The evolution of family travel

I’m on what I’ll later describe as one of my most successful family holidays ever. The setting is an Ocean Elements beach club on Greece’s Pelion Peninsula. My teenagers are spending a week learning to sail and windsurf, while I’m simply kicking back by the pool with a cocktail and the latest Jilly Cooper novel.

Now that they’re young adults, they can appreciate a city break to Istanbul or Rome as much as a relaxing resort holiday in the Maldives (if they’re lucky).

As a mother of three, my family holidays have changed shape over the years. When my children were young, a fly-and-flop holiday to a resort in the Balearics with kids’ clubs and entertainment on tap was all but essential, but as they grew, they started to want more than just sunshine, sandcastles and singing the Macarena every night.

According to the Office for National Statistics (ONS), the UK now has nearly 20 million families and savvy travel agents are capitalising on their growing wanderlust. In turn, the market is turning to agents to secure the best deals and manage tricky itineraries.

A survey conducted by Condor Ferries found that 52% of families have used or plan to use a travel agent this year, a sharp rise from just 17% last year.

And it’s easy to see why. Not only does it save time and money, but it means they have full support if things go wrong or plans change.

“A family trend is the shift in how childcare activities are used by customers,” says Jill Cunningham, TUI’s Director of Retail, Omnichannel and Third-Party Sales. “While parents can still drop their children off at TUI’s various childcare programmes, there’s more of a focus on holistic family experiences which extend beyond traditional kids’ clubs to include activities for all the family, such as family fun runs, family yoga and painting challenges.”

Agents can also help the families who fall outside of the nuclear format. LGBTQ+ families, for instance, might have additional concerns when it comes to choosing a family holiday destination. Agents will have all the intel and can advise families on countries which are safe and welcoming to the LGBTQ+ community.

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Coolcations are getting hotter

Travel agents are also the key to navigating the overloaded family holiday market. Whether clients are looking for an easy fly-and-flop holiday suitable for toddlers or an adrenaline-pumping adventure for families with teens, their insider knowledge and access to deals is invaluable to time-poor, and often cash-strapped, families.

“With destinations like Spain, Greece and the Canary Islands getting hotter each year, we’re seeing a demand for clients requesting cooler places in the summer holidays,” says Georgia De Vinci, a private travel planner with The De Vinci Lifestyle.

“Destinations like Switzerland, Austria and the French Alps, all traditionally ski resorts, are drawing active families in the summer months when they can go mountain biking and walking.

“We’re also seeing an increase in escorted tours for families, where they can travel with other like-minded families to destinations like Japan, Vietnam and Cambodia.”

But despite the rising temperatures during the summer months, the Mediterranean resorts show no signs of going out of fashion. Greece, the Balearics and Turkey all remain firm favourites for families, say TUI and Jet2Holidays, with both sales teams seeing an increase in families switching from seven to 10-night holidays.

Multigen trips continue to soar

The trend for sharing big trips, and the subsequent costs, with grandparents remains in vogue. Another noticeable pattern is the rise in parents joining their older kids on their gap years for a week or two, in countries such as Thailand, Vietnam and Indonesia.

The previously mentioned study by Condor Ferries shows that nearly half (47%) of travellers are choosing multigenerational trips in 2025.

With these trips often funded by the ‘boomers’ in the family – labelled the SKI generation (Spending Kids’ Inheritance) – it’s all about making lasting memories.

“Multi-generational trips continue to boom, so villas, private tours and itineraries that suit mixed age groups are selling particularly well,” says independent travel agent, Lisa Francesca Nand. “Families want more than just a holiday, they want shared memories and genuine connection, and despite the cost of living being generally higher, people are still prioritising their summer breaks.”

Another emerging trend is the urban family holiday, where families are pooling resources with friends or siblings for bigger and better trips, such as large swanky villas or hotel residences. There’s also a demand for more eco-conscious options, with families often swapping flights for travelling by train or car, or switching a popular destination for a more off-the-beaten-path option.

“Of course, the traditional beach break is still popular but there’s an increased appetite for more meaningful experiences,” says Nand.

“We’ve seen families opting for more active and culturally rich holidays in destinations like Slovenia, Costa Rica and parts of Scandinavia, as they combine nature and active adventure with a few days by the beach.”

What’s selling well

According to Responsible Travel, more and more families are keen to get off the most-trodden tourist routes.

Slovenia, Montenegro and Albania are all proving popular with the family market, not least thanks to their budget-friendly options. As for further afield, Sri Lanka is a great destination during school holidays while Southeast Asian destinations also offer value for money.

“I’m noticing families are being much more adventurous this year,” says Travel Counsellor, Karon Edmunds.
“They’re wanting to do something different rather than the usual fly-and-flop. This year, I’ve had several requests for RV road trips in Canada, along with multi-centre trips across countries like Spain, Portugal and Switzerland.”

Whether its wildlife spotting in Costa Rica or beach hopping around Albania, modern families truly love to explore new places and activities.

For agents, when it comes to important family matters, there’s a world of opportunity out there.

Book it

Jet2holidays has three nights at the three-star Fosshotel Lind in Reykjavik, room-only, departing from Manchester on November 17. It is priced at £439pp, based on two adults and two children. jet2holidays.com.