What you need to know

For parents with kids under 18 in the household, family vacations offer an opportunity for quality time, relaxation, and even some adventure. Visiting family and friends is the most popular type of trip, indicating that the destination may already be dictated for family vacations. Even so, travel brands can win favor with the family audience through word-of-mouth efforts that reach consumers in the research period, which typically starts one to three months in advance of a trip. Communications can highlight vacation travel as a chance to de-stress, bond, and bring the family closer together.


For the purposes of this Report, family vacationers are defined as internet users aged 18+ who are parents of children under age 18 in the household and have traveled with children for leisure purposes in the last 12 months.

Readers may also be interested in Mintel’s Family Vacations – US, December 2011 as well as Kids as Influencers – US, February 2018 and Lifestyles of Young Families – US, January 2017.

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