PLAN YOUR TRIP
Family travel is one of the biggest segments of the tourism industry with 100 million Americans planning to enjoy a holiday with their loved ones in the summer months and 70% of US families ‘very likely’ to have one in the next year. What’s more, the numbers of families taking holidays together are expected to rise by nearly 25% to 376 million trips annually by 2022. With 30% of families spending between $2000 to $5000 per holiday, the potential income from these travelling families is large and holiday companies should look at how to make the most out of this growing market.
For 95% of family travellers, the main priority when booking their holiday is to find somewhere where everyone will be entertained and happy. This is supported by the fact that 70% of families say that amenities for children is an important factor in the decision making and gives reason to why 60% of families stay in hotels where there may be more amenities available.
74% of travel research and booking is done online, with only 25% of families booking holidays through a travel agent in the past 5 years. Families are becoming more independent in the planning and booking process, with both adults and children making decisions in the final outcome.
100 million Americans are planning to enjoy a family vacation this summer.
68% of families plan to travel during the Summer holidays.
53% of travelling families expect to travel on a road trip this year.
Around 40% of US families plan to take a vacation this year.
35% of US tourists travel as families.
44% of people aged 18-35 travel with their children.
62% of parents travel with kids under five years old.
74% of families use search engines when researching travel options.
30% of families spend $2,000 to $5,000 on family travel.
22% of all US family vacations are road trips in 2019.
64% of millennial families had taken at least one international vacation in the past year, more than millennial singles or couples.
Family travel is expected to rise by nearly 25% from 300 million trips in 2017 to 376 million trips annually by 2022.
Plane (54%) and car (47%) are preferred modes of transport for family travel: 52% make their travel decision based on fastest option, 34% select based on lowest cost.
24% of families travelled with children internationally for multiple days.
43% of families have travelled with their children to a National Park.
41% of millennials travelling with children visit beach resorts.
Mexico and Italy were rated the top family travel destinations for 2019.
83% of families will splurge their money prioritising travel destination.
60% of family travellers will stay in hotels.
70% of families say that the amenities for children is important factor in destination decision.
What are families looking for in a travel destination? The high percentage of families staying in hotels corresponds with the high percentage of families that value the amenities for children as being an important factor in deciding on the destination. This may be because hotels tend to contain facilities to accommodate and entertain those of a younger age. There is no surprise that National Parks and beach resorts, as low-cost attractions in comparison to others such as theme parks and museums, have high levels of attraction as a family travel destination.
The top family destinations being Mexico and Italy suggest that families favour higher temperatures for their travel destinations as the average temperatures there are around 25°C in the summer months. Having a hot family holiday in the summer guarantees some sun, despite any unpredictable or poor weather in their hometowns.
70% US families say they are 'very likely' to have a family holiday in the next year.
65% of US families had taken multiple vacations of 1–3 nights in the past year.
64% had taken multiple vacations of 4–6 nights in the past year.
35% of US families are planning to take a vacation of 50 miles or more away from home.
On average globally, travellers with children born in 2010 or later are taking more than three family trips a year.
Young UK families average at 2.2 holidays in the UK a year.
Young UK families average at 1.8 abroad holidays a year.
Older UK families average at 1.9 holidays in the UK a year.
Older UK families average at 1.6 holidays abroad a year.
Having a family does not stop people from travelling, with 70% of US families hoping to have a holiday with their loved ones in the next year. How often you and your family travel may be dependent on the age of the children as those with older children are shown to have slightly fewer holidays, abroad and domestic, a year. This may be due to more available time and budget. 35% of families plan to travel over 50 miles away from home which suggests that the element of escape from everyday life is one of the attractions towards a family holiday.
The increased number of holidays for families with a child born in 2010 or later suggests that these children are influential in initiating family trips. These families may have less commitments that give them more freedom to travel.
The average annual spend on family travel amounts to total of $160 billion.
$1,014 is the average spend per overnight trip, with average length of overnight trip being 5 days.
44% of the average US family travel fund is spent getting to and from the destination.
62% of families will skimp on souvenirs and shopping when planning family vacations.
83% of families will prioritise spending on the travel destination.
68% of families will spend more on paid attractions.
68% of families will spend more to stay close to their destination.
63% of families will spend more on eating out/food on holiday.
63% of families will spend more to increase the length of their stay.
Over 50% of families spent between $1,000 and $4,999 on travel in the last year.
