Are we there yet?apps.prsa.org/Conferences/TravelTourism/Program...Multigenerational travel is a changing trend •61% Millennials say parents “most influential people in their lives”

Are we there yet? How the family travel market has evolved and where it’s going

Meet our panel of experts

Eileen Ogintz

[email protected] www.takingthekids.com @takingthekids FB:Taking The Kids

mailto:[email protected]

http://www.takingthekids.com/


Kyle McCarthy

[email protected] www.myfamilytravels.com @familytravel4um FB: Family Travel Forum


http://www.myfamilytravels.com/


Darcy Jacobs

Executive Editor www.myfamilytravels.com @familytravel4um FB: Family Travel Forum

http://www.myfamilytravels.com/

Taking the Kids® nationally syndicated column, guidebooks

and media appearances have reached millions since 1992

New York

Chicago

Boston

Washington

Los Angeles

Orlando

Coming soon:

San Diego

San Francisco

Denver

Your job

Creating happy faces and memories

TMS Family Travel Summit Findings: Family Travel is Big Business

More than 100 million

trips per year include

kids

44 percent of leisure

travelers took kids in

last year

Families are the

leading type of leisure

travelers

Kids and grownups

say some of their best

memories are from

family vacations

Multigenerational travel is growing trend

• 22% traveled just with their

grandkids

• 67% say kids are never too old to

be treated to a family vacation

• Kids like to remember what they did

with grandparents on vacation

• Disney: 40 per cent visit parks with

another household, many with

grandparents

Multigenerational travel is a changing trend

• 61% Millennials say parents “most influential people in their lives” reports Harvard Business Review

• 36% still live with parents

• We think well-traveled and highly educated Millennials will soon be booking multigen trips

We’re Here to Explore the Real

Market

Multigen Travel: Celebrate Milestones

69% of leisure travelers

took celebration vacations

1/4 went to a family reunion

Families share experiences

socially in real time

USTA Poll finds Favorite

photos & videos are from

family vacations

March 2014 TripAdvisor Survey says: 38% Planning Multigen Travel

Multigen Travel: Kids Lead the Way

• Research shows kids are

increasingly influential in

vacation planning

• TripAdvisor: 81% polled say

kids now help plan family

trips

What Matters Most…

• Time spent together

• Parents surveyed want

more time together with

kids

• They get to know new

things about each other

• Americans realize travel

enriches life

Your job: Give Families a Reason to travel now

Disney research: Fun not

frivolous; it’s a precious

resource

Memorable experiences

can be fleeting

Families shouldn’t wait to

take their kids

Any time can be a special

occasion

Help military families

Help families celebrate

Make it easier for those with challenges

Upgrade grandparents who pay for the gathering

Provide free babysitting and kids’ club

Offer activities to help families build memories

Value-added for families

Discounted or free second or third room

Work together to offer discounts on activities and attraction admission

Help adults make most of their vacation too

San Diego program a big success

Better Kids Food is Good Business

• Rethink “kids eat free”

programs

• Half-portions for half-price

• Encourage kids to try more

foods

• Hyatt and Fairmont are

good examples

• Timely topic for writers

Kids Clubs for 21st Century Kids

• Parents and grandparents don’t

want to leave kids all day

• Parents don’t want to pay

exorbitant prices

• Parents want innovative

programs

• Four Seasons and One&Only

are good models

Giveaways for 21st Century kids

• Make it meaningful

• No more junk

• How about local kids travel guide?

• Locally made snack?

• Reusable water bottle?

• Toy they can photograph everywhere they go

Idea: Solicit kids’ opinions!

45% of kids have a say in

vacation planning

Offer online content aimed at

kids

Interview local and visiting kids –

share stories

US Travel Assn: kids say

vacations give them quality time

with parents

Idea: target the “diaper crowd”

Doting grandparents can’t get

enough of time with the little ones

Tout special amenities for very

young children

Use your off-weeks to market to

these families

Good models: Smugglers Notch in

Vermont and Azul Beach Club in

Mexico

Another idea: Get Creative

Dress-up clothes

Tea time

Custom theme park tours

Teen shopping excursions

AMC family hikes

Free sunset golf

Tips from local kids and teens

Families living farther apart

than ever

View holidays as good time for

R&R as well as reunions

If they have to travel anyway,

they want it to be fun

Thanksgiving week a great

time to offer special packages

for multigen families

Free turkey?

