Expedia Group Media Solutions Data Shows Destination and Activities are
Top Considerations for Family Trips with Generation Alpha
BELLEVUE, Wash.–(BUSINESS WIRE)–Family vacation planning is no longer an activity just for the adults,
according to new custom research from Expedia Group™ Media Solutions,
the advertising organization of Expedia Group. For more than 8 in 10
travelers around the world, planning a family trip is a collaborative
activity for the entire family, including the youngest members of the
household: Generation Alpha. Representing those born after 2010, Gen
Alpha may be young, but they have ideas and opinions and are already
influencing family decisions – including travel. More than half of
parents and grandparents said Gen Alpha show them online and TV content
to influence family trip planning.
The Gen
Alpha & Family Travel Trends study, conducted by Northstar
Research Partners, examines Gen Alpha’s impact and role in family travel
decisions and the content and resources that are influencing their ideas
and opinions. Looking across Australia, Brazil, Canada, China, Germany,
Japan, Mexico, the UK and U.S., the research provides deeper insight
into family travel attitudes, preferences and priorities, and how Gen
Alpha may shape the future of travel.
Technology, digital content and instant gratification are the norm for
Gen Alpha. At least 50% watch online videos on a mobile device, 46% are
already using a computer for homework, and 58% use a smartphone to
communicate with friends and family. But they also crave real-world,
offline connections and shared experiences, like travel, which is a
frequent topic of discussion. Most parents and grandparents talk about
travel with their Gen Alpha children or grandchildren, and 60% note that
travel ideas come from both children and adults.
Gen Alpha’s proactive travel idea sharing, along with the travel-related
content they’re showing to family members, illustrates their early
influence on family travel today, and may be an indicator of their
future behavior as they mature and start planning their own trips.
“Despite their young age, Generation Alpha is already playing an active
role in family travel inspiration and planning, and they’re influencing
trip decisions for the entire family,” said Andrew Van der Feltz, Senior
Director for Expedia Group Media Solutions. “Gen Alpha is expected to be
more educated, wealthier and live longer than any generation before
them, resulting in great potential for the travel industry. By
understanding their interests and influence on family travel today, and
how their parents and grandparents are including them in travel
discussions, we can better prepare for the future.”
Family Travel Attitudes & Gen Alpha Influence
Although final decisions are made by the adults, more than one-third
said Gen Alpha influences family trip choices. For family trips with Gen
Alpha, destination selection (64%) and trip activities (57%) are leading
considerations. And although budget is a consideration for most family
travelers, convenience is more important than lowest price when
selecting transportation and accommodations. More than half of family
travelers selected their transportation because it was the fastest
option, and approximately 40% of family travelers selected their
accommodations based on location and family needs.
Family Travel Inspiration & Resources
Ideas and opinions from multiple family members may be contributing to
destination indecision around family trips, as 71% are deciding between
two or more destinations or don’t have a destination in mind when they
first decide to take a family trip. A variety of online and offline
resources play an influential role in family trip planning and booking,
including travel review sites or online travel agencies (63%). More than
4 in 10 look to search engines, colleagues, friends or family –
including Gen Alpha. Social media, online videos and online advertising
can also be influential for family travelers, especially ads with
appealing images, deals and informative content.
Good Old-Fashioned Family Fun
When planning family trips, an overwhelming majority of parents and
grandparents (95%) said keeping their family entertained and happy is
incredibly important, and 89% look for the best deals and value. But
they prioritize family fun – such as going somewhere with activities for
the entire family and places Gen Alpha will enjoy – along with a safe
and kid-friendly environment, above lowest price. Experiences and
activities are an important part of the family vacation itinerary. When
planning a trip, family travelers look for theme parks and attractions
(74%), water activities (67%) and outdoor activities (55%).
Key Insights and Marketing Takeaways for Reaching Family Travelers
-
Family travel planning is collaborative. Look for opportunities to
make travel research and planning an interactive, fun and easy
experience for the entire family, and use family-friendly content and
messaging. -
Family entertainment and happiness is incredibly important. Marketing
content with messaging or visuals highlighting fun for all ages –
especially for activities, experiences and attractions – is an
effective way to appeal to family travelers. -
Family travelers prioritize convenience over lowest price. Lead with
convenience-driven messaging, such as location or proximity to nearby
attractions, transportation options and family-friendly services –
rooted in a great deal to make the booking decision even easier. -
Inspiration and information come from a variety of sources. Marketers
should create a multi-platform strategy and use a diverse content mix
to influence family travelers throughout the purchase journey with
appealing family-centric images, deals and information.
More Travel Marketing Insights
For more findings and insights that marketers can leverage to better
reach, engage and convert family travelers from around the world, and to
view the full Generation Alpha study, please visit the Expedia Group
Media Solutions website.
Check out our blog and
connect with us on Twitter and LinkedIn for
more travel trends and insights, and stay tuned for additional research
throughout the year.
About Expedia Group Media Solutions
Expedia Group™ Media Solutions, the advertising organization of Expedia
Group, offers industry expertise and digital marketing solutions that
allow brands to reach, engage and influence its qualified audience of
travelers around the world. Through its vast network of leading travel
brands and global points of sale, Expedia Group Media Solutions provides
marketing partners with proprietary data-driven insights about traveler
behaviors during every stage of the purchase journey, along with dynamic
advertising solutions, to deliver strategic campaigns and measurable
results. For more information, visit www.advertising.expedia.com.
Trademarks and logos are the property of their respective owners. © 2019
Expedia, Inc. All rights reserved.
Contacts
For Expedia Group Media Solutions
Ashley Goncena
[email protected]
