Properties that cater to large-scale gatherings are feeling the windfall. At Woodloch, a Pennsylvania family resort in the Pocono Mountains, multigenerational travel has always been their bread and butter. But bookings for 2021 are already outpacing 2019, with 117 reservations currently on the books (2019 saw 162 bookings total). “Demand is stronger than it has ever been,” said Rory O’Fee, Woodloch’s director of marketing.
Salamander Hotels & Resorts, which has five properties in Florida, Virginia, South Carolina and Jamaica, has seen 506 family reunions already booked in 2021, accounting for $2.47 million in revenue. In the full calendar year of 2019, they saw only 368 events total, worth about $1.31 million. Club Med said that 16 percent of its 2021 bookings are multigenerational, compared with 3 percent in 2019.
Guided tours are also newly becoming more popular with families looking to reunite: Guy Young, president of Insight Vacations, launched several new small private group trips — which can be booked for as few as 12 people and include a private bus and travel director — after noting that extended families accounted for 20 percent of his business in March and April, compared to a prepandemic average of 8 percent. “Coming out of Covid, with families separated for many months, we saw a significant increase in demand for multigenerational family travel,” he said.
Reuniting at long last
Mr. Belcher hopes his family’s reunion trip to Williamsburg, which will require a nearly nine-hour drive from his home in Livonia, Mich., will offer an opportunity to mend some of the tensions that have built up in the past year. Mr. Belcher and his wife, Stephanie, a financial educator, have been strict about mask-wearing for themselves and their children, who are 9, 5 and almost 6 months. Other family members have been more relaxed, which is one of the reasons they have spent so many months apart. “I am hoping to make some post-Covid memories, starting to hopefully put some of this behind us,” Mr. Belcher said, noting that all the adults attending the reunion will be vaccinated, and as long as there are no additional strangers in the room, they will allow their children to be unmasked, just like the adults, at indoor family events. “Before all of this happened, we were a very close family.”
Traveling together will also offer families a chance to reconnect offline after many months of Skype and screen time.