Families plan to travel over the next year at the highest levels since the pandemic, according to a new study.
The Family Travel Association’s (FTA) 10th annual survey found that 92% of parents reported plans to travel with their kids in the next year, marking the highest level of intent post-pandemic. The survey polled nearly 1,600 parents and grandparents from Good Housekeeping’s consumer database to learn more about their family travel plans.
The survey revealed that the market is growing, with 81% of families planning to either spend more on domestic travel or maintain their current spending. Last year, the average family spent approximately $8,052 on travel, a 20% rise from 2023.
But still, the survey found that affordability remains a challenge for 73% of respondents. To save money, 50% of families book lodging with a kitchen and 46% limit paid attractions. When asked about industry pain points, respondents pointed out issues like extra costs for sitting together on flights and the need for more up-front pricing to avoid unexpected expenses.
Multigeneration travel growth
Multigeneration trips are contributing to the market’s growth, with 57% of parents planning travel with grandparents and children, a rise of 2 percentage points from 2023. Similarly, extended family vacations are becoming more popular, with 48% of respondents planning to go on one this year, a 7 percentage point increase from 2023.
Peter Bopp, the research advisor for the FTA and survey co-author, said “families associate positive outcomes from travel for family dynamics and children’s development.”
Perhaps that’s why the survey found a budding new trend: “kidfluence.”
Children planning vacations
Children are taking a more active role in vacation planning, with the survey finding that the majority of families let their children help plan their vacation. Most often, kids help select specific activities and excursions to do while on holiday. And although in the minority, 15% of respondents said children choose the destination and 13% curate the theme or type of trip for the family vacation.
“Our survey confirms an important shift in family dynamics toward ‘kidfluence,’ with children now serving as true ‘co-pilots’ in trip planning,” said Anna Abelson, adjunct instructor at the New York University Jonathan M. Tisch Center of Hospitality and co-author of the survey. “This generation of young travelers is highly digitally native, finding inspiration via social media and digital platforms. The planning experience is evolving rapidly, driven by the next generation’s input and the digital tools available to their parents.”
The survey also highlighted a gap in travel for families with children who have disabilities, who graded the travel industry a C-minus, with 50% of respondents reporting challenges in safety, staff training and accessibility.
“The industry is failing a key demographic,” Abelson said. “Over 13% of families reported having children with special needs, and those families gave the industry a poor ‘C-minus’ grade on inclusivity. This means the travel industry must shift its focus from simply selling a trip to providing smarter, more accessible value for all families, particularly those with children with special needs.”
