The Skift Travel Podcast episode discusses the findings of a new Skift Research report on family travel trends in the U.S. Family travel is the largest segment of U.S. leisure travel, comprising around 40% of trips. Motivations for family travel include bonding, shared experiences, and educational benefits for children. A significant trend in family travel is the rise of multigenerational trips, with 46% of family vacations involving multiple generations, such as parents, kids, and grandparents. The availability of diverse accommodation options, such as vacation rentals, has made it easier for large groups to travel together.
Families are increasingly opting for short-term rentals, making up around 14% of family trips, particularly for large groups who want to stay together. However, hotels are still the primary choice for family travelers. Most family trips are domestic, with 93% of vacations staying within the country. These trips are typically short in duration, lasting between 1 to 5 days. While large cities are popular destinations due to accessibility, some families also seek out smaller towns and countryside destinations for a more relaxed getaway.
Common challenges for families planning trips include coordinating schedules, budgeting, and balancing different activity preferences within the group. Popular activities for family vacations include culinary tours, entertainment like concerts and festivals, and nature-focused trips. Despite these challenges, 65% of family travelers self-book their trips without the help of a travel agent. Additionally, 46% of families expect to spend more on travel in the coming year, indicating a continued growth in the family travel segment.
The report highlights the importance of bonding and creating shared experiences as key motivations for family travel. Educational opportunities for children are also a significant factor in families choosing to travel together. The increase in multigenerational trips can be attributed to the availability of diverse travel options that cater to large groups. As more families look to travel together, the demand for accommodations that can accommodate multiple generations is on the rise.
Overall, the Skift Travel Podcast episode emphasizes the growth and trends in the family travel segment, showcasing the motivations, challenges, and preferences of family travelers in the U.S. With an increasing number of families opting for shared experiences and multigenerational trips, the family travel market is expected to continue to expand in the coming years.
