Turkey Second in Multigenerational Holidays: What Does the New Family Segment Want from Hotels?

A family holiday no longer means just a three or four-person reservation consisting of a mother, father, and children.

Jet2's new booking data shows that multigenerational holidays involving grandparents are growing in the UK market.

Multigenerational package holiday bookings made between August 2025 and July 2026 increased by thousands compared to the previous 12 months. The most frequent booking groups in this segment consisted of five and six people.

In the destination ranking, the Canary Islands came first, with Turkey in second. Following Turkey were the Balearic Islands, Greece, and mainland Spain.

This data is not just a positive destination ranking for Turkey.

It points to a more concrete question for hotel operators:

How can a product be designed to satisfy three different generations in the same reservation?

Why is Turkey strong in this segment?

Looking at Jet2's Turkey packages, part of the answer is seen in the structure of the resort product.

The operator's 2026 family holiday portfolio includes the regions of Antalya, Bodrum, Dalaman, and Izmir. Family hotels highlighted in Turkey feature amenities such as aquaparks, children's activities, a wide range of restaurant options, beach access, and an all-inclusive concept. For example, Aquasis Deluxe Resort & Spa in Didim, Aqua Fantasy Aquapark Hotel & Spa in Kusadasi, and Belek Beach Resort Hotel are among the prominent Turkey products on Jet2's family holiday pages.

The specific sales performances of these facilities are not publicly available.

However, it can be understood why the product structure is functional for multigenerational travel.

Children can go to the aquapark.

Parents can use the pool or beach.

Grandparents can spend time in a quieter area.

The group can meet again at the same restaurant in the evening.

In a multigenerational holiday, the facility does not need to direct all customers to the same activity.

On the contrary, allowing different holiday styles in the same facility creates an advantage.

The first criterion for Jet2 customers is suitability for the entire group

In addition to Jet2's booking data, research conducted among its customers also shows their motivations for destination selection.

43% of participants say they choose the destination because it is suitable for the entire traveling group.

The same proportion of customers prefer a place they have visited before.

Weather conditions come in right behind at 42%, while those indicating price suitability account for 34%.

This result is significant for Turkish hospitality.

Because multigenerational tourists are not just looking for child-friendly hotels.

They also want a facility that elderly guests can navigate.

There needs to be areas for parents to relax.

Entertainment for children is necessary.

Different tastes need to be accommodated in the same restaurant.

And the entire group's budget needs to be manageable.

Therefore, the classic "family-friendly" label may no longer be sufficient to describe a three-generation holiday.

Five-six person group room architecture is changing

The most frequently seen multigenerational group size in Jet2 data being five or six people is particularly noteworthy for hotels.

This is because a standard hotel room is usually designed for two adults or two adults plus one or two children.

When a six-person family arrives, the following issues may arise on the sales side:

Will a single large family room be provided?

Will two rooms be sold?

Will the rooms be connected?

Can a guarantee be given for the same floor?

Does the child's room affect the price?

When grandparents make a separate reservation, can the group relationship be maintained in the PMS?

As the multigenerational segment grows, connecting rooms and true family suites are becoming not just architectural features but direct sales products.

There is a significant difference from a customer perspective between selling two standard rooms as "close upon request" and guaranteeing a connected room.

As child policies become more complex, pricing becomes more challenging

In large family bookings, pricing also moves away from the classic double room logic.

For example, the group may consist of;

two grandparents,

two parents,

two children

in this manner.

If the hotel's child age is priced at 0–6 and 7–12, even the children's birth dates can change the total price of the package.

One child may stay free in the first room while a different pricing rule may apply in the second room.

From the tour operator's perspective, this needs to be packaged, while for the hotel, it needs to be converted into the correct contract.

Therefore, simple and transparent occupancy rules in the multigenerational segment can create a sales advantage.

Especially the capacity of large family rooms should be defined consistently across OTA, tour operator, and the hotel's own booking engine.

Otherwise, the customer that the hotel can physically accommodate may not be able to find the room on the digital channel.

Accessibility is no longer just about disabled rooms

The inclusion of grandparents in travel also expands another operational topic:

ease of movement.

A good resort for a multigenerational group is not just a facility suitable for strollers.

Number of elevators.

Distance between the room and the restaurant.

Ramps.

No-step access.

Shower design.

Handrails.

Golf buggy or on-site transfer.

Beach access.

Shaded areas.

All of these can become selection criteria.

Especially in large resorts built on extensive land, being "seafront" does not mean that every room has easy access to the sea for elderly guests.

