Britain's Bank of Grandparents is Reshaping the Luxury Ski Holiday, with VIP SKI

Given that family holidays are all about reconnecting with loved ones and making lasting memories, it’s no surprise that adding multiple generations into the mix is a travel trend. Multi-generational holidays, often referred to as 3G getaways, are on the rise, catering to a diverse range of family dynamics. These trips aren't just for grandparents, parents, and kids and can include any combination of aunts, uncles, or cousins, of any age.

Booming over-65 spending is fuelling this and the trend mirrors wider consumer spending patterns. Economic analysis from Barclays Insights in 2026 reveals that travel spending by the over-65 demographic grew by 6.8%, outperforming all other age groups. This generation is heavily financing large-scale family holidays and are Britain's fastest-growing travel spenders.

The appeal of multi-generational holidays lies in their ability to meet the varied needs of all family members. The younger children can be kept entertained at VIP SKI’s dedicated childcare service Bear Cubs, teens can ski to keep them off their screens, parents can unwind, and seniors can enjoy their time without feeling like they’re just there for babysitting duty and actually get on the mountain!

Luxury ski holidays are undergoing their biggest transformation in decades as Britain's grandparents increasingly foot the bill for multi-generational trips to the Alps.

New figures from luxury chalet operator VIP SKI reveal that bookings involving three generations of the same family increased by 18% last winter, with demand remaining strong this season, accounting for 16% of bookings to date. Peak interest is currently the Christmas holidays, potentially to avoid the decision on who is to host this year or the grind of washing up on Christmas day.

In response, VIP SKI has reimagined its hospitality proposition around the needs of today's multi-generational families.

Guests can choose their chalet menus before they travel, discuss dietary requirements and allergies in advance, request children's favourite meals, arrange bespoke celebration dinners and enjoy tailored hospitality throughout their stay. Parents can relax knowing toddlers and babies are catered for, while milestone birthdays, anniversaries and family celebrations become part of the week's experience rather than an afterthought.

For those seeking an even more personalised stay, VIP SKI's premium CLUB Chalets offer an optional Platinum Service . Guests work directly with the Head Chef and Catering Manager to create bespoke menus inspired by their family's tastes and traditions, paired with carefully selected wines and champagne for special occasions. VIP SKI believes this marks a significant evolution in luxury ski holidays.

As skiers continue to invest in shared family experiences, VIP SKI believes hospitality and not haute cuisine will define the next generation of luxury chalet holidays.

A seven-night stay at No 1 Bellevarde in Val d’Isere, arriving 29 November 2026, is priced from £1,091 pp based on 12 sharing. Price includes chalet-board accommodation (cooked breakfast, afternoon tea, three-course evening meal on six nights with house wines and canapé reception on two nights), free ski guiding, return group transfers from Geneva Airport. Flights extra.

A seven-night stay at The Graciosa in La Plagne for Winter 2026/7 is priced from £1,796 per person, based on eight sharing on a catered chalet basis, staying in the Combin Suite on 31 January 2027. Price includes chalet-board accommodation (cooked breakfast, afternoon tea, three-course evening meal on six nights with house wines and canapé reception on two nights), free ski guiding, return group transfers from Geneva Airport. Flights extra. Platinum Service available from £400 pp.

VIP SKI (0203 892 4060, www.vip-chalets.com)