Hilton study highlights growing trend of multi-generational holidays - Get updated on what's happening in tourism!

Family holidays are increasingly becoming a multi-generational experience, with grandparents playing a central role in how families travel together. According to new research commissioned by Hilton, the growing trend – described as the “Gran-ual Leave” effect – is reshaping family holidays by creating more relaxation for parents, stronger bonds across generations and additional support during trips.

The study, based on responses from 1,000 British grandparents, found that multi-generational travel has become significantly more common in recent years. One quarter of respondents said they now travel with their children and grandchildren more frequently than five years ago, while 69 percent had taken part in a family holiday of this kind within the past year.

Grandparents give parents more time to relax

According to the research, grandparents spend an average of four hours per day entertaining their grandchildren while on holiday. Over the course of a typical week-long trip, this gives parents approximately 24 hours of additional child-free downtime.

Children also benefit from the arrangement, gaining nearly two and a half extra hours of daily playtime and bonding with grandparents, equivalent to around 14 additional hours across a week.

The survey suggests that the benefits extend across the whole family. More than 80 percent of grandparents said travelling together strengthens their relationship with grandchildren, while 73 percent reported improved relationships with their adult children. Many respondents also said the experience positively affected their own wellbeing, helping them feel younger, more active and emotionally fulfilled.

Rule-breaking grandparents create both joy and tension

The research also found that grandparents often take a more relaxed approach with grandchildren than they did with their own children. Around 70 percent admitted they are more easy-going and fun while travelling with grandchildren, and 77 percent acknowledged breaking rules they would once have enforced strictly.

Among the most common indulgences are allowing children to stay up later, agreeing to extra treats, relaxing mealtime rules and spending more time playing games together.

At the same time, the study revealed occasional tensions between generations. Three in ten grandparents said their relaxed holiday style sometimes causes disagreements with their adult children, while one quarter reported being told they spoil the grandchildren too much.

Despite this, many families view the dynamic positively, with grandparents frequently stepping in for babysitting duties, organising activities and helping create memorable experiences during trips.

Gyles Brandreth fronts Hilton campaign

To launch the “Gran-ual Leave” initiative, Hilton partnered with broadcaster, author and grandfather of seven Gyles Brandreth, who appears in a new promotional campaign exploring the role grandparents play in family travel.

“For me, holidays together with my children and grandkids are all about maximising time and creating magical memories together,” said Brandreth. “And much to my own children’s envy, I find myself relaxing the strict rules with the grandchildren which I once held dear with them.”

Hilton said the findings reflect broader trends identified in its 2026 Trends Report, which showed that nearly half of British adults travelled with grandparents during childhood, while one in five children today travel exclusively with grandparents.

John Rogers, Senior Vice President Brand Management for Europe, the Middle East, Africa and Asia Pacific at Hilton, said family travel continues to evolve towards more flexible, multi-generational experiences.

“Family holidays create lasting memories, and our research shows that grandparents can help everyone get more from the trip – giving parents extra time to unwind and children more time to play and connect,” said Rogers.

Hilton added that its hotel portfolio and connecting room options are designed to support the growing demand for multi-generational travel across different budgets and travel styles.

Image Credit: © Hilton