72% of families say that cost is the main reason for not travelling.
77% of families said most important factor in deciding on their holiday is the best value for budget.
Families are looking to squeeze the most experiences as possible into their holidays when it comes to spending habits. The high percentage of families choosing to skimp out on souvenirs and shopping, and instead choosing to spend their money on the travel destination and attractions suggest that material goods are less important than creating memories with their families and that is what they would prefer to spend their money on. With over half the families choosing to spend more on eating out during their holiday, this indicates that families enjoy treating themselves on holiday with dining experiences.
With a high average spend of $1,014 per overnight trip, it is no surprise that cost is a significant barrier into families’ ability to travel and that value for money is valued so highly in the booking decisions.
91% of families say an unplugged family vacation is appealing.
Hotels are the preferred accommodation for family travellers (60%) ahead of resorts (21%) and friends (17%).
37% of US families committed to an unplugged vacation in 2019, only 92% were successful.
49% of parents had taken family on a camping trip in the past year.
77% of parents have taken the family on a beach vacation.
36% of millenials with children chose major metropolitan cities.
4% of millenials with children visit beach resorts.
82% of parents have taken family on a city vacation.
80% of families take their family vacation during the summer months.
42% of families take a spring break vacation.
Over 70% of families reported that they have never stayed in RVs or trailers, time shares, or home exchanges.
72% have either booked non-traditional vacation accommodation or would consider it, such as hostels and apartment rentals.
Plane (54%) and car (47%) are preferred modes of transport for family travel.
52% of families make their travel decision based on fastest option, 34% would select based on lowest cost.
The trends here reflect the need for families to adhere to school vacation time periods when it comes to going away on a family holiday as 80% of families travel during the summer period, the longest of the school breaks. The high percentage of families that are attracted to an ‘unplugged’ holiday suggests that they use their vacation as an opportunity to spend quality time with family and as an escape from everyday life. The popular methods of travel: plane and car, correspond with the obstacles in place with planning a family holiday: cost and time. The quicker the travel time means more time will be spent on holiday and, the cheaper the travel means more money is available to be spent elsewhere.
Most families choosing to stay in hotels ahead of resorts and friends suggests that families seek more independence and privacy. The families can spend quality time with each other without interruptions from the buzz of a busy resort or the organisation of staying with friends.
25% of families booked their holiday through a travel agent in past 5 years.
90% of families enjoy planning family vacations – 59 % only plan the basics then leave other things for spontaneity.
95% of family travellers said their priority was keeping their families entertained and happy.
Children born after 2010 show more signs of influencing family travel decisions.
Travel review sites (63%) and friends/family (46%) are the most influential factors when making family travel decisions.
70% of families say that available amenities for children is an important factor in the destination decision.
69% of families decide on their destination due to its proximity to attractions and activities.
63% of families are influenced by friends in destination choice.
59% of families are influenced by other family members for destination choice.
59% of families are influenced by travel websites for destination choice.
74% of families use search engines to research and book travel options.
85% of family travellers said their priority was planning travel around school holidays.
49% of families indicate that they've decided where to go based on pictures seen on social media, up 10 % from last year.
Families are becoming more independent when it comes to booking travel, with fewer booking through travel agents and more choosing to do their own research and booking online. The most influential factors in the decision making are travel review sites and personal recommendations from friends and family. The increased number of families influenced by social media posts and online websites suggests that the internet is becoming a stronger port of information for those looking to book their family vacations.
For almost all family travellers, the priority when planning their travel is to book somewhere where they will be entertained and happy. This is supported in that 70% of families prioritise amenities for children when booking their travel.
49% of families’ main priority is visiting new places and exploring together.
Spending quality time together is listed as the number one benefit as travelling as a family for the 5th year in a row.
52% of global travellers go on vacation to visit family/friends.
33% of people are likely to go on holiday with their immediate family.
Children born after 2010 show more signs of influencing family travel decisions.
Travel review sites (63%) and friends/family (46%) are the most influential factors for making family travel decisions.
60% of families say the final travel decision is made by both the children and the adults.
What do families look to get out of their holidays? Travelling together enhances relationships as you experience new cultures, places and activities together. It is a chance to get away from the everyday hassle of work and school and really allows families to connect. 52% of the global travellers going on vacation to visit their family or friends shows how important family relationships are.
The increasing influence of younger children on initiating family travel suggests that younger children have been exposed to holiday inspirational messages, either through online platforms or other means.