What makes booking multi-generational travel complicated is the diverse preference of each generation. Multi-gen vacations must have a destination and activities that appeal to every- one. The skills and knowledge of advisors play a pivotal role here and are critical to creating a perfect itinerary for three generations of families traveling together. While spending time together was a number one priority for 90% of grandparents (see Chart 16), creating new memories was a prime motivator for 85% of parents 3 . On the other side of the spectrum, the primary motivators for children for multi-generational vacations were adventure and fun. CLIENT DIFFERENTIATION PRIMARY MOTIVATORS FOR MULTI-GEN VACATIONS, SHARE BY GENERATION (%) Spend time together / family reunion Create new memories Celebrate personal occasions Experience bucket-list activities together Discretionary spend Explore destinations together Celebrate professional achievements To be adventurous, explore, and have fun 90% 79% 54% 86% 85% 58% 81% 76% 48% 78% 68% 28% 11% 46% 78% 74% 82% 53% 81% 29% 36% 37% 3 Travel Trends for 2022, Barrons (March 2022) 76% 72% CHART 16 | 29