Families Invest Heavily in Travel. So Why Isn’t It More Suitable for Kids?

Statistics indicate that families with children under 18 make up a substantial share of the travel market and possess considerable purchasing power. However, many travel providers have been slow to address their needs. From a shortage of spacious hotel rooms accommodating more than two guests to airline seating arrangements that make it difficult for families to sit together at a reasonable cost, many families feel disregarded—despite their willingness to spend on travel.

Recent findings from Skift reveal that family travel constituted 47 percent of all leisure trips in the United States during the last quarter of 2023. More than 50 million American family members could potentially go on vacation each year.

Last fall, the Family Travel Association (FTA) published its annual survey, which gathered insights from 3,370 U.S.-based parents and grandparents who travel. The results showed that respondents spent an average of $6,750 on family vacations in 2022, with 18 percent exceeding $20,000 in annual travel expenses. Skift found similar spending patterns among family travelers.

According to Bébé Voyage, a global online community for parents and caregivers, over half of the participants in its 2023 survey had planned three to five trips, while 25 percent intended to take more than six trips in the upcoming year. Just over half of respondents planned to spend between two weeks and a month away from home in the next year; nearly a quarter aimed to travel for one to two months in the coming year.

Despite the lofty aspirations and budgets of traveling families, their specific needs are not always met.

According to Lynn Minnaert, a professor and lead researcher at Edinburgh Napier University, many families feel the travel industry falls short on value for money and are frustrated by hidden fees. Additionally, the challenges of sitting together on airlines and the lack of family or connecting rooms in hotels pose significant concerns for larger families.

Finding suitable hotel accommodations for families can be challenging. Katelyn Brown, a travel consultant at Ciao Bambino, maintains a detailed list of properties with rooms that can accommodate more than two guests, ensuring she can efficiently book the right spaces for her clients.

Research by Rachel Meng, founder of Hotel Bambinee, highlights that urban hotels should offer connecting rooms, kids' meal options in an on-site café, and indoor play areas, as these are the top three desired amenities among parents. Impressively, 85% of 250 U.S.-based parents surveyed would pay extra for these features.

Further insights from Booking.com underscore the importance of family travel, revealing that 57% of Americans prioritize family time as their main motivation for traveling in 2024.

Why is travel not more accommodating for children?

Oleg Segal, CEO of the travel booking platform DealA, points out that despite optimistic growth forecasts, many players in the travel industry have yet to capitalize on the family travel market's potential. Many brands are failing to adapt their offerings and marketing to better serve modern families.

What prevents travel brands from better attracting families? Ritesh Raj, COO of CuddlyNest, explains that the diverse and ever-changing nature of families makes them a challenging target market. Each family comes with unique preferences, budgets, and needs, which complicates the efforts of travel providers.

To resonate more with families, travel companies must deepen their understanding of their changing desires. Raj emphasizes that a one-size-fits-all approach is often inadequate.

Families' interests go beyond just theme parks and conventional attractions. Although more than half plan a beach getaway in the upcoming year, theme parks ranked only sixth in the FTA's 2023 survey. Visits to family and friends, cultural or museum attractions, city getaways, and events like concerts and sports were prioritized higher, with national and state parks and nature vacations following closely behind theme parks.

These insights align with the experiences of Maija de Rijk-Uys, managing director of Africa-focused Go2africa. "Families embark on diverse journeys, from sMytouri adventures and beach retreats to cultural excursions and thrilling activities," de Rijk-Uys notes. "Family travelers have consistently been among the top sMytouri enthusiasts, especially in the U.S. market."

Increasing focus on families

Recognizing the significant opportunity in the family travel segment, some companies are taking action. BabyQuip, a baby gear rental service, has excelled in simplifying family travel. The company achieved $16 million in gross merchandise value in 2023, underscoring the rising demand for family-oriented travel solutions.

Luxury hotel brands like Four Seasons have integrated families into their core business model by offering specialized amenities for kids, customized dining experiences, kids' club services, and adaptable room layouts. Monica Domantay, lifestyle creative director at Four Seasons New York Downtown, states, "Our goal is to ensure families and children feel comfortable, relaxed, and worry-free during their stay." At the New York location, young guests are greeted with a book titled The Amazing Adventures of Aya and Pete in New York, a plush Pete doll, and a personalized map of the city, encouraging them to explore and document their favorite moments.

"Family travel is on the rise, with parents taking their children on bucket-list adventures from an early age," notes Jordi Lippe-McGraw, founder of the family travel gear brand PakRêve. "This trend calls for high-quality travel products tailored to sophisticated families who prioritize style and convenience during their global journeys."

Gear manufacturers are paying attention. Most leading stroller brands now offer models that fold compactly enough to fit in an airplane's overhead compartment. Additionally, there’s a burgeoning market for fly beds that allow toddlers to nap during long flights, along with ride-on luggage, entertainment kits, and various accessories designed specifically for young travelers.

The parent-led team at Kid & Coe has built a vacation rental brand focused on vetting properties for their catalog according to an internal checklist of family-friendly features, ensuring that they would personally feel comfortable staying there with their children.

Ultimately, if travel brands adapt their services to meet the needs of families, they can secure loyal clients from a young age. After all, today’s youngest travelers will grow into seasoned globetrotters.