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Family travel


Family matters W


hile spending quality time with family is a longstanding American tradition, there have been some


dramatic advancements over the last decade. Family travel is no longer limited to camping trips or visits to Grandma’s house; today, it’s not unusual for annual holidays to be spent on a cruise or safari. Indeed, a 2016 study conducted by the Family Travel Association (FTA) described the family travel sector as “set to boom”, with almost 80 percent of those surveyed (a mix of travel agents, suppliers and tourism boards) stating that the market is growing “robustly or moderately”. And, more than half of parents wish to expose their children to new destinations and cultures. As with the adventure and luxury sectors,


family travel is increasingly defined by its demand for immersive travel. According to Virtuoso’s 2017 Luxe Report, families prefer their vacations to be active and enriching. “All our family groups are seeking to have experiences, not just sit on the beach sipping umbrella drinks,” says Roy Ramsey, director of operations for Betty Maclean Travel. “Tey want history, cuisine, wildlife and memories that last a lifetime.” In this quest for an unforgettable family getaway, children are playing a significant


Family travelers are seeking richer experiences in more interesting destinations — and they need travel agents to do the legwork. By Britney Hope


role in the planning process. In the Luxe study, 88 percent of agents cited Generation Z as the main decision-makers in family travel, tying their affinity for social media to an interest in visually-impressive destinations and unusual experiences. Tey also like to personalize their vacations. “Often, our clients’ kids are the ones who found our website,” says Katerina Makatouni, co-founder of Kids Love Greece. “All our clients are families with at least one child who’s a Greek mythology aficionado.” Pop culture is another strong influencer,


according to Rainer Jenss, president and founder of the FTA, who says current fads and movies can inspire families. “Te hit film ‘Frozen’, for example, opened up the door for more families traveling to Norway,” he says. Even without an animated movie craze,


unconventional destinations are on the rise in the family market, with Antarctica, Russia and the Galapagos Islands listed in Virtuoso’s study as some of the most popular spots in recent years. Nevertheless, warm and reliable locations such as the Caribbean, Central America and Europe are still beloved classics, topping the FTA’s list as the sector’s most popular destinations. “Places like Costa Rica and Mexico will remain ‘hot’ for some time,


as more Americans venture outside the U.S. for the first time,” says Jenss. Cruising is another evolving family favorite.


Most major cruise lines now tout elaborate kids’ programs in addition to water slides, race tracks and themed eateries, while multigenerational groups looking for a more cultural experience are being drawn to river cruising, listed by Virtuoso as a top travel trend for 2017. In addition to offering travelers ever-changing amenities and multiple destinations, cruises are budget-friendly, with more brands introducing all-inclusive pricing to meet passenger demand. But, unlike the luxury or adventure travel sectors, which often place service and experience over budgetary requirements, family travel clients tend to be more price-conscious due to the unavoidable multiplication of airfare, meals and accommodation. Tat doesn’t, however, mean the market is cheap. Te FTA found that revenue from family


travel has grown by five percent in the last year, while Skift’s 2016 report on the family segment indicates that American families spend as much as $150 billion on travel services annually. “I focus more on value than a client’s budget or costs,” says Kimberly Wilson Wetty, co-owner and co-president ▶


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