Travel Public Relations Agency Showcases Top Five Family Travel Trends

Family travel is no longer just about ticking destinations off a bucket list—it's about connection, shared experiences, and creating meaningful memories across generations. The shift toward purpose-driven travel, often referred to as the “whycation,” emphasizes emotional value over simple sightseeing.

Did you know . . .

• “Family travel is booming in 2026, with 92 percent of parents planning trips and average family spending reaching approximately $8,000—a 20 percent increase from 2024. The sector is driven by multigenerational trips, with 81 percent of families maintaining or increasing budgets, contributing significantly to a total U.S. leisure expenditure projected to reach $544 billion in 2026.” (Source: Family Travel Association)
• “Multigenerational travel is a rapidly growing market, with roughly 40 percent to 57 percent of families planning trips with grandparents and children to build family bonds, create memories, and facilitate child education. (Source: Leisure Group Travel)
• “Eighty-one percent of families now consult their children about vacation destinations.” (Source: Ducks Abroad)

Families are prioritizing play, bonding, and purposeful travel rather than passive sightseeing. In this blog, Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency based in New York City, highlights the top five family travel trends shaping family vacations today.

Kids As Co-Planners: The New Decision-Makers

Today, children are active decision-makers in planning family vacations. More families are involving their kids in every stage of trip planning, from choosing destinations to selecting activities.

In fact, more than “70 percent of families expect children to play a role in vacation planning, and many parents say their kids inspire them to try new and unexpected experiences.”

This shift is reshaping travel in meaningful ways:

• Why involving kids works
• Kids feel valued and excited about the trip
• Parents gain fresh perspectives and ideas
• The entire family enjoys a more balanced itinerary
• Instead of rigid schedules, families are embracing flexibility, blending fun activities for kids with relaxation for adults.

In simple terms, family vacations are becoming more democratic and more enjoyable for everyone.

Multigenerational Travel: The More, The Merrier

Multigenerational vacations continue to grow in popularity. Today’s families are choosing to travel together across generations, bringing grandparents, parents, children, and sometimes extended relatives into a single shared experience.

These trips are no longer just about getting away; they are about reconnecting, celebrating milestones, and creating meaningful time together. With families often spread across cities or even countries, travel has become a powerful way to reunite and strengthen relationships.

“To accommodate diverse age groups, these trips are thoughtfully planned to balance varying needs, offering relaxation for older travelers, adventure for younger ones, and meaningful activities that everyone can enjoy together.” (Source: skyscanner.com)

Beyond leisure, these journeys play a deeper role—they strengthen family bonds, preserve shared traditions, and create stories that live on for generations.

No Screen Time: The Rise Of Digital Detox Vacations

In a world dominated by screens, one of the biggest travel shifts is surprisingly simple: disconnect to reconnect. Families are actively choosing vacations where phones, tablets, and laptops take a backseat.

This “no tech” movement is driven by a desire to be fully present. Parents are increasingly enforcing screen-free moments during trips, ensuring that time together is intentional and uninterrupted. In fact, more than half of parents plan to include no screen-time periods during vacations.

Why is this trend growing? Families are realizing something important: while technology connects us digitally, it often disconnects us emotionally.

On a screen-free vacation, children rediscover simple joys like:

• Playing outdoors
• Exploring nature
• Engaging in conversations
• Participating in group activities.

Meanwhile, parents get a rare chance to step away from work emails and social media pressures.

Active Play And Togetherness Vs. Passive Travel

Gone are the days when vacations meant lounging by the pool while kids entertained themselves separately. Today’s families want to truly connect on vacation, and that means doing things together.

Modern family travel now revolves around active participation and shared experiences, from hiking scenic trails and joining cooking classes to exploring cultural workshops and adventure sports. Travel insights suggest that more than “80 percent of families actively seek opportunities to engage and play together during their trips.”

This shift reflects a larger mindset: experiences have become the new souvenirs.

Instead of returning home with shopping bags, families bring back meaningful stories:

• The time they learned pottery in a local village
• The hike where everyone reached the summit together
• The cooking class where kids proudly made their first meal.

Active play also bridges generational gaps. Whether it’s grandparents joining a nature walk or kids introducing parents to a new game, these shared experiences strengthen family bonds in lasting ways.

Vacations are no longer passive; they’re immersive, energetic, and filled with laughter.

Set-Jetting: Traveling Through Movies, Shows, And Books

Set-jetting allows families to visit destinations inspired by movies, TV shows, and books.
Pop culture is now shaping travel decisions in a big way. Families are planning trips based on what they’ve watched or read together, turning fiction into reality. Whether it’s exploring a city featured in a favorite film or visiting landscapes described in beloved books, these journeys feel magical and deeply personal.

“Nearly half of travelers are influenced by books or storytelling when choosing destinations.” (Source: Good Housekeeping)

Why Is Set-Jetting So Popular Among Families?

It combines the following experiences:

• Imagination (kids love stepping into stories)
• Nostalgia (parents revisit their favorites)
• Shared excitement (everyone connects through a common interest).

Even interactive experiences such as gaming-based travel events or themed tours are gaining popularity, blending entertainment with real-world exploration. Set-jetting turns vacations into storytelling adventures, where families don’t just travel; they live the story together.

The Bigger Picture: Why Family Travel Is Changing

Families are prioritizing experiences that bring meaning, connection, and fulfillment. Shorter trips and flexible itineraries are also becoming more popular, allowing families to focus on quality time without the stress of rigid schedules or long travel plans.

Our talented team of travel public relations professionals and social media strategists can help marketers capture their share of the market in the lucrative family travel business.

​By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.