packages targeting this demographic.
CategoryLife-Stages
Skip-Generation Holiday Travel Insurance
SAGA Boasts a Special Deal for Skip-Generation Holidays
Disruptive innovation opportunity: Develop new business models and services that cater to the growing demand for skip-generation holidays.
