Summer Family-Travel Trends

Summer may be just ahead, but Virtuoso already knows where families are going. The global luxury travel network surveyed 1,000 expert travel advisors, collecting data for the 2019 Virtuoso Luxe Report, predicting where, why and how families are getting to their summer getaways this year.

First up, who has a say in family travel planning? Believe it or not, Generation Z has a significant hold on where the family travels. Generation Z is defined as individuals born in 2000, younger than 19, and belong to the up-and-coming most-influential generation.

According to Virtuoso’s report, typically Gen Z teens and younger are involved in trip planning through their own volition and interest. Statistically, they have an interest in active experiences and unusual destinations, much like the millennial generation before them. One aspect of Generation Z travelers is their interest in social media. By interest, we mean addiction. The more visual the location and activity, the better, as it photographs well for social media.

The report also suggests Generation Z individuals are more worldly at a younger age as they tend to travel more than the generation before them.


Photo: Denis Moskvinov |

As for the rest of the family, it seems adventure trips are on the rise. According to Virtuoso’s report, the top 10 family travel trends are as follows:

  1. Active or adventure trips
  2. Multigenerational trips
  3. Beach resort stays
  4. Celebration travel
  5. Touring (guided or private)
  6. Mother/daughter or father/son trips
  7. Cultural immersion
  8. Ocean cruising
  9. Educational trips
  10. River cruises

In short, Virtuoso’s analysis predicts families have more interest in experiences, fun activities and important moments in travel, like celebrating milestones and collecting memories together.

Knowing what draws a family to travel, what activities they seek and who influences the vacation, the destinations on the top 10 list for family summer travel seem to speak for themselves. Between the natural beautiful and various attractions of each destination, added with the cultural immersion opportunities and highly visual appeal, it’s no wonder these are the top 10 family destinations.

Top 10 Hottest Family Destinations

  1. Italy
  2. Mexico
  3. Hawai’i
  4. Orlando, Florida
  5. England
  6. South Africa
  7. Costa Rica
  8. France
  9. Dominican Republic
  10. Spain

For families seeking somewhere off-the-beaten path, these destinations made unconventional their market. Virtuoso’s report predicts the top 10 unconventional family destinations this year will be Iceland, the Galapagos Islands, Cuba, Antarctica and Morocco — all filling the top 5. Coming in last, but not least, Japan, Egypt, Bhutan, Rwanda and India complete the top 10 list.

Searching for the lesser-known destination brimming with cultural experiences and a more local feel has been a rising trend for years, so much so, many of the “lesser-known” locales are already seeing incredible tourism increases.