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Family Travel – Bermuda Style
Survey’s focus this yearv What does family travel mean to families?
v Where are there opportunities?
vWhat are the challenges?
v How do ages of children affect travel behavior?
v How do families evaluate the travel sector?
v How can we serve families better?
Family Travel Motivations
Family Travel Motivations
Parents top ranked motivation for family travel:
“To have my children discover new places and have new experiences”
Family Travel Motivations
Parents second ranked motivation for family travel:
“To bond and grow closer as a family”
Family Travel Motivations
Parents value the developmental benefits of travel for their children:• More broad-minded• More engaged learners• More adventurous• More flexible and adaptable• More confident• More interested in other cultures• Better communicators
Family Travel Behaviors &
Opportunities
Strong Intent for Family Travel58%
21%
11%
5% 5%
0%
10%
20%
30%
40%
50%
60%
70%
Very Likely Likely Undecided Unlikely Very Unlikely
How likely are you to go on a family vacation with your children in the next 12 months?
Winter season shows growth potential
19%
22%
13%
7%
11%
2%
19%
22% 22%
19%20%
2%
0%
5%
10%
15%
20%
25%
Spring break Summer Winter holiday season Mid-winter break Around other holidays Other
Have taken Planning
Shorter vacations are most popular
• 1-3 nights 73%
• 4-6 nights 50%
• 7-13 nights 30%
• 14 nights + 15%
Most Popular Vacation Types
• Visiting friends & relatives
• Theme Park
• Beach Vacation
• Family Road Trip
•Museum/Cultural Attraction
• Family Reunion
• 71%
• 59%
• 58%
• 56%
• 39%
• 37%
Future Vacation Interest Vacation Type• Cruises• All Inclusive Resorts• Safari/Wildlife• RV Trips• River Cruises• Ski/Snowboard• Volunteer/Mission
Future Interest• 29%• 26%• 18%• 16%• 15%• 15%• 12%
Travel Agent Usage
20% of survey families used a travel agent
in the past 3 years.
Travel Agent Usage20% of families who have used a travel agent
Top reasons• Travel agents have access to better rates and prices
• Travel agents have an in-depth understanding of the destination or vacation type I was interested in
• Travel agents can best deliver the vacation experience we are looking for
• If something goes wrong, a travel agent is there to help
Response• 48%
• 41%
• 39%
• 34%
Travel Agent Usage
80% of survey families have not used a travel agent
in the past 3 years.
Travel Agent Usage80% of families who have not used a travel agent
Top reasons
• I can find all the information I need online
• I enjoy the process of researching, planning and booking a family vacation
• I trust myself more to find the right travel options for my family
• It would add to the cost of the vacation
Response
• 50%
• 43%
• 38%
• 36%
Challenges for our industry
Affordability&
Value for Money
The Affordability Challenge
Affordability is an important concern across most income ranges
• Only a lower concern with HHI of $150,000 +
The Affordability Challenge
Value for money is a top consideration when selecting accommodations
• 69% consider it is an important factor• 36% consider it the most important factor
The Affordability Challenge
Of the 10% of families unlikely or very unlikely to take a family vacation
• 69% say “we can’t afford it”
Annual Travel Spend
How much would you estimate you spent on family travel last year?
13%
17%
23%
26%
15%
4%
2%
0%
5%
10%
15%
20%
25%
30%
Less than $500 $500 - 1,000 $1,000 - 2,500 $2,500 - 5,000 $5,000 - 10,000 $10,000 - 20,000 More than $20,000
Travel Spending by Income
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Less than $500 $500 - 1,000 $1,000 - 2,500 $2,500 - 5,000 $5,000 - 10,000 $10,000 - 20,000 More than $20,000Less than $40,000 $40,000 to $59,999 $60,000 to 79,999
$80,000 to $99,999 $100,000 to $149,999 Over $150,000
Spending on family vacations by household income band
Age of children
Impact on Family Travel
Common to all ages• My child loves to travel
• My child is interested in learning about the places we visit
• My child prefers to go theme parks
• My child has a lot of influence in choosing the activities we do on vacation
• My child prefers vacations where they can relax (beach,
resort, etc.)
Family Travel Sector Evaluation
OVERALL INDUSTRY EVALUATION
B-
OVERALL INDUSTRY EVALUATION
B-
Subsector scores from recent users (3 years)
Airlines: C+ > B-
Hotels: B
Vacation rentals: B- > B
Restaurants B+ > B
Car rental: B- > B
Cruises: B- > B+
Travel agents: B- > B+
Tour operators:
B- > B
Online booking:
B
What can we do better?
The best part about traveling with my kids is…
• “Seeing their faces when they learn and experience new things and have a good time”
The best part about traveling with my kids is…
• “Seeing their faces when they learn and experience new things and have a good time”• “To experience different cultures and how others live. To
explore the beauty of nature and man-made civilizations.”
The best part about traveling with my kids is…
• “Seeing their faces when they learn and experience new things and have a good time”• “To experience different cultures and how others live. To
explore the beauty of nature and man-made civilizations.” • “Pure joy in just watching them explore and learn about their
surroundings.”
ThankYou
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