Families Rule! � More than 100 million trips per year include kids � 44 percent of leisure travelers took kids in last year � Families are the leading type of leisure travelers � 82% plan to vacation in 2012, up from 2011
That Includes Grandparents � 37 percent traveled with grandchildren this year � 22 percent traveled just with their grandkids � 67% say kids are never too old to be treated to a family vacation
Families Spend! � Family travelers average 4.5 trips per year � 74% of family travelers plan to spend more or the same in 2012 as last year � 79% of family travelers opt for hotel stays in 2012 � Grandparents often pay the bill
Look what’s happening on cruise ships � Well over 1 million kids are cruising each year � Carnival alone carries 710,000 kids � Crystal reports multigen groups their fastest growing segment � Family connection packages increasingly popular
Family travel dreams are realistic � 37% want to tour a foreign city � 22% want to relax on a beach � 18% want to take a cruise � 12% want to visit a theme park � 11% want to see exotic wildlife
Today’s grandparents � Much more active than their parents � Those born before 1946 = 21% of all leisure travelers � They take 4 or more trips a year � Looking for memorable adventures to share with grandkids
Grandparents want to share the world � Tauck says 2/3rds of family trips include grandparents � Thompson’s multigen business up 50% - Tanzania the favorite � OARS featuring multigen in their 2013 catalog � Abercrombie & Kent says multigen travel key motivator for big increase in bookings with kids
Where does it start? � 3/4ths of leisure travelers use web to plan � Even grandparents using social media for travel tips � 64% of boomers have Facebook accounts � Use of tablets increased 400% this year
Think Happy Thoughts
It’s About Memories � Beyond R&R � More time together � Family bonding � New connections for new families � Many parents take families to a place they visited as kids
That Special Occasion � 69% of leisure travelers have taken a trip to celebrate a special event in the past year � 1 in 4 went to a family reunion � With social media, they share experiences real time
Healthier Food for Today’s Kids � Moms don’t want kids eating from fattening kids’ menus � Kids are more sophisticated eaters these days � Michelle Obama’s “Lets Move” campaign is a good model � It’s time to revamp kids menus
Pluses of on-board kids’ clubs � Guilt-free time for parents and grandparents � Happy teens � Day care for littlest cruisers
Giveaways for 21 st Century kids � Make it meaningful � No more junk � How about local kids travel guide? � Locally made snack? � Reusable water bottle? � Toy they can photograph everywhere they go
Pay attention to the kids online � 45% of kids have a say in vacation planning � Offer online content aimed at kids � Interview local and visiting kids – share stories
Pay attention to the teens too � More than 29 million teens in US; 12.1 million “tweens” � Growing numbers traveling solo with grandparents � Look to successful cruise programs � Tout free internet � Create special packages so teens can bring a friend � Teen hangout area � Teen advisory board
Happy kids = vacation joy � Encourage kids to participate in trip planning � The more kids help plan, the happier they’ll be � Happy kids = return customers
Been there, done that � 1/3 leisure travelers who use internet for travel info now seeking info from online forums and communities. � That includes grandparents � 30% baby boomers and 19% of those born before 1946 using online forums for travel planning � Help families connect to previous visitors and local families � Create content using real families and real stories
Thanksgiving is a good time for multigen trips � Families living farther apart than ever � View holidays as good time for R&R as well as reunions � If they have to travel anyway, they want it to be fun � Thanksgiving week a great time to offer special packages for multigen families � Free turkey?
But Don’t Expect Perfection! � Traveling with kids is NOT easy � Raising kids is messy, aggravating – and immensely rewarding � Traveling with kids is more wonderful than parents expect � Grandparents probably have learned this by now
Sources include: � 2012 Portrait of the American � Crystal Cruises Travelers (MMGY Global/Harrison � Holland America Group) � Carnival � TripAdvisor � Cruise Lines International Assoc. � Travelocity � Dude Ranchers Assoc. � US Travel Association � Park City Mountain Resort � US Census Bureau � Family Travel Forum � PhoCusWright � TravelingMom.com � Austin Lehman Adventures � Thomson Family Adventures � Abercrombie&Kent � Disney � Tauck Tours � OARS
Happy Travels!
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