New research has revealed that Gen Alpha is increasingly influencing family holiday choices and prioritising opportunities for thrills, discovery and connection. Olivia Palamountain reports

British kids are calling the shots when it comes to family holiday planning, with new research showing that half of parents now consider their Gen Alpha offspring to be key decision-makers when selecting destinations.

The study, commissioned by Experience Abu Dhabi, surveyed more than 7,000 children aged five to 12 alongside their parents across multiple countries and reveals a shift towards experience-driven travel prioritising adventure and social connection over conventional tourism.

The research found that 89% of UK children want holiday activities that help them make new friends, while 94% prioritise experiences they can discuss with peers afterwards. This social element appears to be driving destination choices, with families seeking locations that offer opportunities for meaningful connections.

Outdoor adventures dominate children's wishlists, with 93% of UK parents believing their child would want outdoor activities during their ideal holiday. The appetite for excitement runs high, with 96% of UK children craving "big, exciting adventures" on their dream getaway.

Despite the focus on thrills, relaxation remains crucial for UK families. The study found that 95% of parents emphasise the importance of downtime for a successful holiday, whilst 97% say creating special family memories together is essential.HE Nouf Mohamed Al-Bushlaibi, executive director of strategic marketing & communications at DCT Abu Dhabi, says the research aimed to understand what truly matters to children when considering holidays.

"What they told us was inspiring: they want connection, adventure, and the freedom to play out the stories they love," she says.

Abu Dhabi is aiming to deliver on their desires with a range of holiday options that fit the bill. The destination aims to provide both excitement and downtime, with options including desert safaris, kayaking through mangroves and theme parks including Yas Waterworld and Ferrari World. It also offers cultural attractions such as the Louvre Abu Dhabi, Sheikh Zayed Grand Mosque and Falcon Hospital.