ABSTRACT
Multigenerational travel is an increasing trend of family tourism across three age groups, including grandparents, parents and children. This study examines the decision-making process for multigenerational family travel to increase marketers’ understanding of the tourism sector. A qualitative research method was used to conduct interviews with four Indonesian families that enjoyed family travel in the last five years. The results showed that there were several considerations to make in regard to the first and third generation. Furthermore, it is essential to consider mutual comfort for all the age groups involved when planning multigenerational travel. Women were relatively more involved than men in planning travels with dominance at all stages. Therefore, marketing strategies and messages need to be tailored to women.
