Booking.com’s new Gen.Voyage! research spotlights interesting data stemming from intergenerational travel in Hong Kong and Asia Pacific
Booking.com unveiled its Gen.Voyage! research on intergenerational travel in Asia Pacific (APAC) showcasing insights garnered from over 8,000 travellers across 11 markets in the region including Hong Kong. The research examines the prevalence of intergenerational travel where grandparents, parents, children and other extended family members travel together for leisure.
Here are some key takeaways:
- 53% of Hong Kong families value reconnection as the top benefit of intergenerational trips, along with family bonding (48%) and caring for ageing relatives by providing companionship and assistance (28%)
- Increased health and safety concerns (22%), conflicting interests (32%) and varying dietary needs (34%) add layers of complexity to the travel experience
- Destinations like Tokyo, Gold Coast and Singapore remain top picks, while new spots like Urayasu and Ayodhya are emerging as must-visit destinations for intergenerational travel
“Families in Asia Pacific are embracing intergenerational travel like never before, creating opportunities for richer connections and shared experiences across generations,” said Laura Houldsworth, Managing Director, Asia Pacific at Booking.com. “Our new research highlights the unique ways families are approaching their vacations, from balancing diverse needs of family members to exploring new destinations. This study provides valuable new insights into how Booking.com and the travel industry overall can support families in Asia Pacific make the most of their adventures, across generations – and make it easier for everyone to experience the world.”
A new chapter in family travel
According to the report, in APAC, multigenerational households are 43% more common than the global average. This cultural emphasis on extended family living significantly influences how families approach travel. Booking.com conducted this research to better understand how family dynamics across generations could influence travel behaviour and decision making, offering insights into a travel approach that is particularly relevant in this region.
Booking.com’s research found that over half (53%) of the Hong Kong travellers value reconnecting with family whom they do not often meet. Meanwhile, 48% of Hong Kong travellers appreciate the joy of bonding and creating lasting memories with loved ones, and 28% of them like to care for ageing relatives by providing companionship and assistance.
Planning a trip that delights every generation
Booking.com’s data shows that families often grapple with diverse dietary needs (34%), balancing energy levels (34%) and clashing interests (32%) when planning a holiday that supports the needs of everyone involved, across varying ages. Hence, the challenges of navigating family dynamics (28%) and increased safety and health concerns (22%) can further complicate the travel experience.
When it comes to trip duration, the research shows that most APAC intergenerational families find that 4 to 6 days is the sweet spot—long enough to relax, short enough to avoid travel fatigue. In booking their accommodations, their choices are as varied as the families themselves in Hong Kong. Hotels remain the go-to for 69% of Hong Kong families, with resorts following as the preferred option for 38%. A growing trend is emerging towards unique stays—around 21% of families are drawn to culturally immersive stays such as ryokans, hanoks and treehouses, adding a touch of local flavour and adventure to their trips.
Destinations capturing the hearts of families
Not surprisingly in Hong Kong, Booking.com’s research shows that safety (48%), family-friendly attractions and activities (47%), and variety of dining options for all age groups (43%) top the list of priorities when families choose their travel destinations. 43% of APAC travellers prefer to travel to domestic destinations, benefiting from shorter travel distances and familiarity with local customs. Meanwhile, 39% crave the excitement of international travel, eager for new experiences and cultural encounters.
Some destinations are emerging as clear favourites among families for their blend of cultural allure, diverse activities, and family-friendly amenities. Here’s a look at the top and trending destination choices for families in APAC, according to the Booking.com platform:
As the data shows, Urayasu, Japan, offers a quieter alternative to Tokyo, ideal for family travel. It is home to the Tokyo Disney Resort, which provides entertainment for visitors of all ages. Nearby accommodations, such as the Oriental Hotel Tokyo Bay, offer shuttle services to the resort and include amenities like wellness centers. Similarly, Murcia, Spain, is known for its wellness offerings, particularly its natural thermal springs and luxury resorts that combine relaxation with activities such as golf. The Terra Natura Theme Park is a popular spot for families, providing both a zoo and water park.
Meanwhile, the research also highlights Nago-Torbole, Italy, situated by Lake Garda, which provides scenic views and outdoor activities, making it a suitable destination for families seeking nature and water sports. Baku, Azerbaijan, is another emerging spot, known for its mix of historic attractions and nature experiences, including mud volcanoes and archaeological sites. Finally, Ulverston in the UK’s Lake District offers serene landscapes, historic literary connections, and a range of family-friendly activities, with accommodations like Newland Valley Log Cabins that cater to families.
