Children's Day has passed, but Family Month has just begun. This is the time of year when demand peaks for vacations involving parents and children, or even three generations including grandparents. The travel industry is busy attracting family customers, with offerings ranging from filial tours for elderly parents to downtown three-generation staycations enjoyed by grandfathers and grandchildren alike.
According to Yellow Balloon Tour, family travelers accounted for 33% of all travel bookings this month, the largest share. "Even as overall demand has shrunk due to war and high fuel prices, demand for family travel remains relatively stable," a Yellow Balloon Tour official said. Rising fuel prices, however, have boosted preference for short-haul, value-oriented destinations. Japan and China were the top choices among overseas travelers, accounting for 27% and 25%, respectively.
In response to this trend, the hotel industry has rolled up its sleeves to attract value-oriented family travelers. Hotels see staycations as a choice that allows three generations—from grandparents to grandchildren—to relax in a fresh setting while avoiding the hassle and cost of air travel.
Lotte Hotel Jeju has launched a room package for extended families in celebration of Family Month. The flagship offering is the Pool Villa Suite, with maximum occupancy expanded from five to six guests at no additional charge to accommodate three-generation or larger families. The product is named the "Multi-Gen Pool Villa" package. The room features an infinity-edge pool, canopy, and sunbeds, allowing families to enjoy private time together. The package includes in-room dining benefits, with guests able to choose between a "Wine and Cheese Platter" or the "Hwayo Juansang Set," which features stir-fried black pork, Korean pancakes, seafood jjamppong, and beef jerky.
For families with children, particularly daughters, the hotel offers the "Hello Kitty Camellia Edition" package. It includes a pink-themed Hello Kitty Family Twin Room and breakfast for two adults and one child. The package also provides a 20% discount on the on-site children's play complex and a free cookie house or key ring-making experience per person for stays of two nights or more.
The Westin Josun Seoul is also running packages for families with children or three-generation families to enjoy staycations during holidays and weekends. Guests who book two or more rooms can receive connecting rooms depending on availability, allowing extended families to link two rooms for private time together. Benefits include children's bags or gifts from infant amenity brands, with breakfast included per room. Booking two rooms can accommodate four adults and two children, allowing all three generations to enjoy the stay together.
The Westin Josun Seoul has also targeted customers planning family meals in May separately from its room packages. At its Ninth Gate restaurant, weekday dinner visits of three or more guests accompanied by parents receive a 20% discount on the "Herendi Course," which includes tagliolini with truffle and grilled tilefish with beurre blanc sauce. On weekends, parties of two or more adults accompanied by children receive a 50% discount on kids' menu items. In addition, L'Escape Seoul Myeongdong and Yamabuki, the Japanese restaurant at Josun Hotels & Resorts, are also offering special Family Month courses.
Paradise Spa Dogo, where family visitors accompanied by parents or children already account for more than 80% of guests, is aggressively drawing more family travelers through May promotions. To mark Parents' Day, the spa is offering a 40% discount on admission for visitors accompanied by parents from May 8 to 14. The discount applies to the accompanying parents' admission, and a family relations certificate must be presented as proof. From May 15 to 21, which includes Teachers' Day, teachers holding kindergarten, elementary, middle, high school, or university faculty IDs can receive 40% off spa admission.
Thanks to surging family demand, the Cabin Park camping accommodations within Paradise Spa Dogo are fully booked on May weekends. Total May bookings have already surpassed the previous month's total occupancy.
Travel agencies have designed family-focused products for customers planning overseas trips. The offerings are tailored to allow three generations to tour cities together while minimizing physical strain. Hana Tour's "Japan Kyushu 3-Day Best Family Trip" includes a visit to Beppu's "Hells of Beppu," famous for its boiling hot spring waters and steam, for grandparents, alongside a jungle bus tour at "African Safari" for children.
Yellow Balloon Tour has launched a family trip to Da Nang, Vietnam. The itinerary features experiential content such as cruises, sky lounges, and night tours to engage all three generations. The schedule also incorporates two massage sessions and free beach time for relaxation. "Given the holiday structure in May this year, itineraries that allow Friday departures and Sunday returns are a key selection criterion," a Yellow Balloon Tour official said. "Family travel products to Da Nang and Phu Quoc in Vietnam and Zhangjiajie in China have been designed with this in mind to enable short weekend trips."
