by Mia Taylor
Last updated: 12:55 AM ET, Thu May 10, 2018
Families are roaming the world in search of experiences that create closer bonds and lasting memories.
Often driven by the desires of the youngest members to experience new destinations, families are increasingly heading off the beaten path to such places as Antarctica, the Galapagos Islands, Rwanda, Croatia or Cuba, according to the just-released Luxe Report from Virtuoso.
"Families are heading beyond the tried and true locales," states the report. "The desire for authentic experiences figures into many of the unconventional spots, whether it be the unspoiled appeal of Iceland...and Antarctica, the wildlife of the Galapagos Islands, or Cuba's culture. As well-traveled families have already explored North America and Europe, they are focusing on African and Asian destinations. Botswana, Mongolia, United Arab Emirates and Egypt debut on the list this year."
The new report also reveals that multigenerational travel continues to be a top trend, and travel with one's immediate family finished close behind.
Generation Z, (those who were born between the mid-1990s and mid-2010s), are now the largest age cohort in the United States, making up more than one-quarter of the population. The Virtuoso Luxe Report shows that this tech-savvy group, while admittedly still young, is having a considerable influence over family travel decisions.
This up and coming age-group influences family travel decisions in multiple ways including involving themselves in planning trips, seeking unusual destinations, craving active experiences, and looking for visual destinations and experiences for social media.
"Gen Zs seek authentic, unique experiences such as adventures they can have only in a particular destination," states the report. "They have seen much of the world already, and therefore travel with a global mindset."
What's more, as digital natives, their actions and decisions are often influenced by peers on social media.
With all of that said, the top family travel trend continues to be beach resort stays, according to the report. However, coming in second is active or adventure trips, followed by celebration travel, and then mother/daughter or father/son trips. Touring or guided trips rounds out the top five family travel trends.
"While sun-and-sand trips rise to first place from second in 2017, these are not the traditional fly-and-flop vacations," notes the report. "Families seek beach resorts with plenty of activities to keep the entire group engaged. Adventure travel is the second most popular trend, both for families and travelers in general, continuing the niche's recent boom."
"With today's fast pace of life, travel is a perfect way to gather loved ones together for a landmark celebration, or carve out time for parent/child bonding," adds the report.
Additional family travel trends further down the list include ocean cruising, cultural immersion, educational trips, river cruises and finally exclusive use travel such as a private villa.
"Cruising - both ocean and river - is emerging as an ideal family trip, thanks to its convenience, great value, and activities for every age. Today's families view travel as an important educational tool, immersing them in different cultures, bringing classroom lessons alive, and shaping global citizens," states the report.
One more notable takeaway from the new report - the hottest family destinations. This year Italy tops the list, followed by Mexico, Orlando, Florida; Hawaii, Costa Rica, Dominican Republic, South Africa, England, Canada and France.
It is the ninth consecutive year Italy has taken the top slot for families, solidifying its leading status as a country this demographic loves to visit.
Advisors from Virtuoso's travel agencies in North America, Latin America, Asia-Pacific, the Caribbean, Europe, Africa and the Middle East were surveyed to create the 2018 Luxe Report.
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