Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Personal sources carry more influence than branded
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- Figure 1: Inspiration for most recent vacation destination – select items, November 2017
- Low prices may not be enough to entice family vacationers
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- Figure 2: Attitudes toward family vacations – select items, November 2017
- Fewer households with children means a smaller family vacationer market
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- Figure 3: Share of households with related children* and number of annual births, 2007-16
- The opportunities
- Technology use during trips can boost WOM opportunities
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- Figure 4: Attitudes toward family vacations – tech use on vacation, by age of children, November 2017
- Most family vacations are planned months in advance
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- Figure 5: Trip planning duration, November 2017
- Driverless cars can glamorize road trips in the near future
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- Figure 6: Domestic travel transportation in the last 12 months, by parent status, 2017
- What it means
The Market – What You Need to Know
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- Immediate family members are primary vacation companions
- Strong economy hasn’t been enough to boost baby births
- Family travel is an important short-term goal for parents
- Driverless cars can fuel further interest in road trips
Family Vacationers by the Numbers
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- Immediate family is most common vacation companion
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- Figure 7: Vacation companions, November 2017
- Family vacationers more likely to have 2+ kids
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- Figure 8: Family vacationers, by age of children and number of children, November 2017
- Marrieds and higher earners most likely to be family vacationers
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- Figure 9: Family vacationers, by gender, age, household income, and marital status, November 2017
Market Factors
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- Family vacation growth bolstered by Millennials
- DPI remains positive, slowdown could indicate decreased spend
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- Figure 10: Disposable personal income change from previous period, January 2007-November 2017
- Record-high consumer confidence benefits discretionary spending
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- Figure 11: Consumer sentiment index, January 2007-December 2017
- “Baby bust” persists…
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- Figure 12: Number of births in the US, 2006-16
- …leading to fewer households with children
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- Figure 13: Share of households, by presence of related children, 2007-17
Market Perspective
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- Travel is a top goal for families in the near future
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- Figure 14: Family goals – Family and travel items, October 2016
- Vacations are an important discretionary category for parents
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- Figure 15: How extra money is spent, by parent status, January 2017
- Newer types of accommodations intrigue parents
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- Figure 16: Attitudes toward hotels and other accommodations – home-share items, by parent status, March 2017
- Figure 17: Airbnb, print advertisements, March-August 2017
- Most drive to their destination
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- Figure 18: Domestic travel transportation in the last 12 months, by parent status, 2017
- Florida and California are top vacation destinations
Key Trends – What You Need to Know
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- Theme parks expected to boom, national parks are in question
- Tech can offer spontaneous travelers with options
- New Travel Advisory system directs parents to safest countries to visit
- Driverless cars make road trips less painful
- Multigenerational households spur multigenerational vacations
What’s Happening?
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- Even kids want parents to take a break
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- Figure 19: JetBlue | Little Tickets, video, July 9, 2017
- Travel tech innovation helps before and during a vacation
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- Figure 20: Instantly Organize Travel Plans with TripIt, Video, May 1, 2017
- National parks visits continue to rise
- Theme park visits expected to grow
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- Figure 21: Pandora - The World of Avatar | Disney's Animal Kingdom, video, June 6, 2017
- Figure 22: New Experiences at Universal’s Volcano Bay, video, Nov. 3, 2016
What to Watch
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- Updated travel warnings could influence international destination choice
- Increased entrance fees hikes for US’s most visited national parks
- Basic economy fares make flying as a family more feasible, right?
What’s Next?
