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FAMILY VACATIONS - US - FEBRUARY 2018

Published By :

Mintel

Published Date : Feb 2018

Category :

Travel Services

No. of Pages : N/A

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.

Table of contents
OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Personal sources carry more influence than branded
Figure 1: Inspiration for most recent vacation destination – select items, November 2017
Low prices may not be enough to entice family vacationers
Figure 2: Attitudes toward family vacations – select items, November 2017
Fewer households with children means a smaller family vacationer market
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
Figure 4: Attitudes toward family vacations – tech use on vacation, by age of children, November 2017
Most family vacations are planned months in advance
Figure 5: Trip planning duration, November 2017
Driverless cars can glamorize road trips in the near future
Figure 6: Domestic travel transportation in the last 12 months, by parent status, 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
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
Immediate family is most common vacation companion
Figure 7: Vacation companions, November 2017
Family vacationers more likely to have 2+ kids
Figure 8: Family vacationers, by age of children and number of children, November 2017
Marrieds and higher earners most likely to be family vacationers
Figure 9: Family vacationers, by gender, age, household income, and marital status, November 2017
MARKET FACTORS
Family vacation growth bolstered by Millennials
DPI remains positive, slowdown could indicate decreased spend
Figure 10: Disposable personal income change from previous period, January 2007-November 2017
Record-high consumer confidence benefits discretionary spending
Figure 11: Consumer sentiment index, January 2007-December 2017
“Baby bust” persists…
Figure 12: Number of births in the US, 2006-16
…leading to fewer households with children
Figure 13: Share of households, by presence of related children, 2007-17
MARKET PERSPECTIVE
Travel is a top goal for families in the near future
Figure 14: Family goals – Family and travel items, October 2016
Vacations are an important discretionary category for parents
Figure 15: How extra money is spent, by parent status, January 2017
Newer types of accommodations intrigue parents
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
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
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?
Even kids want parents to take a break
Figure 19: JetBlue | Little Tickets, video, July 9, 2017
Travel tech innovation helps before and during a vacation
Figure 20: Instantly Organize Travel Plans with TripIt, Video, May 1, 2017
National parks visits continue to rise
Theme park visits expected to grow
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
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?
Self-driving cars to make road trips easier
Figure 23: Meet the Cruise AV Self-Driving Car, Video, January 11, 2018
Multigenerational family vacations
Parents turn to the sea for future vacations
Figure 24: Carnival Cruise Line, emails, July-November 2017
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Not all family vacationers are created equal
Primary opportunity – Affluent Learners
Secondary opportunities – Indoor Enthusiasts, Spontaneous Adventurers
Tertiary opportunities – Determined Nostalgics, Disinterested Vacationers
Figure 25: Family vacationer segments, November 2017
Figure 26: Attitudes toward family vacations, by family vacationer segments, November 2017
Affluent Learners (22%)
Verdict
Figure 27: Profile of Affluent Learners, November 2017
Indoor Enthusiasts (19%)
Verdict
Figure 28: Profile of Indoor Enthusiasts, November 2017
Spontaneous Adventurers (27%)
Verdict
Figure 29: Profile of Spontaneous Adventurers, November 2017
Determined Nostalgics (15%)
Verdict
Figure 30: Profile of Determined Nostalgics, November 2017
Disengaged Vacationers (18%)
Verdict
Figure 31: Profile of Disengaged Vacationers, November 2017
TYPES OF VACATIONS AND ACTIVITIES
Visits with family and friends emphasize importance of family
Figure 32: Family vacation types, November 2017
Activities that appeal to a range of interests will be preferred
Figure 33: Family vacation activities, November 2017
Greater household income affords greater opportunity to engage
Figure 34: Family vacation types – select items, by household income, November 2017
Parents more willing to spend as children age
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
Nearly four in 10 plan trips more than three months in advance of trip
Figure 36: Trip planning duration, November 2017
People plan in advance, regardless of trip type
Figure 37: Trip planning duration, by vacation type, November 2017
Age of children has little impact on trip planning process
Figure 38: Trip planning duration, by age of children, November 2017
Lower earners are more likely to be last-minute planners
Figure 39: Trip planning duration, by household income, November 2017
TRAVEL INSPIRATION
WOM and past experience influence destination choice
Figure 40: Inspiration for most recent vacation destination, November 2017
Inspiration shifts from personal to professional sources as children age
Figure 41: Inspiration for most recent vacation destination – select items, by age of children, November 2017
Inspiration comes from many places for dads
Figure 42: Inspiration for most recent vacation destination – select items, by gender, November 2017
Destination-specific content influences higher earners
Figure 43: Inspiration for most recent vacation destination – select items, by household income, November 2017
Personal recommendations comfort inexperienced vacationers
Figure 44: Inspiration for most recent vacation destination – select items, by family vacationer segments, November 2017
IMPORTANT FAMILY VACATION FACTORS
Family vacationers prioritize family time
Figure 45: Important family vacation factors, November 2017
More children means a greater need for family and kid-friendly activities
Figure 46: Important family vacation factors, by number of children in household, November 2017
Further-planned-out trips place increased importance on togetherness
Figure 47: Important family vacation factors, by trip planning duration, November 2017
Household demographics impact activity interests…to a certain point
Figure 48: Important family vacation factors, by family vacationer segments, November 2017
ATTITUDES TOWARD FAMILY VACATIONS
Family vacations are meant for down-time and de-stressing
Figure 49: Attitudes toward family vacations – family time items, November 2017
Assuring safety and health is paramount
Figure 50: Attitudes toward family vacations – concern and preference items, November 2017
Vacationers are torn with how tech is used on vacation…
Figure 51: Attitudes toward family vacations – tech items, November 2017
…but tech less of a concern as children age
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
Figure 53: Attitudes toward family vacations – prefer to drive item, by region of residence, November 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms

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