Sales teams may need to recognize room categories not only based on view and square footage but also based on walking distance within the facility.

All-inclusive model reduces budget uncertainty

It is no coincidence that the all-inclusive product is prominently featured in family hotels highlighted by Jet2 in Turkey.

In a six-person group's holiday, the room price is not the only important factor.

Three meals a day.

Children's drinks.

Snacks.

Ice cream.

Pool drinks.

Dinner.

The total cost of these can quickly change the holiday budget.

The all-inclusive model makes a significant portion of these expenses visible at the time of booking.

Jet2's research indicating that price suitability is one of the important selection criteria at 34% can also be interpreted in this regard.

However, the quality expectations of all-inclusive offerings may vary in a multigenerational group.

While a child may be satisfied with pizza and pasta, a grandparent may have different dietary needs.

Parents may expect higher-quality gastronomy.

Therefore, a large buffet alone may not satisfy three generations.

Product diversity, as well as accessibility, allergen information, and service quality are also gaining importance.

Here, loyalty turns into destination loyalty

Another striking finding in Jet2's research is that 43% of customers choose a destination they have previously visited again.

The logic behind this in a multigenerational holiday is strong.

Going to an unknown hotel for the first time with six people is risky.

If the family knows the;

transfer time,

food,

beach,

children's facilities,

room layout

and service standard,

the decision becomes easier.

This situation makes the repeat visit advantage more valuable for Turkey.

Especially destinations like Antalya, Dalaman, and Bodrum, which have been receiving package tours from the UK for many years, have the advantage of "knowing what to expect."

Therefore, a satisfied multigenerational group is not just a single reservation; it can also hold high value for repeat sales in the coming years.

Turkey has a wide product base from Jet2's perspective

Jet2holidays' current Turkey page lists approximately 700 accommodation options, selling numerous destinations such as Altinkum, Antalya, Belek, Bodrum, Dalaman, Didim, Izmir, Marmaris, Side, Kemer, and Kusadasi. This number may vary based on the current site inventory.

The operator's overall scale is also growing.

According to Jet2's operational update dated September 3, 2026, summer 2026 capacity increased by 7.6% year-on-year to 19.9 million seats; the number of booked passengers increased by 8.8% compared to last year. Growth was recorded in both the package holiday and flight-only segments.

These figures do not reflect the absolute volume of multigenerational bookings in Turkey.

Jet2 did not publicly disclose how many multigenerational bookings were made to Turkey or the percentage of annual increase.

Therefore, a conclusion such as "multigenerational holidays in Turkey grew by X%" cannot be drawn.

The verifiable information is that within the Jet2 system, Turkey is the second most preferred destination in this segment.

Hotels should no longer evaluate families as a single customer

In large family bookings, one person may make the purchasing decision.

However, six different customers experience the holiday.

If the children's pool is poor, the child is not satisfied.

If the restaurant is too noisy, the grandparent is not satisfied.

If there is no spa, one of the parents is not satisfied.

If Wi-Fi is weak, the young customer is not satisfied.

If the room is far away, the guest with mobility limitations struggles.

Therefore, in the multigenerational segment, NPS or guest satisfaction may not reveal real issues when evaluated on a single reservation basis.

It may be more meaningful for the hotel to measure the experiences of different age groups separately.

The opportunity for Turkey is not just to sell larger rooms

The economic value of multigenerational holidays is broader than room capacity.

The presence of six people in the same reservation can create opportunities for sales of;

spa,

à la carte restaurant,

photography,

activities,

private transfers,

cabana,

late check-out

and experiences.

However, the prerequisite for this is that upselling does not try to sell the same product to the entire family.

Different services for grandparents.

Different activities for children.

Different experiences for parents.

Personalization can be done here according to age segment.

Stafflink’s view

In our opinion, the most valuable message of Turkey being second in Jet2's multigenerational holiday bookings is not the sentence "British families love Turkey."

The purchasing unit of family holidays is growing.

A room designed for two adults and two children may no longer meet every reservation.

When a five-six person three-generation group arrives, the hotel's strengths or weaknesses become more visible.

Can connected rooms really be guaranteed?

Can a seventy-year-old guest easily access the beach?

Is an eight-year-old child getting bored?

Can parents have a few hours alone?

Can the restaurant meet the needs of all three generations?

And can the total price of all this be understood at the time of booking?

Turkey's resort infrastructure has a strong starting advantage in this segment.

What will turn this into a lasting competitive advantage is not the number of aquaparks but the operational design that can truly work for three different generations within the same holiday.