Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Family Vacations - US - February 2018

"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."

- Gina Cavato, Lifestyles & Leisure Analyst

This report will look at the following areas:

  • Personal sources carry more influence than branded
  • Low prices may not be enough to entice family vacationers
  • Fewer households with children means a smaller family vacationer market

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. 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

                                                                                                          Family Vacations - US - February 2018

                                                                                                          £3,435.47 (Excl.Tax)