The US Grand-Traveller: The Changing Roles of Families and Travel

In the United States, a noticeable trend is occurring. Fewer babies are being born and people are living longer.. The baby-boomer generation, in particular, is better off than any other generation has been and, consequently, are spending more money on grandchildren. Together these factors have resulted in the establishment of a new niche travel market called ‘grand-travellers’ in which grandparents holiday with grandchildren, especially during school holidays when parents may have to work.

Since 1950, the United States has undergone a profound demographic change, with the rapid ageing of the population, a phenomenon that has resulted in an older population replacing what used to be a young-age sex demographic. By 2030, the population of the United States will be 363 million, but the age profile will be very different to that of 1950 when 8.1% of the population was over 65, whereas in 2030 it will be 19%.

Families a system of support and reciprocity to the extent that there is an inter-dependent network—grandparents are baby-sitters; teenagers are carers; and parents are increasingly offering financial support when their children buy their first home. Indeed, in spite of the changing composition of households, kinship ties appear to be very much alive in everyday life. Families of the future will be egalitarian, democratic and flexible, and effectively operate as a partnership or team where each member has an equal voice and acts as an individual consumer with his or her own demands and expectations — for example, more and more children have a significant degree of influence on purchase decisions within the household, including holidays.

As grandparents have more leisure time and parents lead increasingly complicated lives, a new trend is emerging — that of grandparents and grandchildren holidaying together. This is called grand-travel, is one of the fastest growing trends in the twenty-first century society. According to the Travel Industry Association of America, 30% of US leisure travellers who are grandparents have taken at least one vacation with their grandchildren.

The Walt Disney Corporation is a pioneer of the idea of grandparents travelling with their grandchildren. Disney recognises opportunities to attract grandparents and grandchildren to Disney theme parks for vacations, and they offer special packages and travel arrangements specifically arranged for grandparents with grandchildren.

So, why is grand travelling proving to be popular? The key to the popularity of the grand-travel experience is that it offers something for everyone involved, even the parents who are not involved. Grandparents are able to spend quality time with their grandchildren without interference from the parents. The parents are able to relax, knowing their children are away with someone they trust

In 2030, there will be fewer children in the world and more relatives and grandparents. As a result, children will become more important, they will be showered with more gifts, and relatives will spend more time with them. Details taken from Dr Ian Yeoman’s new book, tomorrows tourist.

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