Family travel– parents exploring the world with their children, grandparents traveling with grandchildren and multi-generational travel – is starting to rebound in a post Covid-19 world. Research shows “the average family of four spends $3,835 per year on travel” according to Dream Big Travel Far blog.
Other key findings in the family travel market are listed below.
In this blog, Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency based in New York City, shares key trends to help marketers reach parents of generation Alpha reap the benefits of this lucrative family travel industry.
Skip Trips – grandparents traveling with grandchildren often living parents at home – are trending again in a post-Covid-19 world. Grandparents are making up for the lost time to connect and bond with their grandchildren.
“Two-generation trips can strengthen ties between grandparents and grandchildren while providing parents with a much-needed break. Skip-get adventures are a surefire way to create lasting memories, whether it's a one-day staycation or an all-inclusive resort that welcomes grandparents.” (Source: Family Vacationist)
Skip Trips also provide a desperately needed vacation for parents to have quality time alone while their children are exploring the world with their grandparents
Glamping escapes have surged in popularity during the Covid-19 pandemic providing parents endless opportunities to enjoy the natural beauty of the outdoors. “Glamping is an immersion in nature without the “roughing it” part, and after two strong years of pandemic-era growth this trend shows no signs of slowing down as a family-friendly alternative to campgrounds and RV parks.” (Source: Family Vacationist)
Families are embracing non-traditional accommodations such as treehouses, teepees and ranches to provide a welcome escape to the stress in a post Covid-19 pandemic world.
Technology Will Play A Greater Role
The pandemic has accelerated the adoption of technology in many industries, including travel. Families will continue to rely on technology to plan and book their trips, as well as to stay connected while on the road. Online booking platforms and travel apps will become even more popular, as families look for convenient and contactless ways to plan their trips.
Technology will also play a greater role in the travel experience itself. For example, hotels may offer mobile check-in and room keys, and attractions may use virtual and augmented reality to enhance the visitor experience.
Families may also want to invest in technology that enhances their travel experience, such as noise-canceling headphones or portable chargers for their devices.
Sustainability Will Be A Key Consideration
Sustainability has been a growing concern in the travel industry in recent years, and the pandemic has only highlighted the importance of responsible travel. Families will be more mindful of their impact on the environment and will choose destinations and activities that align with their values.
Sustainable travel options by Travel Lifestyle Public Relation Agency, such as eco-lodges and green hotels, will become more popular, as will activities such as hiking, biking, and wildlife watching. Families may also choose to offset their carbon footprint by supporting conservation initiatives or donating to environmental causes.
Travel Will Be More Flexible
The pandemic has underscored the importance of flexibility when it comes to travel. Families will be more likely to choose flexible booking options, such as refundable or changeable tickets, in case of unexpected changes or cancellations.
Travel insurance will also become more important, as families seek to protect themselves against unforeseen circumstances. Insurance policies may offer more comprehensive coverage, including coverage for pandemics and other health emergencies.
Mini-vacations at home, or staycations, continue to be popular. Many families now have the option to take a vacation from their regular routine without having to go far thanks to the advent of remote work.
Staycations can involve exploring nearby landmarks, dining at novel establishments, or simply unwinding at home.
The pandemic has also led to a resurgence in domestic travel, as families are more hesitant to travel internationally. This trend is likely to continue, with families choosing to explore their own countries or regions instead of traveling abroad.
Families may also be more likely to choose destinations that are closer to home, such as national parks, beaches, and other outdoor areas. Road trips and RV travel may also become more popular, as they offer a way to travel while minimizing contact with others.
As the world continues to navigate the challenges presented by the Covid-19 pandemic, it's important for family travel marketers to stay informed and remain open to new possibilities.
Our team of travel and lifestyle public relations professionals are here to help.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
A luxury cruise is often seen as the ultimate vacation experience, offering guests the chance to explore exotic destinations while enjoying a level of comfort that is unmatched by other forms of travel. The cruise industry is proving to be resilient, rebounding from the disruption in service from the Covid-19 pandemic.
