With the May holiday period approaching, planning a family trip can feel like solving a high-level puzzle. Parents try to work around a second-year middle schooler’s packed after-school schedule while also mapping routes that won’t be too demanding for a grandmother who has difficulty walking.
In the past, booking a single package tour could settle most of it. But the so-called “flag-led tour,” where large groups follow a fixed itinerary, is increasingly ill-suited to families spanning multiple generations with different needs.
That everyday dilemma is showing up in travel industry data. Even as high prices and exchange-rate pressures raise concerns about weakening demand for overseas travel, family travelers are paying more for customized trips built around their own schedules and preferences.
◆ 1.48 million choose independent travel as the family formula shifts
Independent travel, known as FIT (free independent travel), is growing fast. HanaTour said the number of FIT users in the first quarter hit 1.48 million, the highest since it began tracking the figure. That was up 29% from a year earlier, extending a steep rise for a third straight quarter since the second quarter of last year.
A key shift is that FIT, once seen mainly as a choice for travelers in their 20s and 30s, is becoming a new standard for multigenerational family trips. Instead of a one-size-fits-all circuit of famous sites, families can build precise itineraries based on stamina and tastes, and use tools such as artificial intelligence agent services to plan routes and make reservations more easily.
The smarter way people are buying travel is pushing structural change in a market long dominated by large package tours for families.
◆ Beyond value for money: “value for time” drives short-haul breaks
Another clear trend is “select and focus”: improving the quality of rest while minimizing the burden of long-distance travel.
Yellow Balloon Tour said its May booking data showed that, despite overall demand softening, families still accounted for 33% of travelers. Destinations shifted heavily toward nearby countries: Japan (27%), China (25%) and Vietnam (11%). With many office workers reluctant to take long stretches of leave, weekend trips departing Friday and returning Sunday have gained popularity, reflecting a growing focus on “value for time.”
In that environment, resort lodging has become a decisive factor in choosing family destinations.
According to Kyowon Tour’s Travel Easy data, Phu Quoc’s share of all Vietnam bookings for May rose from 14.7% in 2024 to 29.8% this year, continuing a sharp climb.
The rise is tied to products built around strong lodging options, including five-star resorts and private pool villas. Without spending energy constantly moving around, travelers from infants to grandparents can stay on-site and enjoy offerings such as the Exotica Village theme park and the Aquatopia water park.
The appeal has also been boosted by “no-option packages” that remove unwanted shopping stops, along with perks such as a 50,000-won discount, helping families focus on rest.
“Ultimately, the trend for family travel this May can be summed up as a shift from ‘how many places you see’ to ‘how comfortably you spend time together,’” an industry official said.
* This article has been translated by AI.
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