How the Globus family of brands is Meeting Demand for Multigenerational Travel
by Bruce Parkinson
The Globus family of brands says family travel is bigger than ever.
The Globus family of brands says families are travelling together more than ever, making multigenerational travel one of the biggest trends in 2025. Whether it is grandparents gifting a dream trip or parents planning immersive experiences for their families, group travel is on the rise.
Adding evidence to the claim, Globus recently surveyed 35,000 past tour and river cruise guests and nearly 30% of respondents expressed their intention to travel with family in 2025.
That fits with other industry research like the 2024 Travel Outlook Survey, which found that 35% of families are planning domestic or international trips across multiple generations. And Cruise Lines International Association (CLIA) research reports that over 30% of families now cruise with at least two generations, while nearly 28% include three to five generations.
Family First: Why Multigenerational Travel is Growing
- Post-pandemic, families are prioritizing quality time.
- Rising travel costs make group trips (and group discounts) practical and budget-friendly.
- Longer life expectancy means more active, travel-loving grandparents.
- Travellers want to spend their money on memory-making experiences.
One Family, Multiple Travel Styles
“At the Globus family of brands, we know that every family travels differently,” said Denise Harper, managing director of Canada sales. “From seamless planning to immersive experiences and bucket-list destinations, we provide travel advisors with a range of options – across Globus, Cosmos and Avalon Waterways – to match the needs of multigenerational travellers. Plus, with special discounts for groups of eight or more, we make it easier for families to connect with history – and each other – for less.”
Active Cruises with Avalon Waterways
Avalon helps families sail toward culture, cuisine and connectivity in engaging ways. From port to port, families travel with ease – and enjoy an extensive menu of enlightening activities. A daily selection of included excursions – ranging from Classic to Discovery to Active options – invite families to experience the world through exploration and personal passions.
Some of Avalon’s top summer sailings for families include:
Active & Discovery on the Rhine – June & July Departures
Active & Discovery on the Danube – June, July & August Departures
Active & Discovery on the Rhone – June & July Departures
The Family that Tours Together…
With a balance of must-see sights and off-the-beaten-path discoveries, Globus says a tour includes all the “how” so families can experience “wow” together. From sightseeing to hotels to transportation, a tour takes away all the hassle, so families can focus on memory-making.
“For families looking to celebrate big milestones with one unforgettable trip, our multi-country panorama tours are a top choice,” added Harper.
Top-selling tours for multigenerational families include:
Globus Essential Europe – 9 days (Italy, France, Switzerland)
Globus European Sampler – 9 days (Netherlands, Germany, Switzerland, France)
Globus European Highlights – 10 days (UK, France, Switzerland, Italy)
Cosmos Seven Countries, Venice & Paris – 10 days (UK, Belgium, Germany, Austria, Italy, Switzerland, France)
