More than a few parents out there are unlikely to be surprised by this news flash: Gen Alpha —individuals born between 2010 and 2024 — are having a significant and growing impact on the travel decisions of their families.
To be crystal clear, we’re talking about kids who at their oldest are about 14.
A recent survey of Gen Alpha travelers conducted by Beaches Resorts, delved into how the generation is influencing family travel decisions and vacation plans. And here’s what the results showed (via answers facilitated by Gen Alpha parents):
- The future jet-setting influencers: 85% of Gen Alpha children have input on where to go on vacation.
- Skip-gen travel remains the priority: 71% of Gen Alpha children want to travel with their grandparents.
- They’re coming for airline status: 64% of families are taking 2+ trips per year, even with young kids.
- Spending vacay time with parents over peers: 55% of Gen Alpha prefer to partake in activities with their parents for vacation bonding vs. with peers.
- Tweens say it’s cool to travel with your parents: 70% of kids ages 11+ would prefer to spend time with their parents.
- Summer (swim) school is cool: 53% of Gen Alpha would like to learn to swim on vacation, followed by a new language, surfing, scuba diving, art and skiing.
- Gen Alpha prefers the beach: Beach vacations are the number 1 style of vacation (36%), followed by theme parks (32%), historical sites (14%), urban cities (9%) and natural wonders (9%).
The main takeaway of this treasure trove of data? Move over Gen Z, there’s a new kid on the block when it comes to family travel decisions. And given that Gen Alpha is projected to become the largest generation in the history of the world, with more than 2.8 million people born weekly — their influence is likely to be profound.
Family having fun on summer vacation. (Photo Credit: Sunny studio / Adobe Stock)
Travel brands prepare for Gen Alpha
The data unearthed by Beaches has the brand busily working to figure out how it can best cater to what is soon-to-be its largest customer base.
The brand’s initial efforts include recently debuted beachfront villas at Beaches Negril, which are said to be ideal for Gen Alpha travelers and their families. The six 4-bedroom, 3-story Firesky Reserve Villas are equipped with living areas, private pools, and direct access to a pristine stretch of beach.
On the opposite end of the Beaches Negril resort, meanwhile, is the Eventide Penthouse Collection. The six suites range from three to four bedrooms each and offer access to a rooftop terrace ideal for stargazing and family dinners.
Each Beaches location also provides access to an abundance of kid and family-friendly activities, ranging from Sesame Street Sunrise Yoga to Reading Road Trips in local communities.
Notably, it’s not just the executives at Beaches who have noticed the power of this upcoming generation. Travel advisors say they have already begun witnessing Gen Alpha’s influence.
Jim Campbell, owner of a travel agency and CEO of Honeymoons.com, says he often gets inquiries from families planning vacations with Gen Alpha-aged kids. And many of the requests from such families support the data points revealed in the Beaches survey.
Large family enjoying the beach. (Photo Credit: Alex S/peopleimages.com/Adobe)
For instance, more than a few of his clients are interested in the skip gen travel trend highlighted by the Beaches survey, which involves Gen Alpha wanting to travel with their grandparents.
“Traveling with grandparents is huge
right now,” says Campbell. “It’s a wonderful way for different generations to bond — and
for parents to get some help with the kids!. We’re seeing more
inquiries for trips that cater to multi-generational groups, including offering
amenities and activities for both kids and seniors. Gen Alpha is
definitely shaping the way families travel, making it more inclusive and
experience-driven.”
Campbell has also witnessed Gen Alpha travelers who are very much interested in spending time with their parents rather than their peers. This development is even influencing the activities family travelers opt to engage in while visiting a destination.
“Kids preferring to spend vacation time with their parents rather than peers is changing the kinds of activities families look for,” explains Campbell. “There’s a big interest in things that everyone can enjoy together, like cooking classes, safaris, and educational tours.”
And surprising as it may seem, Gen Alpha is even having an influence on honeymoon-related decisions (Yes, you read that right). This especially true for couples who are embarking on a second marriage. They want to bring their Gen Alpha kids along for the getaway and the kids want a say in where that ride goes.
“These families frequently have children and teenagers who have a say in the travel plans,” explains Campbell. “It’s an important trip, as it is the coming together of two previously independent families.”
Travel advisor Corey Hargarther of Dream Vacations has also witnessed the increasing influence of Gen Alpha.
He regularly has clients request cruises that include a visit to CocoCay, Royal Caribbean’s private destination in the Bahamas. And here’s the kicker. The request is being driven by client’s children “who want to visit because they saw advertising on YouTube and other social media platforms,” explains Hargarther.
Yet another client of Hargarther’s has been regularly booking the same trip every year for years now, despite Hargarther’s insistence that the client try something new or different.
But recently, out of the blue, the client’s daughter called Hargarther to reveal that the client would indeed be taking a different trip this year. A family trip. To Alaska.
“To my surprise, he is allowing his daughter make all of the decisions, all of which are largely based on the wants and needs of her five-year-old daughter,” said Hargarther.
Watch out Gen Z, here comes Gen Alpha.
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