We recently conducted our own research on how adults with Gen Alphas in their family (including parents and grandparents) plan, book, and experience travel. Nearly ten thousand global survey respondents from nine countries indicated that, when traveling, nothing tops an entertained and happy family. Although they are cost-conscious (nearly 80% say budget is a factor that they consider), experience beats expense. Significantly, they report being willing to spend nearly a quarter of their travel budget on their hotel—and once there, relaxation is a high priority. Most importantly, seven in ten travelers are 'destination undecided,' which is to say: they are deciding between two or more destinations when planning a family trip.
Alphas are also like their Millennial parents—only more so. Henry Rose Lee, an intergenerational speaker and author, describes Alphas as “Millennials on steroids.” Both generations seek out activities, value experiences, and demand “Insta-worthiness” from their trips—the last being especially important to the thousands of Alpha-aged influencers on Instagram (and the parents who run their accounts). Expect Millennials’ values to show up strongly in their kids, with an added level of digital-savviness, thanks to Alphas being the first generation entirely comprised of digital natives.