By Mitchell J. Schlesinger

In the last article in April’s Home Based Trade (“The Graying of America” at www.homebased trade.com), we focused on the oldest demographic target group, seniors. In this article, we go back to the youngest and largest demographic group, families. At approximately 45-50 million households strong, the family market is clearly the largest demographic target group in America.
Demographically, the family structure has changed from the 1960s and ‘70s where typically just dad worked, to the ‘80s and beyond, where family structure is dramatically marked by two working parents, not to mention single working parents. And this demographic change has had an impact on key psychographic drivers, which has further affected travel patterns.

Let’s examine how these changes have impacted travel patterns and
purchase decisions.

1. The phenomenon of two working parents has generated a greater sense of guilt regarding vacations. Parents concerned with losing connections with their children see family vacations as a priority, a way to share memorable experiences and reconnect.

2. Parents seek out opportunities on vacations that combine family activities, organized children’s programs and parents-only time.

3. In addition to the usual family travel timeframes, parents are less reticent about taking their children out of school for a vacation, especially if they perceive that the trip will provide an educational, fulfilling experience. My wife teaches in an upscale elementary school and she tells me that the kids vacation throughout the year.

4. Travel with grandparents has increased, as have larger family reunions and even children traveling with grandparents without their parents.

5. Travel horizons have expanded dramatically with parents taking their children on trips across the globe.

From a psychographic standpoint, family travel actually has several characteristic similarities to senior travel.
1. It’s not cheap! Trips to Disney, cruises or all-inclusive land resorts are not inexpensive, which means parents, like seniors, are going to be very value focused, making sure the trip provides all the amenities and programs the whole family can share.
2. Parents are very concerned with three important elements: safety, strong children’s programs and enriching experiences. To be successful selling family travel, you must address these elements in your communications, immediately satisfying this concern of parents.
3. More and more, especially with children over 10 years, parents are taking children on vacations to worldwide destinations.

Here are the steps required to respond to family travel psychographics and capture a significant share of the family demographic group:

MARKETING
1. If you have a strong family market in your community, it is important that you enhance your knowledge of travel opportunities so that families have the sense that you can provide expertise in your service.
2. Be prepared to provide a litany of information to parents to address all questions, especially regarding safety, babysitting, children’s activities and programs, etc.
3. Don’t just promote trips during the summer and school vacations. Promote excellent opportunities even in non-traditional family travel timeframes.
4. Promote travel opportunities across the globe. It is normal to see children on summer Europe and Mediterranean sailings.
5. Find and promote vacations that offer unique experiences, especially those that are participatory.

BUILDING CUSTOMER LOYALTY
A wonderful family vacation experience that meets or exceeds expectations will definitely create loyal customers and excellent word of mouth referrals. Parents interact with other parents constantly (PTA, Little League, dance class, etc.) and positive reactions to a family vacation are “priceless.”
• Additionally, children are great promoters. Put them on your mailing list and send them materials from different vacation alternatives. There is nothing better than having the kids constantly reminding mom and dad that it is time for the next vacation.
• Remember, like seniors and ultra luxury clients, this is a very service-centric audience, and the personalized service you provide is an investment in their next trip, plus the referrals.
• Don’t forget to ask your current family clients about their other family members, siblings, aunts, uncles, grandparents etc. That is how groups are built. Families traveling together with same-age children have built-in friends who get to share the experience and create a referral multiplier effect when they get home. And, family reunions are a great source of group business.
• The last spin-off is that when the parents are ready to plan a trip just for themselves, they will contact you, as well.

And don’t forget, just about everyone you come in contact with is part of a family, one way or another, so the potential for family travel is everywhere!!

Mitchell J. Schlesinger, president of MJS Consultants and a cruise industry veteran, can be reached at mjschlesinger@bellsouth.net