tbex north america 2016; what family travelers need: how the industry can respond, ethan gelber
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WHAT FAMILY TRAVELERS NEED: HOW THE INDUSTRY CAN RESPOND
ETHAN GELBEREditorial DirectorFamily Travel Association@thetravelword@FamilyTravAssocKERYN MEANSFreelance Writer, FounderWalking on Travels@walkingontravelLEIGH BARNESRegional Director, Americas Intrepid Group@LCBarnes@Intrepid_Travel
UNDERSTANDING FAMILY & MULTIGENERATIONAL TRAVEL
What We KnowYear over year, trips taken with children and extended family represent one of the only consistently rising types of leisure travel.Source: 2012 Portrait of American Travelers: Ypartnerships/Harrison Group
Growing Market31% of $290 billion in U.S. leisure travel is multigenerational.
32% of grandparents who took vacations did so with their grandchildren, up from 22% in 2007.
Cruise lines are welcoming more families -- in 2002: 13%; 2010: 25%; 2014: 30%.
70% of Club Med guests are families.
Virtuoso: Multigenerational Travel is #1 Travel Trend in 2016Sources: 2010 Portrait of American Travelers: Ypartnerships/Harrison Group; USTA 2011; CLIA Cruiser Profile Study 2008
What We Learned2015 US Family Travel Survey with NYUIncome influences HOW Americans travel, not WHY.Despite the growth in family travel, theres lots of room from growth.Children have influence! 62% help choose destination.People are willing to do a lot of research.Families worry about safety, cleanliness, and value.Many parents taking kids out of school to travel.
What We Learned: Travel Challenges
What We Learned: Travel Attitudes
Types of Families: Hassle-Free Travelers
Types of Families: Cautious Travelers
Types of Families: Intrepid Travelers
Types of FamiliesHassle-Free Travelers
Cautious Travelers
Intrepid Travelers
Types of FamiliesHassle-Free Travelers
Cautious Travelers
Intrepid Travelers
Family tours are not about repackaging existing trips.
Its about creating dedicated itineraries that provide an enjoyable and meaningful vacation for both parents and kids!
What are family travelers needs compared to regular travelers?
Shorter travel days. Its difficult to travel long distances with kids. Parents look for vacations that get them from point A to point B quickly.
Options during downtime. It isnt enough to just say go explore like a regular trip!
EducationExposure to new cultures and experiences is the ultimate education.
Tailored activitiesFor children and parents!
https://youtu.be/bhumLF1LVrI
Four main considerations for developing family product:
1.Health & Safety.
2. Comfortable and spacious accommodation. 3. Budget.
4. Engaging activities.
Cambodia Family Holiday 8 daysCambodian Traveler 9 daysAccommodation: Ohana Palace Hotel-Family friendly with swimming pool -Full spa for the adults-Overall larger propertyTravel Time: -Three total stops on the trip-No long travel days or distances-Multiple stops at markets and sights Transportation: -All transports are private van or bus.
Activities: -Cruising the Mekong at sunset in Phnom Penh-Cycling through small cottage industries in Battambang-All included activities are engaging, educational and family-friendlyGroup size: -These trips are just for families. With a maximum of 3-4 families in total.Minimum age: 5 (Must have a child under 18)Accommodation: Queen Ann Hotel-Small boutique hotel-Mostly twin share rooms-Centrally located with focus on premium food offeringsTravel Time: -Six stops in nine days -Travel days up to nine hours-Faster overall paceTransportation: -Public bus ride from Vietnam to Cambodia + private van or busActivities: -Firsthand look at Cambodias tragic past during a tour at Tuol Sleng Genocide Museum-Sample deep fried spider in the local markets Group size: -Small groups of up to 16Minimum age: 15
The numbers
Launched family product 3 years ago with a handful of tours.
Next year we will run 50 dedicated family tours.
Our Vietnam family tour will host over 150 families this year!
+32% increase in family travelers.
Average feedback is 4.85/5.
THANK YOU!ETHAN GELBEREditorial DirectorFamily Travel [email protected]: /FamilyTravelAssociationT: @thetravelwordT: @FamilyTravAssocKERYN MEANSFreelance Writer, FounderWalking on [email protected]: /walkingontravelsIG: @walkingontravelsT: @walkingontravelLEIGH BARNESRegional Director, Americas Intrepid [email protected]: /intrepidtravelIG: @intrepidtravelT: @LCBarnesT: @Intrepid_Travel