Summer Travel Forecast: Family Focused Adventures and Ancestral Journeys Dominate 2025
As summer vacation planning shifts into high gear, a newly released report is shedding light on the evolving preferences of travelers. The American Express Travel 2025 Global Travel Trends Report highlights a significant resurgence of family-oriented travel, alongside a growing interest in exploring ancestral roots. These trends point towards a desire for meaningful experiences and stronger connections, shaping the landscape of the travel industry.
The Rise of "Fam Travel": A Multi-Generational Movement
The report identifies "fam travel" as a key trend, characterized by multi-generational vacations where grandparents, parents, and children embark on journeys together. Audrey Hendley, president of American Express Travel, emphasizes that younger generations, particularly millennials and Gen Z, are driving this trend, seeking "thoughtful, meaningful trips." This focus on connection and shared experiences is redefining the traditional family vacation.
The statistics support Hendley’s observations. The report reveals that a remarkable 58% of millennial and Gen Z parents are planning to include extended family members on their upcoming vacations. The primary motivation behind this trend, cited by an overwhelming 89% of these parents, is the desire to spend quality time with loved ones. Beyond simply escaping daily routines, these travelers are actively seeking opportunities to strengthen family bonds and create lasting memories.
While quality time is the dominant factor, the report also notes a more practical reason for bringing along extended family: babysitting. Twenty-four percent of millennial and Gen Z parents acknowledge the appeal of having built-in childcare support while on vacation. This highlights the practical benefits of multi-generational travel, allowing parents to enjoy some personal time while still keeping their children close and cared for within the family unit.
Furthermore, the dynamic of family vacation planning is also evolving. The report indicates that younger family members are increasingly taking the lead in shaping the itinerary. Sixty-eight percent of millennial and Gen Z parents report that their children actively participate in scheduling activities for the family trip. This shift suggests a desire to cater to the interests of all family members, ensuring that the vacation appeals to a diverse range of ages and preferences. It also reflects a broader trend of empowering children and valuing their input within the family structure. The children might be involved in finding kid-friendly activities, researching local attractions, or even choosing restaurants. This participatory approach fosters a sense of ownership and excitement for the trip, creating a more engaging and memorable experience for everyone involved.
Roots Travel: Uncovering Family History and Cultural Heritage
In addition to the surge in "fam travel," the report also highlights the growing popularity of "roots travel," a trend where travelers incorporate their ancestry into their vacation planning. This involves visiting ancestral homelands, exploring historical sites related to their family history, and immersing themselves in the cultures of their forebears.
Adam Duckworth, president and founder of Travelmation, observes that "roots travel" is particularly common among older generations. He explains that these individuals often possess the financial resources necessary to undertake such a trip and are motivated by a desire to connect with their heritage and learn more about their family’s past. Duckworth also notes that they frequently invite other family members to join them on these journeys, transforming them into multi-generational experiences.
The appeal of "roots travel" lies in its ability to provide a deeper understanding of one’s identity and cultural background. By walking in the footsteps of their ancestors, travelers can gain a new perspective on their family history and appreciate the challenges and triumphs that have shaped their lineage. This type of travel often involves researching genealogical records, visiting museums and historical societies, and engaging with local communities to learn about the traditions and customs of their ancestors.
The growth of "roots travel" also reflects a broader societal interest in genealogy and heritage. Online resources and DNA testing kits have made it easier than ever for individuals to trace their family history and uncover their ancestral origins. This increased access to information has fueled a desire to explore these connections in a tangible way, leading to a rise in travel focused on uncovering family roots. Furthermore, the desire to pass on these family stories and cultural knowledge to younger generations is also a powerful motivator for this type of travel.
Implications for the Travel Industry
These evolving travel trends have significant implications for the travel industry. Travel providers need to adapt their offerings to cater to the specific needs and preferences of multi-generational families and those interested in "roots travel."
For "fam travel," this means offering a wider range of accommodation options that can comfortably accommodate larger groups, such as family suites, connecting rooms, and vacation rentals. Tour operators should develop itineraries that cater to a diverse range of ages and interests, offering activities that appeal to both children and adults. Additionally, travel agencies should provide personalized planning services to help families navigate the complexities of multi-generational travel, including coordinating flights, accommodations, and activities for multiple family members.
For "roots travel," travel providers should offer specialized tours and packages that focus on genealogical research and cultural immersion. This could include guided tours of ancestral homelands, visits to historical sites, and opportunities to connect with local communities. Travel agencies should also partner with genealogical experts to provide assistance with researching family history and planning trips that align with individual ancestral origins. Furthermore, the need to assist with language barriers, cultural norms, and historical context can provide a critical service for these travelers.
Looking Ahead
The American Express Travel 2025 Global Travel Trends Report paints a picture of a travel landscape increasingly focused on meaningful connections and personal enrichment. The rise of "fam travel" and "roots travel" reflects a desire to strengthen family bonds, explore cultural heritage, and create lasting memories. As travelers continue to prioritize these experiences, the travel industry must adapt and innovate to meet their evolving needs. The future of travel lies in creating personalized, enriching, and unforgettable journeys that connect people to their loved ones, their past, and the world around them. The emphasis on quality time and shared experiences is likely to continue driving travel decisions in the years to come, shaping the way families explore the world together.
