This article originally
appeared in the June issue of AGENTatHOME magazine and was written by Samantha Davis-Friedman. Subscribe here to receive your free copy each month.
For more than 55 years, ALG Vacations and its six unique brands – Apple Vacations, Blue Sky Tours, Funjet Vacations, Southwest Vacations, Travel Impressions and United Vacations – have partnered with travel advisors. The goal? To provide memorable vacation experiences for clients worldwide, including families, who are “planning with more intention than ever,” according to Jacki Marks, global head of trade brands for ALG Vacations.
‘Now, Not Later’ Mindset’
Already in 2025, many agents are finding that families are taking bigger and often more adventurous vacations they might not have considered a few years ago. Marks said ALG Vacations is also seeing a “now, not later” mindset, which she described as “a beautiful shift.” She noted that some families are even choosing travel experiences instead of tangible gifts, using that time to celebrate a special occasion together
Just as important as having a finger on the pulse of where families want to go is knowing how to make the connections that get them there, said ALG Vacations’ Jacki Marks.
Tools to Help Advisors Sell
That’s why ALG Vacations is investing in tools to help travel advisors bridge generational gaps, with ALGVPro courses and dedicated training focused on capitalizing on the reach of social media. The company also hosts professional events that bring rising and seasoned advisors together.
“We’re always innovating at ALG Vacations to help advisors grow their businesses and meet evolving traveler needs,” she said, citing events such as the Ascend Conference, the Kindness Conference and Kindness Connection. These events create opportunities for collaboration and help ensure advisors can meet today’s family travel trends with insight and confidence, Marks added.
“Grandparents especially are leading the charge to create lasting memories,” Marks said. “From milestone celebrations to long-awaited ‘just because’ trips, these multigenerational moments are becoming a priority – not a ‘someday’ dream.”
The “now, not later” mentality provides a golden opportunity for advisors to suggest longer or more extensive itineraries to clients who may have previously played it safe. And while some families may be open to exploring more far-flung vacation experiences, Europe has consistently been a top choice for parents and grandparents looking to introduce international travel to kids.
Extending Cruise Vacations
This includes European cruising, a tried-and-true travel style for families. However, according to Marks, more travelers are extending their cruises to incorporate pre-and/or post-cruise stays, which turns a single sailing into an extended vacation.
“These packages add value, eliminate planning stress and allow multigenerational travelers to explore culturally rich cities before or after they board,” Marks said. “It’s a perfect complement to the continued popularity of cruising among families and supports the growing trend of ‘skip-generation’ trips – where grandparents and grandchildren travel together.”
With more than 10,000 advisors booking European vacations with ALG Vacations last year alone, the company has continued to expand its offerings in that region, ensuring clients have a wide selection of destinations, multicity itineraries and pre- or post-cruise extensions.
“Travelers – especially families – are seeking out destinations that balance culture, value and convenience, and Europe delivers on all three,” Marks said.
ALG Vacations’ events such as the Ascend Conference, help advisors grow their business. Pictured, Jacki Marks and Carson Kressley, ALG Vacations Travel Advisor Champion from “Queen Eye for the Straight Guy” and “RuPaul’s Drag Race.” (Photo Credit: ALG Vacations)
‘City and Sea’ Itineraries
This trend has also led to an increased demand for ALG Vacations’ “city and sea” European itineraries, which offer a combination of cultural exploration and relaxation. Travelers begin a vacation in urban centers such as Barcelona, Spain; Athens, Greece; or Lisbon, Portugal, then move to beachfront resorts in places like Mallorca, Spain; Mykonos, Greece; or the Canary Islands – including nearly 50 new all-inclusive properties from the Hyatt Inclusive Collection, like the highly anticipated Dreams Madeira Resort Spa & Marina in Caniçal, Portugal, and Zoëtry Halkidiki Resort & Spa in Halkidiki, Greece.
“We’re committed to helping advisors understand how these properties differ from the traditional all-inclusive experience in Mexico and the Caribbean,” Marks said. “With more knowledge, advisors can confidently pair clients with the right resort while expanding their own destination portfolio.”
Mexico and the Caribbean
ALG Vacations also continues to lead in Mexico and the Caribbean, with two of its brands receiving TravelPulse and AGENTatHOME Travvy Awards: Apple Vacations and Funjet Vacations were voted Best Tour Operator (Packaged) for Mexico and the Caribbean.
In these destinations, all-inclusive vacations remain a perfect choice for multigenerational and skip-gen travelers, because they offer value and something for everyone – from dedicated clubs and activities for kids and teens to fine dining and spa treatments for adults. Some resorts also blend family-friendly amenities with adults-only spaces, offering clients a “best of both worlds” vacation experience.
Plus, Marks noted, by booking early through a tour operator such as ALG Vacations, advisors can secure preferred rates, even during peak seasons.
Other resort brands offer exchange privileges between sister properties in the same destination, enabling guests to enjoy amenities and activities at both resorts during their stay, and providing a wider range of activities for all ages. This arrangement allows travelers without children to stay in an adults-only resort, while other members of their group opt for a kid-friendly sister resort nearby. Booking sister properties also makes planning activities for the entire group easier, including day trips or boat excursions.
Marks pointed to Dreams Playa Mujeres Golf & Spa Resort and the adults-only Secrets Playa Mujeres Golf & Spa Resort in Cancun as an example of sister resorts where families can enjoy unique amenities that cater to different needs. However, as with any destination, she credited advisors as “the key to ensuring every generation gets the most from the experience.”
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