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- Self-driving cars to make road trips easier
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- Figure 23: Meet the Cruise AV Self-Driving Car, Video, January 11, 2018
- Multigenerational family vacations
- Parents turn to the sea for future vacations
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- Figure 24: Carnival Cruise Line, emails, July-November 2017
The Consumer – What You Need to Know
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- Like vacations, not all family vacationers are created equal
- Visits with family/friends are most common form of family vacation
- Family vacations require months of planning
- Personal recommendations more influential than branded
- It’s all about being together
- Down-time and de-stressing are nearly ubiquitous family vacation needs
Family Vacationer Segmentation
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- Not all family vacationers are created equal
- Primary opportunity – Affluent Learners
- Secondary opportunities – Indoor Enthusiasts, Spontaneous Adventurers
- Tertiary opportunities – Determined Nostalgics, Disinterested Vacationers
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- Figure 25: Family vacationer segments, November 2017
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- Figure 26: Attitudes toward family vacations, by family vacationer segments, November 2017
- Affluent Learners (22%)
- Verdict
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- Figure 27: Profile of Affluent Learners, November 2017
- Indoor Enthusiasts (19%)
- Verdict
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- Figure 28: Profile of Indoor Enthusiasts, November 2017
- Spontaneous Adventurers (27%)
- Verdict
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- Figure 29: Profile of Spontaneous Adventurers, November 2017
- Determined Nostalgics (15%)
- Verdict
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- Figure 30: Profile of Determined Nostalgics, November 2017
- Disengaged Vacationers (18%)
- Verdict
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- Figure 31: Profile of Disengaged Vacationers, November 2017
Types of Vacations and Activities
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- Visits with family and friends emphasize importance of family
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- Figure 32: Family vacation types, November 2017
- Activities that appeal to a range of interests will be preferred
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- Figure 33: Family vacation activities, November 2017
- Greater household income affords greater opportunity to engage
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- Figure 34: Family vacation types – select items, by household income, November 2017
- Parents more willing to spend as children age
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- Figure 35: Family vacation types – theme or water park and city items, by age of children, November 2017
How Far in Advance Trips are Planned
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- Nearly four in 10 plan trips more than three months in advance of trip
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- Figure 36: Trip planning duration, November 2017
- People plan in advance, regardless of trip type
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- Figure 37: Trip planning duration, by vacation type, November 2017
- Age of children has little impact on trip planning process
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- Figure 38: Trip planning duration, by age of children, November 2017
- Lower earners are more likely to be last-minute planners
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- Figure 39: Trip planning duration, by household income, November 2017
Travel Inspiration
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- WOM and past experience influence destination choice
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- Figure 40: Inspiration for most recent vacation destination, November 2017
- Inspiration shifts from personal to professional sources as children age
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- Figure 41: Inspiration for most recent vacation destination – select items, by age of children, November 2017
- Inspiration comes from many places for dads
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- Figure 42: Inspiration for most recent vacation destination – select items, by gender, November 2017
- Destination-specific content influences higher earners
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- Figure 43: Inspiration for most recent vacation destination – select items, by household income, November 2017
- Personal recommendations comfort inexperienced vacationers
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- Figure 44: Inspiration for most recent vacation destination – select items, by family vacationer segments, November 2017
Important Family Vacation Factors
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- Family vacationers prioritize family time
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- Figure 45: Important family vacation factors, November 2017
- More children means a greater need for family and kid-friendly activities
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- Figure 46: Important family vacation factors, by number of children in household, November 2017
- Further-planned-out trips place increased importance on togetherness
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- Figure 47: Important family vacation factors, by trip planning duration, November 2017
- Household demographics impact activity interests…to a certain point
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- Figure 48: Important family vacation factors, by family vacationer segments, November 2017
Attitudes toward Family Vacations
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- Family vacations are meant for down-time and de-stressing
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- Figure 49: Attitudes toward family vacations – family time items, November 2017
- Assuring safety and health is paramount
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- Figure 50: Attitudes toward family vacations – concern and preference items, November 2017
- Vacationers are torn with how tech is used on vacation…
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- Figure 51: Attitudes toward family vacations – tech items, November 2017
- …but tech less of a concern as children age
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- Figure 52: Attitudes toward family vacations – tech use on vacation, by age of children, November 2017
- Drivability most important among family vacationers in the South
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- Figure 53: Attitudes toward family vacations – prefer to drive item, by region of residence, November 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
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