New Skift Research: Decoding the Lucrative U.S. Family Traveler Segment
Skift Take
In a good year, American families spend as much as $150 billion on travel, according to our most recent market sizing estimates. It's a huge yet often misunderstood opportunity. Knowing what makes families tick, i.e. their motivations and obstacles to travel, as well as preferences for different types of experiences, is of paramount importance for travel marketers, especially in this era of personalized and bespoke travel.
Today we are launching the latest report in our Skift Research Reports service, Sizing, Behavior, Preference: Decoding The Lucrative U.S. Family Traveler Segment.
In our ongoing efforts to understand what compels the travel consumer, we have taken a big step in decoding a surprisingly under-researched segment of the U.S. travel market. In a good year, American families (with children at home) can spend as much as $150 billion on travel. It's a huge opportunity; just over 80% of the total U.S. population lives within some form of family household, connected by either birth, marriage, or adoption.
Trips and leisure travel in general is something that we, more often than not, experience with others. Results from Skift’s 2016 Experiential Traveler Survey indicate that nine out of ten leisure trips typically involve two or more people. In other words, most travel memories are made with life partners, family, friends, or children when taking into account trip composition, but also during the decision-making process on where to go and what to do once there.
Understanding what makes families tick i.e. their motivations and obstacles to travel, as well as preferences for different types of travel experiences is tantamount in this era of personalizat
