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Media Contact:
Tom Easthope
(206) 325-2830
tom@generationstouringcompany.com
What Are Families After?
An article written by Tom Easthope, Founder & President Generations Touring CompanySM
Seattle, March 15, 2004 - In the last several years travel industry survey firms have increasingly noted the growing popularity of families traveling together. The Travel Industry Association (TIA) reported family travel represents 74% of all travel in the United States. This phenomenon has been noted by one respected research firm as "Togethering" (YPB&R August poll) and supported by the fact that "80% of the active leisure travelers took at least one vacation in the last five years with extended families….".
While there is much written about this trend there is little discussion about the underlying influences behind the family travel phenomena. Undoubtedly the tragic loss of life so close to home on 9/11 increased Americans’ sensitivity about our loved ones. While the "hug your child" response is a strong emotional motivation to travel together, there are other more permanent factors contributing to this larger trend. We see a combination of the following:
1. Families are Important - 9/11 certainly gave most families a reason to look inward and reassess these important relationships. What people see are families facing new challenges brought about by geographic separation, life’s increasing complexity, evolving social values, and the increasingly programmed life of their children. Families literally need to "get away in order to get together".
Lost in the hustle and bustle of our modern life is the time for nurturing, simple discussions about family stories, and making connections between generations. Increasingly family elders live in a different city or state. While many children are growing up in a complex world that has always included computers, television and fast food, they are often are ignorant about the "lessons learned" or accumulated wisdom their family experience has to offer.
2. Increasing Global Interdependence – Daily we are presented with multiple instances where world events and cultures around the world are now impacting our lives here in the US. Advances in technology and communication are making our world smaller and more complex by the day. The world is becoming a global marketplace where companies are trading and drawing from resources around the globe. Politically, the United States spends billions of dollars in foreign aid yet we as Americans are the object of much ire and ill will.
It is important for our next generation to learn about other cultures and perspectives in the world. Our children must become more sophisticated to understand how cultural attitudes, opinions and biases will shape their future. Travel and cultural exchange are very obvious responses to the pressures brought about by the globalization in our lives.
3. Unspoken Needs of Family Elders – A timeless influence is the need for family elders to be involved with and understood by their youngest generations. Family elders are entering that phase of their lives where they become more concerned with their children’s future. Lastly, they fear the possibility of losing the opportunity to share family traditions, legends and the chance to contribute to upbringing of their descendants.
Visiting a child or grandchild is often less satisfying as finding quality time in a host family’s schedule becomes a chore and not the relaxed, enjoyable interaction everyone desires.
Sociologists claim that the availability of free or leisure time is only going to become more precious as our society continues to evolve. If true, the stresses on family institutions will continue to be a challenge. The best antidote is a well thought out family travel experience that adds value and gives families the precious time they need to reconnect.
Consumer Tips to Choosing Intergenerational Travel
Noting the resurgence of families wanting to find new ways to connect with each other, we created Generations Touring Company to deliver a special travel experience to that market niche. Every family has a "golden age" where the elders have the resources, time and need to connect. Children are old enough to appreciate the experience and able travel without excess support. Traveling together provides the unique opportunity to separate from the hectic daily routine and form a more meaningful bond. Sharing adventures together often result in "Remember when…" moments that last a lifetime.
In choosing a family travel experience, people are increasingly looking for companies that add extra value to their experience. Extra value can be defined as providing insight, assistance, activities that are either difficult or too time consuming to organize. When evaluating different travel options, here are several factors to consider:
1. Choice – Does the opportunity provide enough choice for you to find the experience that best matches your interests and abilities? You should be able to choose of level of activity, geographic destination and type of traveling companions. For family tours this could mean grouping opportunities by age ranges of children which allow kids to more easily form bonds with each other.
2. Fun – Many kids work very hard during the school year. A successful family travel experience should some genuine fun activities. Have your child look at brochures and web sites to see if they are excited by the itinerary. Do they believe they are going on a trip for kids or an adult tour that has other kids on it?
3. Experiences That Teach – Learning new things is important and a major value for adult travelers. Is there a program or plan integrated into the itinerary? How is it communicated?
4. Responsible Tourism – Does the tour practice a responsible tourism philosophy? Are the natural and cultural environments you visit treated with respect?
5. Family Orientation – Will your family travel experience allow you time to bond as family? Is there a plan to provide bonding opportunities for families or different generations or is it left up to you to squeeze them in?
6. Value – What is included in the package or tour? Are there hidden costs such as escort and driver gratuities or "optional" admissions? Are discounts available?
7. Financial Security – How is your money handled? Are your prepayments put in a trust or escrow account? Does the company belong to a tour protection insurance plan? If so, what percentage of your payments are covered?
Today many companies are jumping on the family travel bandwagon. Unfortunately this creates additional confusion for those trying to determine the best match for their family. As the travel industry continues to evolve, niche companies like Generations Touring CompanySM will emerge to address and specialize in family travel. You would be well served to investigate this new breed of specialists.
Tom is the founder of Generations Touring Company SM. His dedication to family and global awareness has encouraged his vision of providing new and meaningful travel experiences for grandparents and grandchildren in the United States and throughout the world.
An executive in the travel industry with 20 years of progressive success, Tom has lead corporate expansions through the creation of new ventures and integration/acquisition of multiple travel companies. In his nine-year tenure as Senior Vice President and General Manager of Global Leisure Travel, headquartered in Seattle, Washington, Tom directed the growth of the company establishing its position as the premier leader in the escorted and packaged tour segments of the industry.
Generations Touring CompanySM is the premier touring company providing "unique and interesting" intergenerational tours throughout North America and the world. GTC tours are designed around a variety of activity levels, are limited to small groups and create personal connections to a destination through family stays, family meals and structured cultural exchanges. The company’s "off the beaten path" itineraries are substantive and encourage global awareness and responsible tourism themes and content.
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