Further idea: Thanksgiving is a good time to market multigen trips

Remember what it’s like in your

family, and never promise perfection!

Traveling with kids is NOT

easy

Raising kids is messy,

aggravating – and immensely

rewarding

Traveling with kids is more

wonderful than parents expect

Grandparents probably have

learned this by now

Kyle McCarthy, FamilyTravelForum.com

PRSA Tampa June 10, 2014

Are We There Yet? Reaching the Multigen Audience


[email protected] - Twitter.com/familytravel4um

Facebook.com/FamilyTravelForum

Family Travel Forum projects include:

•myfamilytravels.com

•TheFamilyVacationist Blog

•TheFamilyVacationist e-newsletter

•Teen Travel Writing Scholarship

•FamilyTravelConsulting.com

•TMS Family Travel Summit & Conferences

•“Complete Idiots Guide to Best Family Destinations” (Penguin)

•“Amazing Places To Take Your Kids” (PPI)


mailto:Twitter.com/@familytravelforum

FamilyTravelForum.com | @familytravel4um


Family Travel Forum outlets



Family Travel Forum outlets

Multigen Travel is Many Things FamilyTravelForum.com | @familytravel4um


If you use keywords like "multigen," you can define them in your own way.

FamilyTravelForum.com |

@familytravel4um Facebook.com/FamilyTravelForum

Tell me a story, share an image.

• Lisa J. Berry of Princeton will never forget her grandfather’s 83rd birthday in Punta Cana, DR.



• Show Me Activities That Appeal to Different Ages





Family Activities & Needs by Ages



To Share Family History: Honolulu

Position Your Clients Realistically: Help Media Suggest the Right Destination



To Renew Romance: Niagara Falls

Make Something Old New and Fresh



To Share a Passion: Napa Valley

Not Everything Has to be Cheap – Tell me why Families should splurge




FTF’s Favorite Pitches

•Lead with your USP •Keep my attention with a well-told, authentic story •Include Hi-Rez Images •Include Kids Prices •Follow up on my questions




FTF’s Favorite Pitches

•Give me data •Offer me tweets •Don’t make me click a link •Follow up on my questions



Ledes <140 Characters that Grabbed Me

Tour China •Beijing, Shanghai, Xian, Chengdu, Yangtze River Cruise •China Spree’s 15D tour “Mighty Yangtze” starts at $2,739 per person including air, hotel, meals, guides



Show me how Readers can Relax at the Beach

Hawks Cay, Key West, Florida • CONVENIENT! Easy access from Miami International Airport • FUN! Villas, kids clubs, tennis, watersports, Dolphin Encounters • DEAL! 2BR 1,320 sq.ft. home with kitchen sleeps 6 for $638/Night



What’s so Great about the National Parks?

Mesa Verde National Park, Colorado •LEARN! Guided Tour of Ancestral Pueblo Cliff Dwellings ($3) •CHEAP! Camp out or Far View Lodge $90/N per double •DEAL! April 17 to May 22 BOGO special: ½ price for 2nd night.



Pitch like you know a pub’s audience

Asilomar Conference Center, Pacific Grove (Monterey) CA • FOODIE! Restaurant serves farm-to-table, only organic • ACCESSIBLE! Facilities & 100-acre park are accessible to disabled • DEAL! Double Room bed & breakfast for 4 in winter: $229/night


[email protected] - Twitter.com/familytravel4um


Family Travel Forum projects include:

•myfamilytravels.com

•TheFamilyVacationist Blog

•TheFamilyVacationist e-newsletter

•Teen Travel Writing Scholarship

•FamilyTravelConsulting.com

•TMS Family Travel Summit & Conferences

•“Complete Idiots Guide to Best Family Destinations” (Penguin)

•“Amazing Places To Take Your Kids” (PPI)


mailto:Twitter.com/@familytravelforum

Q&A

Documents

Are we there yet?apps.prsa.org/Conferences/TravelTourism/Program...Multigenerational travel is a changing trend •61% Millennials say parents “most influential people in their lives”