Tour Operators Target Families to Expand Reach of Luxury Cultural Travel
Photo Credit: A young traveler using virtual reality technology The Luminaire
Skift Take
Although a growing number of families are eager to travel together, convincing them to shell out big money for seemingly dry experiences is a tall order. So tour operators need to create lively environments for children to make their trips more appealing for the lucrative market.
Tour operators specializing in luxury cultural trips — many of which take travelers to locations such as prominent art museums and archaeological sites — have long focused on attracting older guests through their heavy use of lecture-like presentations.
But such companies are increasingly targeting younger travelers and families with young children by turning away from those professor-like talks while emphasizing the use of technology. The shift comes as more people are expressing an interest post-Covid in traveling with loved ones. Seventy-six percent of respondents to a recent survey of consumers in seven countries said they plan to travel more with their families in 2022 than in 2021.
"There is a really growing segment of travelers and a younger age group that really want to h
