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.