Family & Groups
Three generations, one booking: the family trip she plans
Mothers, daughters and grandmothers are traveling together — and women are holding the itinerary.
By Jamie Lutz · August 2026 · 4 min read
Brand-ready travel brief
- Audience
- Women travelers · Family & Groups
- Headline signal
- 92% — of U.S. parents likely to travel with their kids next year
- Prepared by
- Jamie Lutz, MBA · jamieleightravels.com
Moves for your brand
- ✦Offer connecting rooms and multi-room packages.
- ✦Market mother–daughter and girls'-trip escapes.
- ✦Show three generations in your imagery.
92%
of U.S. parents likely to travel with their kids next year
$8,052
average family travel spend in 2024 — up ~20%
79%
of U.S. consumers took or plan a family trip
Record intent
The 2025 U.S. Family Travel Survey (Family Travel Association, NYU SPS Tisch Center and Good Housekeeping) found 92% of parents plan to travel with children — the highest since the pandemic — with average spend around $8,052. Mintel reports 79% of consumers took or plan a family trip.
She's the planner
With women making 82% of travel decisions, the multigenerational trip is usually designed by mom — balancing grandparents' comfort, kids' wishes and her own need for rest. Affordability remains a concern for 73% of parents, so value and ease win.
Design for every age
Connecting rooms, flexible dining, accessible paths, kids' programming and a moment just for the grown women — a spa hour, a wine tasting — make the property the obvious choice.
For brands & hotels
- ✦Offer connecting rooms and multi-room packages.
- ✦Market mother–daughter and girls'-trip escapes.
- ✦Show three generations in your imagery.
- ✦Make pricing transparent — affordability is top of mind.