Recent research reveals these key findings
● “As per the Cruise Lines Association, in 2020, worldwide passenger volume decreased by 80 percent.” (Source: Grand View Research)
● “The global cruise market is valued at US 7.25 billion in 2021 and is expected to expand at a compound annual growth rate of (CAGR) of 11 percent from 2022 to 2028.” (Source: Grand View Research)
● “Cruise reservations has seen a resurgence in 2022 as a result of pent-up demand.” (Source: The Cruiseline.com)
To cater to this market, travel and luxury lifestyle public relations agencies such as Allen Marketing Communications, Inc. can provide cruise marketers with an integrated consumer marketing campaign – brand awareness, crisis communications, media relations, digital display and retargeting advertising, social media and influencer marketing, and consumer promotions – to inspire first-time and repeat passengers to book a cruise.
As the cruise industry rebounds in a post-Covid-19 world, here are five key trends to watch to help cruise marketers capture their share of voice and share of market.
Wellness At Sea
Covid-19 pandemic has inspired many individuals to make their physical and mental well-being a top priority.
“A new way of cruising includes food, beverages, and an emphasis on wellness and healthy eating. Thus, cruises are rising to the challenge with menus that bring in something for everyone to enjoy while not getting that unwanted fat and calories. With this trend, the industry has encouraged healthy eating,” according to Cruisebooking.com.
Other cruise lines are incorporating more spa, meditation and mindfulness sessions on board to enhance the overall well-being experience during the cruise vacation.
This year, the demand for bucket-list destinations is expected to continue to grow, as people seek out unique and unforgettable travel experiences. Cruise lines are expanding their itineraries to include lesser-known destinations, such as Asia, Africa, and South America.
The new cruise itineraries provide guests with more opportunities to explore new cultures and experiences and also helps to spread tourism to less-visited areas.
Technology is transforming the cruise industry, with new innovations being introduced all the time. In 2023, we can expect to see more cruise lines adopting new technology to enhance the guest experience.
For example, some cruise lines are introducing virtual reality (VR) and augmented reality (AR) experiences onboard, allowing guests to explore destinations and historical landmarks in a more immersive way.
Other cruise lines are investing in wearable technology, such as smart bracelets or keycards, that can be used to access rooms, make purchases onboard, and even track the location of family members.
Sustainable travel is not a new concept, but it has gained more attention in recent years. Travelers are now more conscious about their impact on the environment and communities they visit. The travel industry is responding to this trend by offering eco-friendly and sustainable options.
“CLIA reports that more than 15 percent of cruise ships debuting in the next five years will be equipped with hydrogen fuel cells or electric batteries. Another promising sustainability development is the industry’s development of zero-emissions docking.” (Source: CNN)
“Advancements in shipboard decarbonization, investments in "green" infrastructure at destinations and ports of call and prioritizing wildlife and ecosystem conservation are the three key initiatives currently leading the way for sustainability at sea.” (Source: Travel Weekly)
Luxury cruising has always been popular, but in 2023, we'll see an increase in demand for ultra-luxury cruise experiences. The ultra luxury cruise experiences are becoming increasingly popular offering discerning passengers the chance to indulge in the high-end experience while exploring some of the world's most beautiful destinations.
With smaller ships, intimate accommodations, gourmet dining experiences, and exclusive shore excursions, luxury sailing cruises offer a truly unique and immersive travel experience.
Whether you're a seasoned cruiser or a first-time traveler, the ultra luxury cruise experience offers a unique and unforgettable way to explore some of the world's most beautiful destinations in style and comfort.
Setting Sail Into The Future
The cruise industry is constantly evolving, with new trends and innovations being introduced every year. This year, the cruise industry will focus on sustainability, technology, personalization, health and wellness, new destinations, and immersive experiences to enhance the on board guest experience.
Our travel and luxury lifestyle public relations specialists can help cruise lines to stand out in a crowded market with our bespoke consumer marketing campaigns.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.