Children play a role in planning: Eighty percent of respondents said they talk about travel with their Generation Alpha child or grandchild at least somewhat frequently, and 43 percent said that these children influence family travel decisions. Generation Alphas are most likely to influence the destination chosen (64 percent) and the activities on the trip (57 percent) — though adults make the final decisions.
Family travel decisions are shaped by multiple channels: For most families, the travel planning process is a collaborative one — but children and their parents and grandparents are obviously influenced by different messaging. According to their parents and grandparents, imagery or information that show kid-friendly activities and attractions and travel-related imagery or information they see on television have the most sway over these younger travelers. Meanwhile, parents and grandparents are most likely to make their decisions based on travel review sites and online travel agencies, recommendations from family, friends, and colleagues, and search engine results. In order to appeal to both older and younger groups, messaging should contain appealing imagery, deals, and informative content, but should also be interactive and highlight fun and entertainment.
Attending Destinations International's 2019 Annual Conference in July? If so, where we will explore how travel marketers can build strategies to take advantage of these fresh insights. If you're not going to be able to join us for our Insights Summit but would still like to dive into the data,