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COMMENT IN MY OPINION


In Barrhead Travel’s 44 years in business, the travel industry


has witnessed many changes and challenges. Trends have come and gone, the internet has changed the way we operate and natural disasters have ground the industry to a standstill. And let’s not forget the recession of 2008, which left consumers more cash-conscious and triggered changes in spending habits. But one thing that has remained


constant – even in periods of economic uncertainty – is the family holiday. It’s usually the very last sacrifice and is a staple for many UK households. Amid the hustle and bustle of


everyday life, the annual holiday acts as a haven for us to leave our busy lives behind and spend quality time with our loved ones. And it really is that quality time that becomes the focal point of the much-anticipated getaway. In my household it’s sacred because it’s the time of year we can share new and exciting experiences as a family.


Multigenerational holidays The family holiday is here to stay and it takes on many different appearances. According to Abta’s Travel Trends Report, 86% of the UK population took a holiday in 2018 and the forecast for 2019 predicts even more growth. While not all of these holidaymakers will be travelling as a family, many will be. Perhaps the most noticeable trend of


recent times has been the emergence of the multigenerational holiday. Taking the grandparents on holiday is the new normal – for a multitude of reasons.


Let’s cater for families of all shapes and sizes


This key market now spans single parents and multi-generations


JACQUELINE DOBSON PRESIDENT, BARRHEAD TRAVEL


Firstly, the desire for quality family time spans generations – particularly when people are living longer, are healthier and are working until they are older. Secondly, the convenience of having a support network around you on holiday is hugely appealing. And thirdly, many resorts and cruise lines have adapted their offering to accommodate all age ranges, meaning one size really can fit all.


Reputable agents At Barrhead Travel, multigenerational holiday bookings have increased by 93% over the past five years. As a result, the role of the agent is


more important than ever. With increased passenger numbers per booking, farther-flung destinations becoming more appealing and a demand to create memories through authentic experiences, prospective holidaymakers appreciate the benefits and personal touch that a reputable agent can provide. Aside from expertise and thoughtful recommendations, what could be more


important than mitigating any financial risk to ensure the most important time of year is financially protected?


Diverse families Our industry has so far adapted to the demand for multigenerational holidays with resorts, destinations and cruise ships equipped to entertain all ages. And our January sales reminded us of the fantastic deals for families – particularly for free child places – if two adults are travelling. However, are we doing enough to


cater for other sorts of families? The nuclear family is no longer the norm and it’s time to consider how well we serve single-parent families in terms of value. So as we embrace the bread and


butter of our business – the family holiday – let’s remember to celebrate its existence in all shapes and sizes.


FOR MORE GUEST COMMENTS, GO TO: GO.TRAVELWEEKLY.CO.UK/COMMENT


32 travelweekly.co.uk 7 February 2019


FAMILY HOLIDAYS


SPECIAL ISSUE


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