In the travel world, you hear a lot about how millennials and Gen Z impact travel, but you rarely hear about the smallest generation — Generation Alpha. Born after 2010, this generation is considered digitally native and expected to be the longest-living and wealthiest generation yet. They’re often the children of millennials and the generation includes all those born through 2025, at which point their numbers are expected to reach 2 billion.
According to an Expedia Group Media Solutions study, this generation already impacts travel, too, and their travel experiences are much different than those of their parents.
On average globally, travelers with Generation Alpha children are taking more than three family trips per year. These include 2.4 family leisure trips and 0.8 family “bleisure” trips. Generation Alpha has thus far mostly traveled domestically and parents of Generation Alpha generally travel domestically more often as well.
When parents of Generation Alpha are planning a family trip, they take their children’s likes and interests into high consideration. Ninety-five percent of these parents say keeping their family members entertained and happy is the most important part of a trip, ahead of getting the best deals and value. These children often love theme parks, major entertainment attractions, water activities and being active outdoors. Children are actively requesting to go to certain destinations and, in many cases, parents are acquiescing to their requests and including them in their travel planning talks.
The average trip for these families is 6.9 days and air travel is the preferred mode of transportation, followed by car. A minimal number of Gen Alpha families use trains or buses, or take cruises. When choosing a transportation option, parents are looking for the fastest option available, where the kids will be easiest to manage; these factors take precedence over cost.
Once in a destination, the families prefer hotels to resorts and vacation rentals. When choosing a hotel, location is the primary consideration, followed by family needs and then price thirdly. Families also rarely use public transportation or rideshare services, choosing instead to walk around their destination, or use a personal car.
Like their parents, Generation Alpha kids are using their devices while on the go. Parents report Gen Alpha kids use devices while traveling for watching online videos, taking photos and videos, playing games, communicating with friends and family, using social media and reading.
The Rose Hotel Chicago O’Hare, a Tapestry Collection by Hilton, and its first-floor bar and restaurant Thorn Restaurant & Lounge, are celebrating moms this year with an exclusive Mother’s Day High Tea May 9. Available at 11 a.m. and 2 p.m., the tea is $60 a person or $30 for children 12 and under. The price includes complimentary parking, live music from Dina Bach and a curated menu.
The Marriott Bonvoy Bold™ Card recently launched BoldFamilyTravel.Chase.com, an interactive, online resource allowing families to plan future travel together. The launch followed the Marriott Bonvoy Bold™ Card Survey of parents and grandparents that revealed most parents believe children are important resources for planning family vacations and that one-third of parents don’t currently involve their children in planning but would like to.
The Hamilton Hotel, located steps away from the White House, was the perfect place for a relaxing weekend getaway. Upon arrival, the staff was extremely friendly and helpful with a quick check-in process. The lobby was immaculate with shining marble flooring, velvet couches and an arched ceiling design that brought a sense of sophistication. For added security, the elevators are only accessible to those who have a key card to a guestroom.
The Broadmoor Manitou and Pikes Peak Cog Railway will be back and better than ever in May 2021. The iconic Pikes Peak Cog Railway, one of only two cog railways in the United States, and its view from the summit is where “America the Beautiful” was penned. Experience this with your family when it reopens.