Family Vacation Market:

Growing by Leaps

and Bounds

By Carol Eannarino

Family vacations have come a long way over the years — a far cry from the days of loading the station wagon and heading for the mountains or shore with kids in tow.
Today, tour operators, hotels and cruise lines know the strength of the family travel market and are offering more choices and variety than ever before. Such things as family-friendly all-inclusive packages and hotels, resorts and cruise lines offering family suites and children’s programs are commonplace, getting bigger and better — and are being snapped up by families.
These aren’t necessarily the traditional “mom, dad and two kids” families, either, according to American Demographics, which noted how shifts in demographics and lifestyles have broadened the definition of “family” in the U.S., as well as the way loved ones travel.
According to Census 2000 data, only 24% of all U.S. households are “married with children.” That means that the travel industry often underserves such prominent niches as grandparent/grandchild, multigenerational and single-parent travel.
Trafalgar Tours has noted the changes in family travel over the years — particularly the increase in multigenerational travelers.
“Parents and grandparents are ‘giving the gift of travel and lifetime memories,’” said John Severini, CTC. “They find the unique opportunity to reconnect and experience great moments together. And, the kids remember for the rest of their lives that their parents and/or grandparents provided them a magical experience through travel.”
Statistics show that home based agents would be smart to highlight grandparents in their databases — and they might even consider specializing in the burgeoning family market.
There are currently 70 million grandparents in the U.S. — about one-third of American adults. With more and more baby boomers approaching grandparent age (the average age of first-time grandparents is 47 years), this number should soar to over 115 million by 2010. And since these grandparents have higher levels of education and income than their predecessors, the travel they select often includes cultural enrichment and higher end experiences.
No longer is family travel relegated to summers only, either.
“Trafalgar is seeing more of a year-round demand, spread through every month,” said Severini.
He also noted that along with family reunions, “friends of the family are an interesting phenomena that seems to be occurring more and more. The basic trip starts as a family outing, then some close friends join in the trip — and it’s a broader experience for all.
“Trafalgar’s affordable tours and wide selection provide for the broadest opportunity for families to pick and choose the right countries with the best length and pace of a trip suited to them,” he added.
Severini said that while Britain and Italy are favorite destinations with families. “We have seen a strong interest in travel throughout Europe, the U.S. (particularly the parks and canyon lands) and Australia/New Zealand.”
Although land based vacations are perennially popular with families, a recent National Geographic Kids survey that polled 401 children ages 8 to 14 revealed that a cruise was the top vacation choice for the “perfect summer trip.”
According to Terry Dale, president and CEO of CLIA, the cruise industry’s chief marketing organization, its 19 member lines are carrying unprecedented numbers of children sailing with parents and grandparents.
“More than 1 million children under the age of 18 took cruises with their families in 2004 and there’s a reason why. Cruise vacations appeal to the whole family.”
He said that CLIA is witnessing an acceleration of this trend in 2005 and beyond. To keep up with the demand, most cruise lines continue to add amenities and activities to appeal to this market.
“An increasing number of families are making cruising their top vacation choice,” said Bob Dickinson, Carnival president and CEO. “Carnival alone is expected to host a record 500,000 kids this year — a 300% increase vs. eight years ago.”
New ships, such as the Carnival Liberty, which is launchmg the line’s first-ever Mediterranean cruise program this month, are offering expanded facilities and activities for children, teens and entire families.
Carnival Liberty’s Camp Carnival program is a shining example of the attention being paid to this market.The 4,200-square-foot enclosed play area includes a 16-monitor video wall, an arts-and-crafts center with spin and sand art and candy-making machines; a “soft play area” with padded play equipment for the under-2 set; a computer lab with educational computer games and PlayStation 2 game consoles, a children’s library and art and music programs.
Kid’s menus, supervised dining, a teen club called Without Batteries, and a teen-only shore excursion program for ages 12-17 are among the offerings. There’s also group babysitting, stroller rentals and multigenerational activities, such as arts and crafts sessions, a family water play area and make-your-own sundae sessions.
Royal Caribbean’s Freedom of the Seas, which will debut in May 2006, also is aiming to please families. The ship will offer six different family-focused stateroom categories specially designed to accommodate larger families and groups of friends.
The top deck H2O Zone — what RCI calls “a Fantasyland for the whole family” — will include interactive fountains that spray, sprinkle and spurt water in every direction.
“The combined pool space is 43% larger than on our Voyager-class ships, giving us the ability to create three distinctive spaces to appeal to our varied audiences,” said Richard Fain, chairman and CEO. “Guests will have the freedom to splash in the family pool area, relax in the adults-only Solarium or soak in the sun at the main pool area.”
A shallow pool fed by flamingo-shaped fountain will create a secluded space for the ship’s youngest cruisers. Freedom of the Seas, in addition to Adventure Ocean Program for ages 3 to 17 (with three exclusive areas for teens), will feature the line’s Aqua Babies and Aqua Tots playtime, developed by partner Fisher Prices Inc., for ages 6 months to 36 months and their parents.
Clearly, on both land and sea, the family travel market is where it’s happening — and for home based agents who know what appeals to this market, the sky’s the limit.