15th March 2018
Study by leading hotel management company shows multi-generational family trips growing in popularity
The UK’s leading independent hotel management company has uncovered a boom in multi-generational (3G) family holidays, thanks to a new study.
Redefine|BDL Hotels (RBH), which operates a diverse portfolio of more than 75 properties across the country, carried out the research which shows that 43% of UK holidaymakers now enjoy a so-called ‘3G’ break every year – compared with 18% in 2014*.
For more than a quarter (26%) a trip with three or more generations of their nearest and dearest will be the main family holiday for the year.
The new study also revealed that 3G holidays will continue to grow in popularity, with nearly half of UK holiday makers (47%) saying they’re planning one for 2018.
And while UK holidaymakers still covet an exotic trip abroad – with Europe rated as the most popular destination for a 3G trip by 38% of those surveyed – a traditional staycation remains on the agenda for almost one third (30%), who chose to stay solely in the UK.
John Stuart, Chief Operating Officer at Redefine|BDL Hotels, said: “Family trips are a British institution, and this tradition is clearly being extended beyond the immediate family to so-called 3G holidays.
“And while it’s clear to see that holidaymakers do love to escape abroad for a bit of sunshine, with one third choosing to stay solely in the UK, it seems that the British staycation is going strong.
“This is supported by the popularity of many of our own properties – for example, throughout 2017, our hotels delivered strong growth of almost 7 per cent, with key cities like Edinburgh, Manchester, Liverpool and London contributing to this. We believe the leisure market has been vital in driving this growth.”
On the accommodation front, hotels remain top choice (32.6%), closely followed by villas or apartments (31.8%). Both are more than twice as popular as a stay in a cottage (15%).
When it comes to the cost of accommodation on 3G trips, UK holidaymakers are happy to splash out with over half (55%) willing to spend up to £3,000 for a week’s stay.
However, the study of 2,000 UK adults uncovered that cost isn’t the main motivation for taking a 3G trip. Despite younger generations having a reputation of heavily using the ‘bank of mum and dad’, overwhelmingly 64% said that the cost would be shared, with everyone paying for themselves.
In fact, 44% stated that creating lasting family memories was their reason for going on a 3G holiday. This was closely followed by 38% saying that it was the only opportunity to bring the whole family together and wanting to continue family traditions (37%). A fifth (20%) of Brits said that price and the chance to have a free break influenced their decision to go on a 3G holiday.
John added: “The popularity of hotels on multi-generational holidays is heartening, and reflects the myriad family-friendly options available, from budget-friendly brands to luxury full-service propositions.
“Operators offering attractive deals such as ‘kids eat free’ and partnerships with local tourist attractions, for example, make hotels a cost-effective options for those looking to spend time holidaying with their families and making plenty of memories.
“We’ve also been given an interesting insight into the types of holidays Brits want to go on. The research has uncovered that sightseeing, visitor attractions and eating are the most popular activities, which naturally makes 3G holidays more accessible and enjoyable for all the family.”
*Sainsbury’s Travel Insurance