Here Come the Grannies: Why Multigenerational Travel Might Be the Smartest Niche You’re Not Prioritizing
“Here come the grannies!”
If you’ve ever been emotionally blindsided by a Bluey episode (and let’s be real — who hasn’t?), you know this iconic phrase. It signals the moment Grandma Janet and Grandma Rita arrive on the scene: full of mischief, life, and just enough chaos to make it unforgettable.
Honestly? That’s exactly what it feels like when a multigenerational family books a trip. And if you're not leaning into this niche, friend, you’re leaving both impact and income on the table.
Let me explain.
The First Granny Changed My Business
Her name was Mary. She called me years ago and said, “I want to take my entire family on a trip. I don’t care where — I just want to be with them.”
She wasn’t asking for logistics.
She was asking for legacy.
That was the lightbulb moment.
Since then, I’ve worked with dozens of multigen groups — cruises, all-inclusives, Italian villas, Alaskan adventures, you name it. These trips are equal parts emotionally rich and financially rewarding. And yet, many agents avoid them because… well, they’re “a lot.”
But here’s the truth: the juice is worth the squeeze.
Why Multigen Clients Are Gold
Let’s break it down:
One lead. Many travelers.
Multigenerational trips can easily clock 10–20 people. That’s one inquiry that multiplies itself into dozens of room bookings, excursions, upgrades, flights, and insurance packages.
Grandparents are the buyers.
And they’re not messing around. This is often their legacy gift — their “we’re doing it while we still can” moment. They aren’t usually chasing deals. They’re chasing meaning.
You’re not just a planner — you’re a hero.
These families feel the emotional weight of trying to pull off something special. When you make it seamless, they remember. They refer. They rebook.
What You Need to Know
Want to dip your toes into the multigen waters without drowning in group logistics? Here are a few things I’ve learned the hard (and rewarding) way:
Cruises are your friend. Everyone gets their own space, and you don’t have to find 15 different dinner spots that work for picky eaters and gluten-free grandparents.
Start with Grandma. The matriarch (or patriarch) is almost always the initiator. Listen well. Speak to the heart. And make sure you’re giving them options that feel meaningful and manageable.
Don’t wait for “perfect.” Half these trips never happen because someone’s toddler isn’t “old enough to remember.” Spoiler: everyone remembers. Don’t sell the trip short.
Systematize everything. Templates, emails, shared docs, a strong CRM — you need a workflow. Otherwise, you’ll lose your mind. (Ask me how I know.)
Market it with heart. This isn’t about pushing a group rate. It’s about showing what it means when a grandparent dances on a cruise deck with their grandkids or passes down a family story over gelato in Florence. Sell the emotion.
Final Word?
Multigenerational travel isn’t just a niche. It’s a movement. It’s where emotion meets scale.
And if you can be the advisor who makes it possible — the one who wrangles the passports, juggles the room categories, and still makes it feel easy — you’ll be more than booked.
You’ll be beloved.
So the next time you hear, “Here come the grannies!” — smile.
And start the quote.