Hanoi (VNA) – Booking.com, one of the world’s leading online travel platforms, has unveiled its Gen Voyage! research on intergenerational travel showcasing insights garnered from over 8,000 travellers across 11 countries and territories in the Asia Pacific (APAC), including Vietnam.
This research, the first of its kind in the APAC, examines the prevalence of intergenerational travel where grandparents, parents, children and other relatives travel together for leisure.
The research results show a lot of interesting information about the new tourism trend in Vietnam.
Trips connect generations
In Vietnam, where it is quite common to live in multigenerational households with strong family bonds, this close-knit living style is in turn reshaping how families travel. Rather than conventional vacations, families are opting for trips that bring together grandparents, parents, children and relatives.
These adventures turn travel into a canvas for shared experiences and meaningful connections. Moving beyond simple sightseeing, these journeys bridge generational divides and create lasting memories, offering enriching experiences that cater to everyone.
Booking.com conducted this research to better understand how family connections between generations could impact travel behaviour and decision making.
Intergenerational travel brings families closer together, with 52% of Vietnamese travellers highlighting the joy of bonding and creating lasting memories with loved persons, while 50% value reconnecting with family they don’t often meet. Approximately 38% enjoy learning from different generational perspectives, 21.6% appreciate the support with childcare and 36% cherish watching their children learn from different role models.
Embarking on an intergenerational trip is a wonderful way to create lasting memories with loved persons, but it comes with its own set of challenges. Planning a family vacation that satisfies everyone - from seasoned grandparents to the energetic kids and even the occasionally moody cousin - is no small feat.
Planning a trip that pleases everyone is like solving a puzzle, with 36% grappling with clashing interests, 31% concerned about safety and health, and 22% dealing with diverse dietary needs.
Balancing energy levels (26%) and navigating family dynamics (24%) can further complicate the travel experience. It’s all about compromising and ensuring that everyone has something to look forward to.
The secret to a successful trip? Creating experiences that resonate across generations. In fact, 31% of Vietnamese families enjoy travelling for reunions or special occasions, seeing these moments as a chance to unite and celebrate milestones together. Food experiences (21%) and sightseeing (18%) are also popular vacation activities, providing opportunities to explore new cultures and cuisines as a family.
Popular choices
Families are drawn to special occasions as opportunities to unite and mark milestones (27%). Visiting relatives (21%) serves not only as a chance for cultural immersion, but also as a way to deepen familial ties. Food experiences (21%) and sightseeing (20%) rank high as well, offering opportunities for families to explore new cultures and cuisines while bringing them closer together.
Varun Grover, Country Head for Vietnam at Booking.com, said accommodation choices are varied. Resorts with their extensive facilities and amenities catering to all ages are the most popular option for 44% of Vietnamese families. Hotels come in second place, favoured by 38% of families who prefer convenience and amenities.
A growing trend is emerging towards unique stays - around 6% of families are drawn to culturally immersive stays such as ryokans, hanoks, homesteads, and treehouses, adding a touch of local flavour and authentic, enriching adventure to their trips.
Regardless of the type, practical considerations are paramount: affordability (37%), proximity to attractions (32%), and convenient on-site dining (27%) lead the decision-making process.
When choosing destinations, Vietnamese families prioritise safety (48%), affordability (40%), and accessibility for all age groups (31%). While cultural immersion (12%) and sustainability (10%) are valued, they are secondary considerations.
Grover said that Vietnamese families have a deep-rooted tradition of valuing extended family bonds. Intergenerational travel offers a unique opportunity to strengthen these connections and create lasting memories.
The research by booking.com highlights the unique way families are planning such trips, from balancing diverse interests to ensuring safety and creating shared experiences./.
