
Family & Multi-generational Travel Outlook
“Travel providers who embrace a new, broader definition of family travel can flourish in today’s booming market.“
– Nancy Schretter, family travel expert and Travel Exchange speaker
Family & Multi-generational Travel Facts
- 55 percent of all NTA members including tour operators, DMOs and suppliers are
involved in the family travel market. - 45 percent of all leisure travelers brought kids along on their trips.
(Source: MMGY Portrait of American Travelers Survey) - 23 percent of grandparents traveled alone with their grandchildren. (Source: MMGY Portrait of American Travelers Survey)
- Virtuoso ranks family and multi-generational travel as its No. 1 trend.
- 33 percent of cruise passengers sail with children. (Source: CLIA)
- In a Family Travel Network survey, readers said that “making lifetime family memories” and “spending quality time together” are the top reasons for embarking on family trips.
- According to the U.S. Census, there will be 80 million grandparents by 2020 (1 in every 3 adults).
- Multi-generational vacations represent about half of all vacations taken by parents and grandparents. (Source: Preferred Hotel Group)
- AAA says 36% of Americans plan to take at least one multi-generational trip this year.
- Multi-generational travel represents 27% of all overnight U.S. leisure travel. (Source: DK Shifflet & Associates Study)
- 77% of multi-generational travelers try to take a multi-generational vacation every year. Grandparents are more likely than parents to pay for
the trip. (Source: Preferred Hotel Group Study) - 35% of leisure travelers who are grandparents traveled with their grandchildren last year; 41% for those with over $250,000 in annual income.
(Source: MMGY Global Portrait of American Travelers) - Multi-generational travelers spend significantly more than other leisure travelers. (Source: MMGY Global Portrait of American Travelers)
- Today’s family travel often includes siblings’ families (31%) and nieces/ nephews (20%). (Source: Preferred Hotel Group Study)
Sources: Nancy Schretter Travel Exchange presentation and FamilyTravelNetwork.com
What to Know about Family Travel
“Kidfluence” is a major trend. 87 percent of parents in the U.S. and Europe give kids a say in family vacation destination planning. 34 percent of U.S. millennial parents give kids full control over the final vacation destination decision. (Source: 2015 HomeAway Kidfluencer Survey)
What kids want when traveling differs by age according to Schretter:
- Ages 1-4: Sense and Sensibility – storytelling, fantasy and wonder
- Ages 4-7: DIY Years – interactive, education and variety• Ages 8-11: Identity Quest – variety, education and interactive
- Ages 12-17: The Thrill Years – thrills, authenticity and history Source: PGAV Destinations – The Art of the Family Vacation Study
- Young Adult: Connections – experiences, adventure, authenticity, making a difference
Source: Nancy Schretter and FamilyTravelNetwork.com
As Seen in Courier
An Eye Toward Cuba June 2015
How is Your Faith-based Travel Vision? April 2015
Multi-Generational Travel is Booming Sept. 2013
Q&A With Family Travel Expert,Nancy Schretter Jan. 2013Family travel stories also featured in….
NTA Trip Planner for Student Travel 2015-16
NTA Trip Planner for Student Travel 2014-15
NTA Trip Planner for Student Travel 2013-14Media Releases & NTA in the News
Seminars, Forums and Webinars
Tapping the Booming Family and Multigenerational Travel Market 2015
Family and Multigenerational Travel Leaders Forum 2015
Family Leaders Forum Feb. 2014
Winning in the Family Travel Market 2013
Family Travel Expert Shares Stats and Tips Aug 2013
All in the Family 2013
Family Travel & Adventure Tourism Leaders Forum 2013
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