Grandparents aren’t just coming on holiday anymore; they’re becoming the ultimate travel companions – giving everyone more.
To position Hilton as a brand that understands family needs on holiday and helps create lasting memories, we partnered with broadcaster and grandfather of seven, Gyles Brandreth, to launch “Gran-ual Leave” – a campaign exploring the rise of multi-generational family holidays and the positive impact grandparents have on them. And the research proved it.
Our study of 1,000 British grandparents revealed that multi-generational travel is firmly on the rise – with more than two thirds (69%) having done so in the past year – and everyone is reaping the rewards.
Not only did the research show that travelling with grandparents can give children an extra 14 hours of playtime and parents up to 24 hours of additional downtime across a week-long trip, but it also highlighted how grandparents are rewriting the parenting rulebook on holiday.
By pairing timely research with a recognisable personality and a relatable family insight, supported with a broadcast day, the campaign positioned Hilton at the centre of a fast-growing travel trend and leaders in family travel.
