New school semesters may be looming or already underway after the mid-year break, but that doesn’t mean families are packing away their travel gear just yet. In fact, new research from Agoda, one of the world’s fastest growing online travel agents (OTAs), has revealed seven out of 10 families globally take at least two family vacations a year, with Asian travellers taking more than twice as many family trips as their Western peers (five trips a year versus two).
Trend towards shorter, more frequent family vacations
While family travel is growing globally, details of who with and for how long families take vacations varies across the globe. A 4-7 night stay is the most popular duration for family holidays globally but there are large variances across markets. In the UK, a 4-7 night stay made up 41% of family travel in the past year, compared to only 20% of family travel for Thais. Instead, family vacations of more than 14 nights are taken by almost a third of Thais but only 11% of Malaysians. Vietnamese, Malaysian and Chinese families are most likely of all travellers to take 1-3 night vacations.
Hotels still dominate family accommodation preferences
More people used OTAs (international and local) to book family holidays in the last 12 months according to the findings of the Agoda ‘Family Travel Trends 2018’ survey which also revealed that hotels are still the most popular accommodation for families, followed by holiday homes, B&Bs and all-inclusive resorts. Cost, safety and activities were the top global considerations for when planning family holidays compared to holidays with non-family or alone.
“The family travel segment is growing rapidly and the needs of this group of travellers are unique and diverse,” explained John Brown, CEO, Agoda. “All families have different requirements, which is why we pride ourselves in offering an array of accommodation options from hotels, holiday homes or fairytale castles at a budget that suits them. Furthermore, families can use Agoda’s family-friendly filters to find places with babysitting or kids clubs, additional facilities such as kitchens or to request adjoining rooms, providing a more enjoyable overall booking and travel experience.”
Quality time with family is the biggest driver for family travel
With longer working hours and countless distractions from modern living preventing families from spending time with each other on a day-to-day basis, it’s no wonder that travellers globally look forward to quality family time (68%) the most on family trips. Relaxation (66%) and trying new things (46%) came out as second and third preferences.
British and Singaporeans are the most adventurous on family trips. Exploring new cultures as a family travel experience is most popular among these two groups (48% and 46% respectively). Chinese and Thai travellers are the least likely to investigate new cultures on their trips, (both 29%).
When examining anxieties relating to family travel, concerns about falling sick (36%), the standard of accommodation (21%) and family disagreements (16%) ranked highest for family travellers globally.
Agoda ‘Family Travel Trends 2018’ facts for Australia:
- 71% of Aussie travellers have travelled with their core family (parents and children) in the past year, 8% with extended family and 20% with grandparents and/or grandchildren
- On average, Aussie travellers went on two family trips in the past year
- 4-7 nights is most popular duration of Aussie family trips
- Aussies look forward to relaxing (69%), getting quality time with the family (67%) and getting away from routine (61%) the most while on family trips
- The top three concerns Aussies have during family trips are falling sick (31%), the standard of the accommodation (24%) and having disagreements with their family (13%)