Family Holidays: Back in Vogue
Published on 28 June 2012 06:00 AM
Research from Age UK shows family getaways are bigger than ever:
- Over half of UK adults (52%) have been away, or are planning to go away, with two or more generations of their family this year, including grandparents, aunts and uncles, cousins and siblings
- UK is the most popular destination for multi-generation holidays (71%)
- Nearly two thirds (60%) of holidaying parents do it so kids can spend time with their grandparents
Far from shunning the traditional family holiday, UK holidaymakers are embracing the classic family summer getaway and different generations of the same family are holidaying together more than ever.
New research*, released to mark Age UK's new online partnership with over 50s travel review and information website Silver Travel Advisor, shows that over half of UK adults (52%) have been away, or are planning to go away, with two or more different generations of their family this year. Just under half (47%) of adults will do so with their parents and one in ten of those holiday with eight or more members of their family - with family groups of six being the average.
The findings show an increase in `multi-generation' holidays: 44% of adults who take multi-generation holidays are doing so more often than they did five years ago and nearly a third (28%) of grandparents go away with members of their wider family much more often than previously.
Age UK has partnered with Silver Travel Advisor, to enhance the quality and breadth of travel ideas and suggestions for people in later life already available online at www.ageuk.org.uk/travel-lifestyle. Silver Travel Advisor offers travel tips and inspiration, reviews and special offers for all types of day trips and holidays, helping people in later life to plan their getaways and share their wealth of experience with others.
When it comes to the benefits of a multi-generation holiday, 60% of parents and guardians say it provides grandchildren with the opportunity to spend time with their grandparents and one in ten says it allows them to explore other places in the UK or abroad without breaking the bank. One in six (16%) grandparents uses these types of holidays to celebrate a special occasion and others think it's a great way to bond with family members.
Overall top five reasons for holidaying together:
- Spend quality time together as a family (51%)
- Give grandchildren time with their grandparents (29%)
- Save money (28%)
- Give grandparents the chance to have a holiday (14%)
- Mark a special occasion (13%)
Commenting on the findings, Debbie Marshall from Silver Travel Advisor said: 'We have noticed real growth in multi-generation holidays. Travel reviews from our members include personal stories about taking breaks with large family groups that extend outside of the immediate family, to include aunts and uncles, cousins, grandparents and siblings.
'These types of holidays are a great way for the wider family to spend time together and to see different places while they do so. What's more, with the current economic climate, people in the UK are becoming much more careful about how and where they spend their money so sharing holiday costs and taking day trips with other members of the family can prove cost-effective too.'
The research shows UK-based holidays are the top choice for those who go away with multiple generations of their family (71%).
Further statistics about the top destinations for multi-generation holidays include:
- Cottage or apartment rentals are the most popular type of getaway in the UK (34%), followed by holiday parks
- Spain (22%) and France (14%) are also popular destinations for those looking to go away with extended family
- Beach days out are the most popular multi-generation UK day trip - 70% of grandparents regularly visit the beach with family
- Nearly a third (30%) of adults regularly take city breaks in the UK with members of their extended family
Lucy Harmer, Head of Information and Advice at Age UK, added: 'It's fantastic to see so many UK adults embracing multi-generation holidays as a way to bond with family. We understand the importance of taking a break from the daily routine and spending quality time with loved ones - be it a day out or a week away - and we want to inspire people to visit new places, regardless of age.
'Age UK provides a host of travel information, from exploring the UK to the more serious aspects of travel such as buying insurance or knowing what to do if things go wrong. Our aim is to provide people with the help they need to make the most of free time in later life - whether building shared memories with family and friends or flying solo.'
From inspiration on planning a family holiday and recommendations on ‘staycationing' in the UK, to top tips on destinations abroad and consumer advice for safe shopping online, Age UK offers free, friendly and impartial travel ideas to people in later life, their friends, family and carers. The website (www.ageuk.org.uk) also features content from travel experts, Silver Travel Advisor, to provide information on multi-generation holidays, suggestions for the perfect getaways, special offers and reviews. People can also find out more about Age UK Travel Insurance from Age UK Enterprises, the commercial arm of Age UK. Age UK Travel Insurance is aimed at meeting the needs of those in later life by having no upper age limit, low excess payments and no hidden fees, and was recently awarded "Recommended" status by Which? magazine.
For further information, case studies and spokespeople, please contact Emma Russell (tel: 0207 009 3145) or Gillian Stark (tel: 0207 009 3151) at 3 Monkeys Communications or email firstname.lastname@example.org.
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Notes to editors:
*Statistics should be accredited to the research, which polled a total of 2,000 UK adults online in June 2012. The research was carried out by OnePoll on behalf of Age UK.
For media enquiries relating to Wales, Scotland and Northern Ireland please contact the appropriate national office: Age Scotland on 0131 668 8055, Age Cymru on 029 2043 1562 and Age NI on 028 9024 5729.
About Age UK
Age UK, the force dedicated to improving later life provides free information, advice and support to over six million people; commercial products and services to over one million customers; and research and campaign on the issues that matter to people in later life. Our work focuses on five key areas: money matters, health and wellbeing, home and care, work and training and leisure and lifestyle. We work with our national partners, Age Scotland, Age Cymru and Age NI (together the Age UK Family), our local Age UK partners in England and local Age Concerns. We also work internationally for people in later life as a member of the DEC and with our sister charity Help Age International.
Age UK is a charitable company limited by guarantee and registered in England (registered charity number 1128267 and company number 6825798). Age Concern England and Help the Aged (both registered charities), and their trading and other associated companies merged on the 1st April 2009. Together they have formed the Age UK Group ("we"). Charitable services are offered through Age UK and commercial products are offered by the Charity's trading companies, which donate their net profits to Age UK (the Charity).
About Silver Travel Advisor
Silver Travel Advisor provides a voice for older travellers, with featuring travel reviews and advice about holidays, hotels, restaurants and days out, written by and for its thousands of members.
Much of the information to be found on Silver Travel Advisor is provided by its members who contribute reviews about their own experiences for others to share. Special offers featured are from a range of handpicked specialist travel companies, whose holidays are particularly well-suited to mature travellers. For further information about Silver Travel Advisor, visit www.silvertraveladvisor.com.