If you’ve planned a family holiday recently, you’ve probably felt it yourself. It’s not just about finding somewhere to stay anymore… it’s about finding somewhere that actually feels worth it. Because between rising costs, limited time off and the sheer effort of travelling with kids, families are becoming far more intentional about how (and where) they travel.
We’re still taking trips (statistics show the demand is clearly there) but expectations have shifted towards experience-driven travel for families, where how a place feels matters just as much as the destination itself.
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From “just a place to stay” to something more
For a long time, accommodation played a pretty simple role in family travel. It was where you slept, maybe where you swam, and if you were lucky, it was close to whatever you’d come to see.
But that’s starting to change. In a recent podcast episode, I spoke with Elysia Kelly, co-founder of Trentham Waters in Mildura, and one thing that really stood out is how widespread this shift is becoming. It’s not just happening in high-end resorts or international travel – it’s happening everywhere, including caravan parks.
That idea of something feeling “worth it” has quietly become the new benchmark.
The rise of experience-driven travel for families
So what does experience-driven mean in practice?
It’s not necessarily about luxury. It’s more about how a place makes you feel when you arrive, whether the experience sticks with you, and whether the cost actually feels justified.
As Elysia explained:
“I think again, that the whole COVID situation changed the landscape of the way people travel, particularly domestically.”
Why caravan parks are evolving too
One of the more interesting parts of this shift is that it’s not just happening at the top end of the market. It’s happening in caravan parks as well.
Traditionally, caravan parks have been simple, no-frills places to stay. Functional, affordable, and often in great locations – but not usually the reason you chose the destination.
That’s starting to change.
“If you have a look at the cost of buying a caravan now, it’s a huge investment… so then of course people will be expecting… to take this amazing home on wheels to some incredible locations.”
When you think about it, that makes complete sense. If you’re investing that much into your setup (which many families did both during and post COVID), you want somewhere that adds to the experience – not just somewhere to park.
A real-world example: Trentham Waters, Mildura
Trentham Waters is a good example of what this shift looks like. Instead of building a traditional caravan park, the team set out to create something that felt like a destination in its own right, a holiday park inspired by a Palm Springs aesthetic, but still grounded in the Murray River landscape.
And interestingly, it didn’t start with buildings or facilities. It started with how they wanted people to feel.
“The playlist… was really the initial building block of the entire resort.”
That focus on emotion carries through everything, from the music playing across the property to the smaller design details guests notice when they arrive.
“We wanted the wow factor when people drive through those gates… every single person that comes into the reception is like, ‘oh my gosh, like wow.’”
It’s not about luxury – it’s about intention
One of the biggest misconceptions about this trend is that it’s about making everything more high-end or expensive. It’s not. It’s about being more intentional with the experience you’re creating.
“If you can make somebody’s day better… then you should absolutely do it.”
That might be through thoughtful design, a genuinely warm welcome, or just those small, unexpected moments that make a place feel different. Because ultimately, families aren’t just paying for accommodation anymore – they’re paying for how the whole experience feels.
Why this matters right now
This shift is happening alongside a few bigger changes in travel:
- rising costs
- stronger demand for domestic holidays
- more demand for wellness travel
- and a growing focus on meaningful time together
Which means every trip carries a bit more weight than it used to, and as a result, expectations rise with that. As I reflected after the conversation with Elysia:
“It’s not just about where you go anymore, it’s about how it feels when you get there.”
Family travel has evolved
Despite what going on in the world, Family travel isn’t slowing down… but it is evolving. We’re seeing a shift towards more thoughtful stays, more intentional choices, and experiences that genuinely feel worthwhile.
Whether that’s a private island stop on a cruise, a mid-range hotel near Disneyland that gives you free breakfast vouchers for the restaurant next door, that resort in Bali that offers free wellness programs for families, or a resort-style caravan park in regional Victoria, the common thread is the same. Families want more than just somewhere to stay.
Let me know what you think!