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STATE OF FAMILY TRAVEL: RESEARCH FINDINGS
October, 23 2017
ABOUT US
CREATE KID AND FAMILY EXPERIENCES THAT BUILD BRANDS
EXPERTS IN FAMILY TRAVEL AND IN FAMILY TRAVEL SERVICES
A LEADING EDUCATION AND RESEARCH PARTNER FOR THE TRAVEL SECTOR
QUANTITATIVE RESULTS
2017 U.S. FAMILY TRAVEL SURVEY RESPONDENTS
N=1599
DIVERSE SAMPLE
2017 U.S. FAMILY TRAVEL SURVEY RESPONDENTS
86% Female
24% Non-Caucasian
19% Single Parents
12% Have a Child with Special Needs
U.S. FAMILIES WANT TO…
Travel with their children
Take trips up to one week long
Book about three months out
Visit new places and explore
together
U.S. FAMILIES WOULD LIKE TO TRY…
Safaris
Cruises All-inclusive Resorts
RV Trips River Cruises
U.S. FAMILIES WOULD LIKE TO VISIT…
Hawaii Alaska
Colorado
Caribbean Canada Europe
U.S. FAMILIES WANT VALUE
Across all income levels
Affects lodging choices most
Will ”skimp” on souvenirs and transportation
INDUSTRY EVALUATION:
B-
SUBSECTORSCORES
Airlines:C+
Accommodation:B
Restaurants:B
Carrental:B-
Cruises:B-
Travelagents:C+
Touroperators:B-
Onlinebooking:B
SUBSECTORSCORES
Airlines:C+
Accommodation:B
Restaurants:B
Carrental:B-
Cruises:B
Travelagents:C+
Touroperators:B-
Onlinebooking:B
SUBSECTORSCORES
Airlines:C+
Accommodation:B
Restaurants:B
Carrental:B-
Cruises:B-
Travelagents:B+
Touroperators:B-
Onlinebooking:B
FAMILY TRAVEL PROFILES
CAUTIOUS
HASSLE-FREE INTREPID
CAUTIOUSandHASSLE-FREE:• Grouptours
• Propertieswithkids’clubs
HASSLE-FREEandINTREPID:• Lessworriedaboutsafety
• Lessdifficultyfindingoptions
CAUTIOUSandINTREPID:• Lovedoingtheirownresearch
• Plancarefully
FAMILY TRAVEL PROFILES
ALL: “Industry can do
more”
CAUTIOUS
HASSLE-FREE INTREPID
RECOMMENDATIONSFORINDUSTRY
Moredealsanddiscounts
Morepackagedproducts
Moreoptionsforlargefamilies
Transparentpricingand
comprehensiveinformation
Accessibletraveloptions
QUALITATIVE FINDINGS
to
from B-
A
BY LEARNING FROM THE EXPERTS…
Interviews TravelJournalsN=21Families
FIRST, FAMILIES SEEK THE BASICS
ACONCIERGEORFRONTDESK
WITHALISTOFFAMILY-FRIENDLY
RESTAURANTS
ALISTOFPLAYGROUNDSANDGREENSPACESWHEREKIDSCANFEELFREE
FAMILY-VETTEDTRAVELGUIDES
ANDTIPSSPECIFICTOTHELOCALE
SUPPLIESORACCESSTOITEMSTHEYNEEDWITHOUTAHASSLE(TOYS,FORMULA,SNACKS,ETC.)
• SURPRISEANDDELIGHT
YOURMOSTIMPORTANTSTRATEGY
3 OPPORTUNITIES
3. Put your people to work for you – and your customers
2. Make sure everybody gets to play
1. Squeeze more experiences into fewer moments
1. HELP THEM SQUEEZE MORE EXPERIENCE INTO SMALLER MOMENTS
VALUE = PAYING LESS
VALUE = GETTING MORE
RESORT-LIKE EXPERIENCES FOR CLOSE-BY LOCATIONS
PLANNING TOOLS AND GUIDES THAT MAKE A DAYTRIP FEEL LIKE A TRUE VACATION
OFFERING EVEN A LITTLE RECOGNITION
TO DO
Infuse high-touch, low effort
“delights” into your existing
experiences or offerings
2. EVERYBODY GETS TO PLAY.
“Whenwe’retravelingtogether,we’rethinkingaboutthekidsallthetime!”
FROM KIDS CLUBS…
…TOALLFAMILYPLAYGROUNDS
MAKE YOUR SPACE FEEL
LIKE “HOME” TO EVERY FAMILY
MEMBER
PROVIDE PERQS FOR ALL
(VS. EXCLUSIVE ACCESS)
CONSIDER ALL FAMILIES, AND ALL KIDS
“Itwouldbereallyniceiftheykeepinmindthattherearealotofsingle
parentsoutthereandwewanttotakeourkidsonfunvacationstoobutit'sverydifficultononlyonesalary!”
TO DO
Prioritize ways for families to play together, and
keep all kinds of families in mind
3. MAKE SURE YOUR PEOPLE
MAKE THE EXPERIENCE.
THE AWARD GOES TO…
“The person who checked us in who tried to find a kid-friendly restaurant for us, because the concierge didn’t know.”
“A man on the beach who told us the best place to get local specialties.”
“That waitress who suggested something off the menu for my child.”
46
MAKEITEASYFORFAMILIESTOINTERACTWITH
YOURSTAFF
COMBAT MISPERCEPTIONS ABOUT TRAVEL AGENTS
TO DO
Choose high-touch over high-
tech when it comes to catering
to families
GIVEMORE
INCLUDEALL
GETPERSONAL
Amy Henry SVP, Strategic
Planning henry@strottman.com
Lynn Minnaert
Clinical Associate Professor and
Academic Chair lm157@nyu.edu
Peter Bopp Director of Strategy peter@familytravel.org
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