Agents back Jet2 data showing rise in multi-generational holidays

By Lisa James
4 September 2026

Agents say they are seeing growing demand for multi-generational holidays, backing up new research from Jet2 which shows more people are choosing to holiday with grandparents or other members of their extended family.

The latest booking data from the operator revealed that thousands more package bookings for multi-generational holidays were sold between August 2025 and July 2026 compared with the same period a year earlier.

According to Jet2, groups of five or six people are the most commonly booked, and the Canary Islands is the most popular destination for families travelling across multiple generations.

Türkiye is the second most popular destination, followed by the Balearic Islands, Greece and mainland Spain.

Separate research among Jet2 customers found that suitability for the whole party was the biggest factor when choosing a destination, cited by 43% of respondents. The same proportion said they chose somewhere they had visited before, while weather (42%) and affordability (34%) were also among the top considerations.

Jet2 Chief Customer Officer David Hills said: “The traditional family holiday is changing for many people, with more grandparents, parents and children choosing to make memories together in the sunshine.

“Jet2 offers something for each generation. Whether it’s grandparents getting to spend more quality time with their grandchildren, fun for the kids or some relaxation time for parents, everyone gets the chance to enjoy proper time together away from everyday routines.

“Our extensive programme of flights and holidays makes it easy for families to find a holiday that works for everyone, so they can spend less time worrying about the logistics and more time enjoying being away together.”

Agents told Travel Gossip they are seeing more large family groups booking well in advance, often to celebrate special occasions and secure the accommodation they want.

One agent said: “I have definitely seen an uptake especially when celebrating something special. I have just booked a family of 10 celebrating a 70th birthday and staying at Ikos in June 2027 across three different room types. I think people now want to spend time together more than ever before and they are planning ahead to ensure they get the perfect holiday, the rooms they want at the best prices.”

Personal Holiday Advisor Becky Aljabbar, based in Bexhill, East Sussex, said: “I’ve had two lots of three generations staying in Puerto Pollensa [Mallorca] recently and have just booked another three generations on a Caribbean cruise-and-stay at Easter as a ‘last trip’ for the grandparents who are in their 80s. It started off as an enquiry about cruising from Southampton but they didn’t like the itineraries offered at Easter so they’ve ended up further afield.”

Another agent said multi-generational holidays can work out more cost-effective than days out in the UK.

“Kinship carers can be inter-generational and can pose particular logistical challenges,” the agent said. “The cost of days out makes holidays look more viable.

“My in-laws started going away with a few friends and ‘the children’. Now the friends are older, the children have found spouses and have children, and the group of 10 or so is now 30.”

Personal Travel Consultant Nicola Szymanowski, based in Bury, Greater Manchester, said: “My last two big family bookings have both been Maldives.”

And Bernadette Askouni who works in agency sales for operator Ionian Island Holidays, said the company has expanded its portfolio accordingly: “We have definitely seen an increase so much so we’ve got a few large villas in our collection sleeping up to 16 over two villas or up to 12 in one,” she said.

However, agents said multi-generational bookings can also bring challenges, with one agent saying options available for older travellers with mobility issues or requiring accessible accommodation limits the choices available.

Meanwhile, Northampton-based Your Holiday Booking agent Sabine Knowles said: “I’ve done quotes, but not many bookings. I find that they struggle to agree on the holiday that everyone is happy with and often end up doing their own thing.

“They also often want a breakdown of cost rather than a package price so they can work it out between families, which doesn’t go down well if they compare it to a direct online search for just their own immediate family that they are sharing the room with.

“These end up rather time consuming without much of a positive outcome for me as an agent personally, however, I will always try if they ask.”