Butterfield & Robinson Launches New Multi-Gen Legacy Trips as Demand Surges
Families, flexibility and slow-travel depth define B&R’s new Legacy Trips.
Photo: Stefano Bazzoli / Unsplash
Butterfield & Robinson has spent nearly six decades building a reputation around slow travel—journeys shaped by intimacy, depth, and a delight in taking the long way around. But in 2025, the company is responding to a very modern shift: the spike in multi-generational and skip-gen travel. Revenue from these trips has more than doubled since 2018, and yacht charters alone are up 130% year-over-year.
To meet that demand, B&R is introducing “Multi-Gen Legacy,” a new, bespoke collection designed for families spanning multiple generations. It’s an expansion that sits neatly within the company’s longstanding Bespoke division, but with a sharper lens on group dynamics—how to keep eight-decade family spreads entertained, engaged, and genuinely sharing the same trip rather than simply occupying the same destination.
The Multi-Gen Legacy collection is structured around three pillars: By Sea, Villas & Private Estates, and Safari & Wildlife. Each category reflects B&R’s belief that connection requires both space and intention. A villa in the Dolomites or Morocco becomes a gathering place with room to breathe—ensuite bedrooms, private chefs, communal dining, and access to regional experiences that reward slowing down. Yacht charters take that idea into open water, offering privacy, flexibility, and the freedom to shift pace as the family does. Meanwhile, safari and wildlife itineraries are designed around shared discovery: big landscapes, big emotions, and the kind of storytelling that stretches across generations.
What distinguishes the new line is not simply the format but the level of customization. Legacy Trips lean heavily on B&R’s on-the-ground experience designers—locals who understand how to translate insider knowledge into activities that land equally well with an 8-year-old and an 85-year-old. That might mean staggering activity levels, adding windows for solo exploration, or crafting a celebration that brings the entire group together without forcing a rigid schedule.
Scale also works in the traveler’s favor here. Larger groups open doors that smaller parties can’t: private venues, extraordinary hosts, or behind-the-scenes access that benefits from both exclusivity and collective energy.
With today’s launch, B&R is positioning Multi-Gen Legacy trips as more than just a response to a trend. The line taps into the company’s roots—travel that favors connection over checklists—and packages it for families who want a shared story that lasts longer than the holiday week.
