With in-depth consumer insights, this report offers a way for brands to explore new niches in the travel industry. Find out what Americans want from travel operators when it comes to multigenerational (multigen) and family travel, and build your strategy from the ground up with this report.

Below, we summarize the key topics covered and offer select insights from the report itself.

Key Topics Covered

  • The key demographics of family and multigen travelers.
  • Emerging demographics to target to get an edge in brand affinity.
  • Factors that contribute to the growth of the family travel market.
  • What families and multigen groups want out of travel and their pain points.
  • How costs are shared among the travel party.
  • Travel types that work best for family groups.
  • What brands can do and are doing to aid families and multigen groups.

Family Travel Industry Overview

Inflation remains elevated in the US, but this isn’t stopping families from prioritizing travel together. Half of consumers took a trip with family in the last year, and almost half say they have plans for a trip in the next 12 months. This is great news for the travel industry. Still, there is work to be done, as 26% of family travelers find it difficult to settle on trip activities. Brands can aim to solve pain points like this going forward.

Family & Multigenerational Travel Statistics

Below, we provide some consumer-focused stats on family and multigenerational travel in the US.

  • Almost two-thirds of US adults are family travelers. On top of this, over half want to travel and spend quality time with family, with a skew toward Millennials. As Millennials seek to reinforce values passed onto their children by travelling, Baby Boomers fund their ventures (see our Marketing to Millennials Report).
  • 68% of multigen travelers want more bespoke offerings from brands. This is not surprising, as multigenerational trips are more complex than regular leisure travel and require planning/coordination for a variety of ages and requirements. Travel advisors can fill a new niche – multigen travel.
  • Over two-thirds of travelers state difficulty planning trips. Planners will abandon brands that don’t make trips seamless, so it’s important now to prioritize pre-trip planning/booking as much as the on-trip experience.

For a complete analysis of consumer statistics and opportunities in the family travel industry, buy the full report. Alternatively, browse our extensive library of travel market research.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis from a Travel Specialist

Mike Gallinari delivers an in-depth analysis of the US family travel industry with this report.

Families haven’t been dissuaded from traveling despite elevated prices. Yet, they still need help from brands to streamline planning and create itineraries for all.

Mike Gallinari, Travel & Leisure Analyst
Mike Gallinari
Travel & Leisure Analyst

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. Consumer Insights

    • Consumer fast facts
    • Family traveler profiles
    • Graph 1: family traveler demographics, index to all, 2023
    • Graph 2: family leisure travel in the past 12 months and plans for next 12 months, 2023
    • Family travel motivations
    • Graph 3: family travel motivations, by generation, 2023
    • Graph 4: family travel motivations, by race and Hispanic origin, 2023
    • Graph 5: family travel motivations, by parental status, 2023
    • Paying for family travel
    • Graph 6: family travel payment, 2023
    • Graph 7: family travel payment, by generation, 2023
    • Travel planning complications
    • Graph 8: family travel planning difficulties, 2023
    • Graph 9: family travel planning difficulties, by generation, 2023
    • Multigenerational travel
    • Graph 10: multigenerational traveler demographics, indexed to all, 2023
    • Graph 11: family travel motivations, by multigen vs family travelers, 2023
    • Graph 12: family travel/vacation planning difficulties, multigenerational vs family travelers, 2023
    • Graph 13: attitudes toward brands and multigenerational travel – NET agree, by age, 2023
    • Graph 14: attitudes toward multigenerational vacation destinations – NET agree, by age, 2023
    • Graph 15: attitudes toward multigenerational travel decisions – NET agree, by age, 2023
    • Graph 16: attitudes toward multigenerational vacation activities – NET agree, by age, 2023
  3. Competitive Strategies

    • Launch activity and innovation
    • Marketing and advertising
    • Opportunities
  4. The Market

    • Market context
    • Market landscape
    • Graph 17: number of family and multigen travelers, 2023-30
    • Market drivers
    • Graph 18: Consumer Price Index change from previous period, 2020-23
    • Graph 19: population share by generation, 2023-30
    • Graph 20: population by generation, 2023-30
  5. Appendix

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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