Who is influencing travel decisions?
The study also offers new insights into how content and information are influencing Gen Alphas in APAC, and the impact these kids have on family travel considerations and decisions. Across the region, 75 percent of families involve Gen Alpha in the planning process for family trips, and more than three-quarters of adults frequently discuss travel with their Gen Alpha children or grandchildren.
So, what is influencing Gen Alpha’s travel opinions? We learned that in the Asia Pacific region, imagery or information highlighting kid-friendly activities or attractions and travel-related content on TV or online is influencing Gen Alpha’s travel opinions. The information Gen Alphas hear or learn about in the world around them plays a key role in informing the travel ideas they share with their family.
Key Insights & Marketing Takeaways
- Experience beats expense. Gen Alpha and their parents value meaningful activities over lower prices when making travel decisions. So, we recommend looking for ways to highlight unique, family-oriented activities and experiences in marketing content.
- Trip planning is a family affair. Gen Alpha plays an integral role in planning family trips. Find opportunities to make travel research and planning an interactive, fun, and easy experience for the entire family. Using family-friendly content and messaging will go a long way in reaching these family trip planners.
- Hotels are central to family travel. Hotel marketing content with messaging or visuals highlighting family-friendly amenities is an effective way to appeal to and engage family travelers in this region.
- Not all trips are created equal. Understand the cultural and behavioral differences between markets in Asia Pacific. Lead with top family travel considerations, including proximity to nearby attractions and family-friendly offerings. All the better if they’re rooted in a great deal—it will likely make the booking decision even easier.
If you would like to learn more about how you can better reach, engage, and convert family travelers from the Asia Pacific region, check out our full study, .