Decoding the Lucrative U.S. Family Traveler Segment

Skift Take

There are over 77.5 million family households in America, with an average size of 3.26 people, and an average annual vacation spend of $3,340. It's a sizeable market and most travel memories are made with life partners, family, friends, or children when taking into account trip composition, but also during the decision-making process on where to go and what to do once there. Travel and tourism professionals should have a keen sense of modern family dynamics.

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Report Overview

There are over 77.5 million family households in America, with an average size of 3.26 people, and an average annual vacation spend of $3,340. It's a sizeable market and most travel memories are made with life partners, family, friends, or children when taking into account trip composition, but also during the decision-making process on where to go and what to do once there. Travel and tourism professionals should have a keen sense of modern family dynamics.

Featured Quote

"In a more challenged economic environment, what you find is that people trade down in terms of their experience. In a strong environment, that just broadens the base of families and consumers in general that decide to vacation or stay longer in that area. That is why the middle market in the hotel business has always been a very good business to be in". - Dorothy Dowling, CMO Best Western Hotels & Resorts

What You'll Learn From This Report

Size and segmentation of the U.S. family travel market

Distinguish between key demographics and unique family travel attributes

Behavioral data and trends on accommodations and booking preferences

Unique insights from executives at niche and global accommodations brands

Insights on marketing strategy and generational branding

List of Figures

Leisure Trip Composition: Avid Travelers The Modern Family: Smaller in Size, Larger in Numbers Work/Life Balance: Career Satisfaction Obstacles to Travel: Time or Money? Work/Life Balance: Stress At Work U.S. Population: Age Distribution (2014) Age Distribution Among Avid Travelers: By Family Type Estimated Family Trip Spend U.S. Family Household Income Distribution Select Stats: American Households and Families (2015) Trip Frequency Among Avid Travelers: By Age Income Distribution Among Avid Travelers: By Family Type Planning Family Travel Traveler Preference: Pre-Packaged or DIY? Traveler Preference: Long-Few vs. Short-Often Traveler Preference: Accommodation Type Traveler Preference: Have you ever stayed at an Airbnb or similar service? Traveler Preference: Would you ever stay at an Airbnb? By Age Traveler Preference: Would you ever stay at an Airbnb? By Family Type Traveler Preference: Traditional Hotel or Airbnb? Better Amenities or Better Experiences? By Family Type Better Amenities or Better Experiences? By Income Better Amenities or Better Experiences? By Age Local Engagement: Community Service, By Age Local Engagement: Community Service, By Family Type Local Engagement: Environment, By Age Local Engagement: Environment, By Family Type Local Engagement: Exploration, By Age Local Engagement: Exploration Picture Taking: Liberal or Conservative?

Sizing, Behavior, Preference: Decoding The Lucrative U.S. Family Traveler Segment