In 2019, SAGA distinguished itself as one of the first insurance companies to really recognize the appeal of skip-generation getaways by offering a special deal on holiday travel insurance. For those who are unfamiliar with the term, a skip-generation vacation entails that grandparents travel with their grandchildren. When one thinks about it, the benefits here are threefold. On one hand, the parents get to relax and have some time to themselves without the kids around. On the other hand, the skip-generation vacation strengthens the grandparent-grandchild relationship. In addition, a Saga Populus research found that "four in five grandparents say holidaying with their grandchildren helps keep them stay active."
To encourage this, SAGA offered free holiday travel insurance for grandchildren who were traveling with their grandparents in 2019.
Image Credit: SAGA
What Makes This Trend Stand Out
- Skip-generation Getaways
- Disruptive innovation opportunity: Develop customized travel packages and services catering specifically to skip-generation vacations.
- Multigenerational Travel Insurance
- Disruptive innovation opportunity: Create insurance policies tailored to the unique needs and dynamics of skip-generation travel.
- Grandparent-grandchild Activities
- Disruptive innovation opportunity: Design and market experiences and activities that promote bonding and connection between grandparents and grandchildren.
Sectors Adopting This
- Travel and Tourism
- Disruptive innovation opportunity: Develop new business models and services that cater to the growing demand for skip-generation holidays.
- Insurance
- Disruptive innovation opportunity: Offer specialized insurance products that address the unique risks and benefits associated with skip-generation travel.
- Leisure and Recreational Activities
- Disruptive innovation opportunity: Create innovative leisure and recreational offerings that cater to skip-generation vacations and enhance intergenerational connections.
