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 time away 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.
Family travel statistics show that for 95% of 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 making decisions and gives reason to why 60% of families stay in hotels where there may be more amenities available.
74% of research and booking is done online, with only 25% of families booking holidays through an 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 vacation with loved ones this summer.
68% of families plan to vacation during the Summer holidays.
53% of traveling families expect to go on a road trip this year.
Around 40% of US families plan to take a vacation this year.
35% of US tourists vacation as families.
44% of people aged 18-35 travel with their children.
62% of parents take their 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 vacations.
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 trips are 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: 52% make their decisions based on fastest option, 34% select based on the lowest cost.
24% of families travelled with children internationally for multiple days.
43% of families have taken a break with their children to a National Park.
41% of millennials travelling with children visit beach resorts.
Mexico and Italy have rated the top destinations for 2019.
83% of families will splurge their money prioritising the destination.
60% of families will stay in hotels.
70% of families say that the amenities for children is an important factor in destination decision.
What are families looking for in a destination? The high percentage of this demographic staying in hotels corresponds with the high percentage of them 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, attract many families.
The top destinations being Mexico and Italy suggest that families favour warm temperatures; the average temperatures in Mexico & Italy are around 25°C in the summer months. Having a hot vacation 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 holiday in the next year.
65% have 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 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 children does not stop people from taking vacations, with 70% of US families hoping to have a holiday with their loved ones in the next year. How often you and your relatives visit new places together 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% 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 holiday.
The increased number of holidays for families with a child born in 2010 or later suggests that these children are influential in initiating vacations. This demographic may have fewer 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 family US travel fund is spent getting to and from the destination.
62% will skimp on souvenirs and shopping when planning vacations.
83% will prioritise spending on the destination.
68% will spend more on paid attractions.
68% will pay out more to stay close to their destination.
63% will spend more on eating out/food on holiday.
63% will spend more to increase the length of their stay.
Over 50% spent between $1,000 and $4,999 on vacations in the last year.
72% 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 choosing to skimp out on souvenirs and shopping, and instead choosing to spend their money on the 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 choosing to spend more on eating out during their holiday, this indicates that they 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 to families’ ability to take vacations and that value for money is valued so highly in booking choices.
91% of families say an unplugged vacation is appealing.
Hotels are the preferred accommodation (60%) ahead of resorts (21%) and friends (17%).
37% committed to an unplugged vacation in 2019, only 92% were successful.
49% of parents had taken their children on a camping trip in the past year.
77% of parents have gone 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 gone on a city vacation.
80% of families take their vacation during the summer months.
42% take a spring break vacation.
Over 70% of families reported that they have never stayed in RVs or trailers, timeshares, 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.
52% make their travel decision based on the fastest option, 34% would select based on the 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 vacation as 80% of them take vacations 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 loved ones and as an escape from everyday life. The popular methods of transport: plane and car, correspond with the obstacles in place with planning a 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 choose to stay in hotels ahead of resorts or self-catering which could suggest they seek more independence and privacy. It allows them to 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 an agent in past 5 years.
90% enjoy planning vacations – 59 % only plan the basics then leave other things for spontaneity.
95% said their priority was keeping their families entertained and happy.
Children born after 2010 show more signs of influencing travel choices.
Travel review sites (63%) and friends/family (46%) are the most influential factors when booking and planning.
70% say that available amenities for children is an important factor in the destination decision.
69% decide on their destination due to its proximity to attractions and activities.
63% are influenced by friends when choosing a destination.
59% are influenced by other relatives when choosing a destination.
59% are influenced by vacation websites when selecting a destination.
74% use search engines to research and book.
85% said their priority was planning vacations 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 vacations, with fewer bookings through travel agents and more choosing to do their own research and booking online. The most influential factors in decision making are travel review sites and personal recommendations from friends and relatives. 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 vacations.
For almost all families, the priority when planning their trip is to book somewhere where they will be entertained and happy. This is supported in that 70% prioritise amenities for children when booking accommodation and location.
49% of families’ main priority is visiting new places and exploring together.
Spending quality time together is listed as the number one benefit as traveling with loved ones for the 5th year in a row.
52% of global travelers 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 travel decisions.
Travel review sites (63%) and friends/family (46%) are the most influential factors for deciding on vacations.
60% say the final decision is made by both the children and the adults.
What do families look to get out of their time away? Traveling 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 loved ones to connect. 52% of the global travelers going on vacation to visit their relatives or friends shows how important relationships are.
The increasing influence of younger children on initiating travel suggests that younger children have been exposed to holiday inspirational messages, either through online platforms or other means.