How the youngest generation is influencing family travel
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31 May 2019 (Edited 06 July 2019)

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Source: David|1 June 2019

Expedia Group Media Solutions has just published the results of new research on the influence of "Generation Alpha" (born after 2010, so now aged 9 and under) on family travel.

Profile of Generation Alpha:

  • Digital natives who have grown up with Instagram and the iPad
  • Will number nearly 2B by 2025
  • Will be the most highly educated, longest-living and wealthiest generation

Methodology:

  • Online survey in Australia, Brazil, Canada, China, Germany, Japan, Mexico, UK, USA
  • 1000+ respondents in each country, total 9357
  • Conducted 11 April - 7 May 2019
  • Requirements:
    • Child or grandchild born in 2010 or later
    • Booked leisure travel online in the past year

Profile of families that travel with Generation Alphas:

  • On average take 3.2 family trips (leisure + bleisure) a year
  • 2.2 of these trips are domestic

Most important considerations in trip planning:

  • Keeping family entertained and happy (95% agree)
  • Best deal and most value 89%
  • Explore outdoors and be active 85%
  • Travel during school breaks 85%
  • Visit entertainment attractions or theme parks 85%

Criteria for choice of destination (top 10):

  1. Somewhere with activities for the entire family
  2. A place young children will enjoy
  3. A place that is kid-friendly
  4. A place where I won’t have to worry about children’s safety
  5. A once in a lifetime experience/trip
  6. A place children requested or want to go to
  7. Cultural experience the entire family will enjoy
  8. Unique memorable/shareable family experience
  9. A place where children will learn something
  10. A place where we can vacation with friends/family

Preferred forms of entertainment while traveling:

  1. Watching videos online
  2. Taking pictures/videos
  3. Playing games
  4. Video calls, texts with family and friends at home
  5. Researching nearby activities
  6. Reading articles online
  7. Using social media

Typical family trip:

  • Type of trip
    • Family play vacation 28%
    • Relaxing 27%
    • VFR 13%
    • Sightseeing 11%
  • Destination
    • Domestic 68%
    • International 32%
  • Average trip duration 6.9 days
  • Budget a factor?
    • Yes 79%
    • No 21%
  • Preferred mode of transport:
    • Plane 54%
    • Car 47%
    • All others 7% or less
  • Reasons for choice of mode of transport:
    • Fastest 52%
    • Kids easier to manage 34%
    • Most affordable 34%
  • Preferred accommodation:
    • Hotel 58%
    • Resort 21%
    • Family/friends 17%
    • Vacation rental 16%
  • Preferred mode of transport in-destination:
    • Personal car 31%
    • Walk 28%
    • Rental car 27%
    • Public transport 25%
    • Taxi 21%
    • Ride sharing apps 10%
    • Bike 6%
  • How money is spent (top 5):
    • Hotel 24%
    • Food 16%
    • Flight 15%
    • Tours 10%
    • Transportation o/t flight 10%
    • Shopping 8%
  • Places they like to go / things they like to do:
    • Theme parks and attractions 74%
    • Water activities 67%
    • Outdoor activities 55%
    • Historical landmarks 44%
    • Eat out 44%
    • Visit museums 38%
    • Educational experiences/classes 28%
    • Guided tours 26%

How Generation Alphas are involved in trip planning:

  • 80% of adults in these families talk very frequently (27%) or somewhat frequently (53%) about travel with Generation Alphas.
  • 60% say travel ideas come from everyone in the family, 7% say they come from children.

What influences travel opinions of Generation Alphas?

  • Imagery or information on kid-friendly activities or attractions 33%
  • Travel-related imagery or information they see on TV 30%
  • Travel-related imagery or information they see online 27%
  • Things they hear from friends and/or learn about in school 27%
  • Things they hear from other family members 27%

Who influences trip choices?

  • Adults 94%
  • Young children 38%
  • Older children 13%
  • Other 3%

​​​​​​​Who makes trip decisions? Adults 94%

Top considerations for family trips with Generation Alphas:

  • Destination 64%
  • Activities 57%
  • Duration 37%
  • Hotel 31%
  • How they get there 31%
  • Distance to destination 25%

​​​​​​​Opportunities for marketers

  • Only 29% begin trip planning with only one destination in mind. 60% are deciding among 2 or more destinations, and 11% have no destination in mind.
  • Only 29% say they need no help in trip planning. 66% need some help, 5% need a lot of help and inspiration.
  • Things that appeal to these family travelers:
    1. Appealing imagery 54%
    2. Deals 53%
    3. Informative content 50%
    4. Reviews 44%
    5. Simple language 35%

​​​​​​​=============================================

Comments:

  • Because the survey sample was drawn about equally from a fairly heterogeneous group of 9 countries, it's difficult to apply these results to any one specific market. Example: travelers living in the UK, Germany and Japan are probably more likely to take international trips because their countries are relatively small and distances to other countries short.
  • Also we have no household income or other similar socio-economic information on the people in the sample, aside from the facts that on average they are able to take around 3 family trips a year, 79% say budget is a factor, 54% prefer to fly and 53% like to get deals. This makes it difficult to apply the findings to destinations, accommodations and experiences of a particular class like high-end vs. budget.

But the following findings are probably actionable by many tourism destinations and suppliers that want or need to serve the family market:

  • If there's a child-friendly theme park or attraction near you, or a "water activity" (think beach), be sure to say so, promote it , do packages with it.
  • Advertise on TV if possible, and definitely online in a mobile-friendly fashion.
  • Use ads with great images, and put them where children will find them and share them with their parents.
  • Know when school breaks are in your most important geographic markets. and offer special family deals for those periods.
  • Get (good) reviews from family travelers.
  • Write any copy in simple language, short sentences, no big words, clauses or semicolons. Use the Readability Checker in MS Word or other software and keep your Flesch-Kincaid Grade Level at 8 or below. (FYI, this article scores 8.9.) See the Related Listing from Nielsen Norman Group re How to design digital interfaces for teens ​​​​​​​.

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David Boggs    - David
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External Article: https://info.advertising.expedia.com/family-travel-trends-generation-alpha


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