Skift Take

The future of luxury family travel is sustainable, eco-friendly adventures. Luxury properties would be wise to think about how they can appeal to this environmentally-conscious set of travelers.

Getting the whole gang together for a family trip is no easy feat. But what should be easy in 2020? Finding a luxury property that appeals to each generation’s travel wants.

Not only is multigenerational travel still on the rise within the luxury space, but now the up-and-coming Gen Z is starting to help shape how families vacation — and hotels are taking note.

According to Skift research, Gen Z wants more sustainable travel — preferring to stay at properties that care about conservation and have plenty of outdoor activities, like nature walks and stargazing. Many luxury hotels are all too happy to offer these experiences, especially if it makes guests book return trips.

While Gen Z isn’t footing much of the vacation bill, they do play a role in what gets booked. Who wants to tell their teenager, “No, we’re not going to choose the sustainable property”?

As Skift contributor Samantha Shankman points out, sustainable and eco-friendly experiences come with a higher price tag. Thus, it may take extra work to get Grandma and Grandpa on board. But with the right marketing, properties can appeal to boomer and Gen Z travelers alike — plus the generations in between.

For feedback or news tips, reach out via email at [email protected] or tweet me @lesliebarrie.

Leslie Barrie, Luxury & Wellness Editor

6 Looks at Luxury & Wellness

Multigenerational Luxury & SustainableHow Luxury Hotels Are Keeping Up With Green-Friendly Family Travel Trends: The hospitality industry has found that the higher a family’s budget, the more concerned they are about environmental and cultural sustainability. Luxury operations that craft experiences that engage the family, and especially Gen Z, will see the long-tail impact as this generation has more control over vacation decisions.

How South African Tourism Can Get Its Mojo Back: South African tourism is on the decline. There are several factors at play, but given the diversity of experiences that can be had in this country of 58 million people, what’s needed is a new and sharper narrative.

Travel Megatrends 2020: Tourism’s New Competitive Advantage Is Protecting Destinations: Responding to the burden that tourism can bring requires more than tacking on the idea of management to tourism boards’ activities; it requires a paradigm shift in how destinations operate. That shift is under way.

Short-Term Rentals a Key Factor in Sluggish Hotel Rate Growth: U.S. hoteliers are finding their pricing options constrained because of an influx of both short-term rental supply during peak periods, and because of hotel construction. Hoteliers may decide to get into the short-term rental market or not, but they increasingly have to take it into account when fine-tuning pricing strategies.

The Future of Elephant Tourism Will Be Showcased in This Nepalese Village: It seems far-fetched that a tiny village in Nepal that depends on elephant-back safaris could one day be a million-dollar profit attraction. If this initiative works, it’s a great day for tourism communities.

Aviation Wants Us to Trust It to Fix Its Own Green Problems: Should We? Airlines have tried to get out in front of regulators when it comes to sustainability. But their tweaks and solutions only scratch the surface of the problem. In 20 years’ time, will we all look back on an era of frequent flying as one of dangerous excess?

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Leslie Barrie [[email protected]] curates the Skift Luxury & Wellness Travel Report. Skift emails the newsletter every Thursday.


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Tags: climate change, family travel, luxury, multigenerational travel, sustainability, wellness

Photo credit: The Resort at Paws Up is one of many properties that offers eco-friendly, family-oriented activities like E-bike rides through the snow. Gen Z is increasingly influencing green travel trends by influencing their families' purchase decisions. The Resort at Paws Up

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