For decades, family travel was largely an adult affair: parents chose the destination, booked the hotel, and planned the itinerary, with children along for the ride. That dynamic is shifting. A 2025 report from global OTA Agoda underscores that the hospitality sector must stay attuned to Gen Z preferences, signaling that younger travelers now have a tangible voice in shaping tourism’s future.
Social media has amplified the opinions of children and teenagers, turning them from passive passengers into active co-decision-makers. They influence where families go, what activities are booked, and how long vacations last. This trend is forcing airlines, hotel groups, and tour operators to rethink their offerings.
From Passive Passengers to Co-Decision-Makers
Research from Nanjing University’s 2021 study, Children’s Tourist World: Two Scenarios, noted that “existing tourism practice centres on adults.” In China, the study found a market anomaly: “more emphasis on demand than supply; more emphasis on adults than children; more emphasis on tourism than education.” Yet it also predicted rapid growth in children’s tourism, despite a scarcity of meaningful products. The researchers criticized the industry for treating children as “commercial cannon fodder,” offering empty fun rather than educational experiences. They cited complaints about Shanghai Disneyland’s crowding, poor services, and over-commercialization, arguing that such offerings fail to satisfy parents who value education through travel.
Since that study, the industry has begun to adapt. Hotels and airlines now actively cater to younger guests with child-friendly amenities, market-specific entertainment, and family-centric packages. For example, Marriott International’s family programs include kids’ clubs and age-appropriate activities, while Singapore Airlines offers dedicated children’s meal options and entertainment on long-haul routes like Singapore to London. Cruise lines such as Royal Caribbean and Disney Cruise Line have long invested in youth programs, but the trend is spreading to boutique hotels and tour operators.
Meanwhile, independent travel by young adults and students is a growing market. Experiences must now allow more time for cultural immersion, as seen in programs like EF Education First’s study tours or G Adventures’ youth-focused itineraries.
The Other Side: Children in Host Destinations
The discussion has been one-sided for years, focusing on young travelers rather than children living in destinations. Organizations like World Vision are now highlighting the plight of these children, who are often excluded from tourism planning. Risks include child labour, exploitative voluntourism (e.g., demeaning orphanage visits), and sexual exploitation.
A 2021 study across six European destinations found that tourism disrupts family life in host communities. Researchers noted: “Tourism not only disrupts life in the community, but also family life. Families benefit financially, but overall family relationships are deteriorating. Fatigue and incompatible schedules impose challenges to childcare and family functioning.” Parents working in tourism often lack time for their children and avoid tourist-heavy social spaces.
Destinations must make younger residents stakeholders in decision-making or at least a sector of protective focus. Only then can they safeguard children without compromising tourism initiatives. For travel professionals, this means considering the impact of their packages on local communities—a lesson relevant to hoteliers in Bali, tour operators in Thailand, and airlines serving the Caribbean.
As the industry evolves, the under-18 demographic will continue to shape economic decisions. Airlines like Emirates and Qatar Airways are already offering enhanced family services, while hotel groups such as Accor and Hilton are rolling out family-friendly packages. The key is to balance the desires of young travelers with the well-being of children in host destinations—a challenge that will define family travel in the years ahead.
