Currently, a rising trend gaining popularity among adventurous travellers is Skip-Gen travel, where grandparents and their grandkids go on vacation together, happily leaving the parents at home. Almost everyone who has been on a trip with a family member remembers it fondly for years afterwards, therefore, this type of travel gives youngsters a chance to bond in special ways with grandkids.
For the hospitality industry, skip-gen travel presents a golden opportunity to cater to a growing and lucrative market. By catering to this segment, travel and tourism establishments can help create memorable experiences that foster customer loyalty and drive business growth.
Memorable experiences include out of the ordinary experiences that would not be possible to embark on every week, or month.
“Radisson Blu Hotel Waterfront for example, might curate a Skip-Gen travel day experience of breakfast next to the ocean, followed by a trip to Cape Point, followed by ice-cream in Sea Point and a sunset stroll on the promenade before a lazy dinner,” comments Yusuf Jinoo, Head Concierge, Radisson Blu Hotel Waterfront.
The appeal of Skip-Gen travel
Skip-Gen travel is driven by several factors that make it appealing to both grandparents and grandchildren:
Quality time: In today’s busy world, families often struggle to find quality time together. Skip-Gen travel provides an opportunity for grandparents and grandchildren to bond without the usual daily distractions.
Educational experiences: Travelling with grandparents offers children unique educational experiences. They learn about history, culture, and geography firsthand while hearing personal stories from their grandparents.
Health and wellness: Many grandparents today are healthier and more active than previous generations, and have the energy and desire to explore new places and share these adventures with grandkids.
Opportunities for the hospitality industry
To capitalise on the trend, the hospitality industry must tailor its offerings to meet the unique needs of these travellers. Here are some strategies to consider:
Family-friendly accommodation: Make sure that your property offers family-friendly amenities such as interconnected rooms, suites with multiple bedrooms, and recreational facilities suitable for different age groups. Consider tailoring packages that include activities for both grandparents and grandchildren. This could include initiatives like grandkids under 12 stay free when booking in with their grandparents.
Engaging activities: Curate a selection of activities that appeal to both generations, such as educational tours, cooking classes, craft workshops, and outdoor adventures like hiking or fishing. Partner with other businesses and attractions in the area to offer discounts or special experiences.
Senior-friendly services: Pay attention to the specific needs of older travellers. Provide amenities such as easy-access bathrooms, mobility aids, and comfortable seating areas. Staff should be trained to assist with any special requirements, ensuring a comfortable stay for all.
Childcare services: Offer childcare or babysitting services to give grandparents some relaxation time. This could include supervised play areas, kids’ clubs, or evening entertainment for children.
Wellness programmes: Wellness programs that cater to both age groups can be very appealing. Yoga and meditation classes, spa treatments, and healthy dining options can be enjoyed by grandparents while grandchildren participate in more active pursuits.
Personalization is key
According to Dayle Theunissen, Digital Marketing and Communications Manager at Radisson Blu Hotel Waterfront, personalisation is essential to appealing to Skip-Gen travellers. “Inclusive travel packages can simplify the planning process for grandparents looking for travel destinations,” Theunissen notes. “Packages highlighting family-friendly activities are likely to be most attractive for this kind of travel. By including special touches that speak to all ages, the hospitality sector can make guests feel valued and appreciated.”
One crucial aspect of catering to Skip-Gen travellers is providing suitable accommodation. Hotels and resorts must ensure their facilities are comfortable and accessible to both children and seniors. “Simple accommodation such as family suites with multiple bedrooms, connecting rooms, and accessible bathrooms with non-slip mats and grab bars can make the stay more comfortable for both ends of the age spectrum,” says Theunissen.
Another priority is creating engaging activities that appeal to both grandparents and grandchildren across different interests and energy levels. “Curating a variety of activities designed to be enjoyable for all ages is the first step to enabling these travellers to share special moments,” Theunissen explains. “From cultural tours and cooking classes to outdoor adventures and craft workshops, there are many experiences that can promote bonding and learning in an environment where both young and old can have fun together.”
Marketing to Skip-Gen travellers
Effective marketing is crucial to attract Skip-Gen travellers. Highlight your property’s family-friendly features and intergenerational activities in your promotional materials. Use testimonials and stories from previous Skip-Gen guests to build credibility and showcase the emotional benefits of this type of travel. Social media campaigns featuring heartwarming moments between grandparents and grandchildren can also resonate with potential travellers, and can be particularly effective in showcasing your property’s appeal.
Successful Skip-Gen travel experiences
To illustrate the potential of this market, consider a few examples of successful Skip-Gen travel experiences:
1.Radisson Resorts: Known for their family-friendly, easy going atmospheres, resorts are a beautiful example of how to tailor special packages for Skip-Gen travellers. They provide multi-generational activities and ensure that both grandparents and grandchildren have a magical experience. They can be booked around the world in categories such as spa resorts, ski resorts, beach and mountain resorts, golf resorts and more.
2. Cruise lines: Many cruise lines, such as MSC Cruise line which docks close to Radisson Blu Hotel Waterfront, have recognized the Skip-Gen trend. They offer tailored itineraries and activities that cater to all ages, making it easy for grandparents and grandchildren to enjoy their time together.
3. National Parks: The South African National Parks offer discounted rates for local visitors and on certain periods of the year such as your birthday or National Parks Day, entrance is free! A fun way to experience a national park across generations is to make use of a guide to walk alongside you to point out the area’s history, the names of plants and species and the best hidden spots to see in the area. Or, consider taking a book with the names of local birds and plants along with you and while you walk, play a fun guessing game, where each one gets three tries to guess the name of something before it is shared from the book by the other.
Conclusion
Skip-Gen travel is more than a fleeting trend; it’s a reflection of changing family dynamics and travel preferences. By embracing this trend and adapting their offerings, hospitality industry professionals can create memorable experiences for grandparents and grandchildren alike. This not only enhances customer satisfaction but also opens up a lucrative market segment.
The key to success lies in understanding the unique needs of Skip-Gen travellers, says Theunissen, and providing services and amenities that cater to both generations. With thoughtful planning and strategic marketing, the hospitality industry can turn Skip-Gen travel into a significant opportunity for growth and innovation. So, let’s welcome these special travellers with open arms and make their adventures truly unforgettable!
