The Hilton 2026 Trends Report identifies a shift in family travel dynamics: 29% of global travelers are now engaging in "skip-generation" travel. Defined as grandparents traveling exclusively with their grandchildren, this segment presents a unique set of operational and marketing requirements for the hospitality sector.
To effectively capture and serve this growing demographic, there are five strategic pillars should be paying attention to:
1. Navigating Dual-Demographic Requirements
Hosting skip-gen travelers requires balancing the high-energy needs of children with the comfort-centric expectations of older adults within a single booking. Properties that successfully integrate "co-engagement" activities—rather than siloed kids' clubs—will better serve this group's desire for shared experiences.
2. Prioritizing Functional Room Configurations
Privacy is a critical factor for multi-generational harmony. High-demand features for this segment include:
3. Emphasizing Programming Over Price
Skip-gen travelers are typically less price-sensitive and more focused on the "legacy" value of the trip. The value proposition should shift from discounts to meaningful programming, such as local cultural workshops, storytelling sessions, or curated nature excursions that facilitate bonding.
4. Marketing to the Primary Decision-Maker
In this segment, the grandparent is frequently the planner, the payer, and the primary decision-maker. Marketing collateral should be optimized to address their specific pain points:
5. Specialized Staff Training
Front-line service is a primary differentiator. Staff should be trained to manage the specific nuances of skip-gen dynamics, balancing the curiosity and energy of younger guests with the patience and accessibility requirements of older travelers.
As the "Gifter" demographic continues to invest in experience-based legacy building, hotels that adapt their infrastructure and service models to support skip-gen travel will see increased loyalty and higher-margin bookings.
