Booking.com has released its latest survey, “Gen.Voyage!”, which focuses on multi-generational family travel in the Asia-Pacific region (APAC). The survey, conducted with over 8,000 internet users aged 16 to 64 from 11 countries and regions across APAC, including Japan, provides insights into multi-generational travel trends.
In the APAC region, multi-generational travel is regarded as a valuable opportunity to strengthen family bonds. According to the survey, the greatest benefits of traveling with multiple generations include “deepening family ties and creating shared memories” (47%), “spending time with family members who are rarely seen” (39%), and “enjoying a variety of activities suitable for all age groups” (34%).
However, the complexity of multi-generational travel cannot be overlooked. Factors such as “increased concerns about safety and health” (30%), “mismatched interests” (30%), and the “challenge of accommodating diverse dietary needs” (28%) complicate travel planning. Differences in energy levels, stamina, and the pace at which different generations move can also present challenges during the trip.
Millennials, who are adept at using technology, play a central role in planning these trips, with 48% of this generation taking the lead. Generation Z is also actively involved in the planning process, with 47% making adjustments to suit their preferences. On the other hand, the Baby Boomer generation tends to be less engaged, with only 23% participating in the planning, preferring to leave the responsibility to other family members. Most families consider a duration of four to six days as ideal, as it allows them to relax without experiencing the fatigue that comes with longer trips.
When it comes to bookings, about 51% of families do not mind making reservations within a month of departure, and even for trips lasting more than six days, 40% book within a month of travel. Hotels remain the most popular accommodation choice, with 49% of respondents opting for them, followed by resorts, which are preferred by 36%. Additionally, 25% of travelers choose unique accommodations that reflect the local culture, such as traditional inns, villas, vacation rentals, and treehouses.
The most important factor in selecting accommodation is “affordable pricing” (41%), followed by “proximity to tourist attractions” (29%) and “the presence of restaurants within the facility that cater to all generations and dietary needs” (27%).
When deciding on a travel destination, “safety and security” (46%), “affordability and value for money” (39%), and “accessibility for all age groups” (30%) are prioritized. While “environmental sustainability efforts” (13%) and “cultural experiences” (13%) are valued by some travelers, they rank lower in importance. Domestic travel is preferred by 42% of respondents due to the shorter distances and familiarity with local customs, while 39% of travelers are drawn to overseas trips to explore new cultures and experiences.
According to Booking.com’s search data, popular family travel destinations are those that offer cultural attractions, diverse activities, and family-friendly amenities. Tokyo and Osaka rank among the top destinations in the APAC region, but emerging trends highlight places like Urayasu and unique overseas locations as gaining attention.
Booking.com, established in Amsterdam in 1996, is now part of Booking Holdings Inc. (NASDAQ: BKNG) and provides a wide range of accommodations and transportation services worldwide. Its mission is to “make it easier for everyone to experience the world,” offering a platform that enables seamless booking of accommodations, travel experiences, and transportation all in one place.
