Austin Lehman Adventures

Baby Boomer Travel Trend: Taking the Grandkids

Published June 13, 2013 | By Clark Norton

Savvy tour operators and destination marketers are taking aim at a big newly emerging travel force: baby boomers traveling with their grandchildren.

Leading edge baby boomers, reaching age 65 at the rate of 10,000 a day, are finding themselves with more time to travel, and affluent baby boomers are ready to both spend some quality time on the road with their grandkids and spend the money necessary to make sure everyone has a memorable trip.

In a report prepared for lastminute.com, the Future Foundation identified GranTravel, as they called it, as one of the key new trends in travel and leisure. The foundation described “a new generation of active grandparents who travel with their grandchildren, making the most of their free time and spending power, while the parents continue to work.”