Family Travel People’s Choice Awards revealed

Sydney, Thursday 22 November 2018 – Family Travel today announced the results of its annual awards recognising the best of the best in family travel.

Providing a 100% independent snapshot of the family travel segment, this survey was carried out from April 2018 through to July 2018, and polled a broad cross section of Australians from coast to coast, small families to large, single parents to blended families, and those travelling with special needs considerations.

“These awards enable us to share useful insights to our ever-growing audience of families,” said Janeece Keller, Founder & CEO, Bound Round. “Our consumers can feel confident selecting these destinations, brands and businesses as they have been voted as the best by a large pool of family voters just like them. And our winners can celebrate the fact that the award means their customers genuinely value their brand and this accolade helps set them apart.”

Family Travel People's Choice Awards 2018 websiteWith over 120,600 unique votes case in over 70 categories, consumers submitted a record number of responses rating their travel experiences, providing a clearer picture of the current Australian family travel climate.

The awards were broken down into four distinct categories:

  1. Best of Australia – focused on domestic destinations, attractions and services
  2. Best of International – focused on international destinations, attractions and services
  3. Best Travel Providers – focused on service providers such as tourism operators, airlines etc
  4. Best for families of all shapes and sizes – focused on families of larger or smaller sizes and those with specific requirements
The full list of the 2018 Family Travel Awards recipients are published on the Family Travel website www.familytravel.com.au/awards and are celebrated in the next issue of Family Travel magazine, hitting newsstands on 24 December 2018.

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Notes to media:
Embargo: 5:00am (AEDT), 22 November 2018
Image: attached
Interviews: Founder & CEO, Janeece Keller is available for interview on request and can discuss the results, insights into the findings and what it means for the summer holiday season and beyond into 2019. Please contact ASAP to arrange an interview time if interested.

Bound Round unveils new look Family Travel website

Family Travel website refresh November 2018
Family Travel website refresh November 2018
Family Travel website refresh November 2018

SYDNEY, 20 November 2018 – The number one editorial family travel platform in APAC, Family Travel, today reveals it’s website redesign, putting user experience front and centre.

Since the original launch in 2015, the Family Travel website has evolved from kids-only to whole family focused. Today the website includes high quality, focused content directed by Family Travel’s (ex-AAP) digital editor Alison Godfrey, and curated family-only hot travel deals. Family Travel is the obvious choice for parents, grandparents, aunts and uncles, carers and friends to find the best holidays and things to do with the kids in their lives.

“Quality, meaningful and useful content is what the Family Travel audience craves,” said Bound Round CEO, Janeece Keller. “In today’s hectic family life, time is a precious commodity. Our audience are actively searching for a specific type and depth of content and need access to it quickly and efficiently. The refresh of the website brings our breadth of content and products to the fore and puts what our audience wants and needs within easy reach.”

Family Travel has undergone numerous changes in the past 12 months from a rebrand in December 2018 (from Bound Round to Family Travel) through to this most recent unveiling of its website that delivers key functionality to better service the site’s rapidly growing audience.

New features of Family Travel include a modernised design with improved search, filtering and smoother navigation to improve consumer experience and offer enhanced commercial opportunities for branded content and holiday product offerings.

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Latest issue of Out & About With Kids magazine is now available

Out & About With Kids Autumn 2018 cover

Issue #56 of Out & About With Kids is now available.  Grab a copy in newsagents around Australia or read the digital version here.

This issue of the magazine hints at the changes we’re making to the magazine and online and it’s the last issue of the magazine as you know it . The next issue (out on July 12) will have a new look and feel. The magazine will be called Family Travel, with an Out&About With Kids section inside. Be sure to pick up a copy – we’re confident you’ll love the revamp.

 

This is the first issue with Bound Round as publishers and with Tatyana Leonov as editor. We hope you enjoy reading this issue as much as we enjoyed putting it together.

We’ve covered everything – from USA adventures to the snow season and a whopper Fiji rundown. Find out why Fraser Island has always been on Tatyana’s must-visit list and where the best Australian whale-watching locations are. We’ve got camping in New South Wales and a how-to guide for the Gold Coast on a budget covered. And that’s just some of the Australian content! This issue also sees us open the 2018 Best in Family Travel awards, so make sure you go online and vote for your favourite family travel provider, and in doing so get in the running to win an amazing family holiday to Hawaii, including flights.

Researcher says travel marketers need to rethink families

Families of Australia families 2017/18

According to My Travel Research co-founder Carolyn Childs, travel marketers need to rethink how they target families and women.

Presenting at Mumbrella’s Travel Marketing Summit on 12 April 2018, Childs said “We’re going to have to start thinking beyond Janet and John families – I’m showing my UK origins, that’s the book I learned to read with – mum, dad, boy, girl,” she said.

“Families are single parents, they are blended families, they are all sorts of different family structures, and that’s going to keep powering the circumstances that are driving multi-generational travel. [They] are not going anywhere, so that will continue.”

Carolyn Childs at Travel Marketing Summit 2018
Carolyn Childs from My Travel Research presenting at Mumbrella’s Travel Marketing Summit 2018

 

Childs didn’t point to specific findings, however her presentation supports research into family travel from other sources, including Mastercard, HomeAway and Google.

What do we know about the family travel segment in 2018?

  • Family travel is $140 billion market
  • 93% families plan to travel with their children within next 2 years
  • Families who travel take on average 3.5 domestic and 1.25 international trips a year
  • Family travel accounts for 33% of all leisure trips booked

What do we know about the make up of Australian families?

  • 28% of Australian families are made up of two natural (adoptive or biological) parents and two kids
  • 23% of Australian families are made up of two natural (adoptive or biological) parents and one kids
  • Single parents with one child make up 15% of Australian families
  • Intact families with more than three children make up 13% of Australian families
  • Single parent families where there is more than one child make up 11 percent of Australian families.
  • Children in step-families experience complex living arrangements, sharing time between parents has become more common and each year, one in five children aged 4–17 years live in shared time arrangements.
  • From 1976 – 2011, the proportion of one-parent families with dependent children has increased from 7% to 11%.
  • Grandparents commonly care for grandchildren, with 65% of grandparents aged 40–69 years doing caring duties at least once a week.

Families of Australia

So what’s the implication for travel brands and marketers?

  • Family packages can no longer afford to focus on 2A + 2C as the primary marketing approach as it reflects only 28% of the make up of Australian families… not much more than a quarter, meaning that the vast majority of Australian families would’t identify with packages and marketing content that’s presented.
  • Travel often includes grandparents or aunts & uncles – again, meaning that the standard 2A + 2C approach doesn’t work. Infrastructure, especially hotels needs to cater for small groups travelling together but wanting (and in some instances needing) their own space.
  • Attraction and experience operators can most easily make changes as entry fees and family packages could better cater for today’s modern family.
  • Marketing content (especially photos & video) should depict real family experiences rather than rely on culturally homogenous images of mum, dad, son and daughter

For more on the research presented at the Travel Marketing Summit, visit Mumbrella

To find out how Bound Round can help you create family travel marketing content or packages that will resonate with Australian families of today, get in touch via email or phone.

Link to the article on Carolyn Child’s presentation that inspired this post is: https://mumbrella.com.au/travel-marketers-told-to-rethink-families-women-and-cyborgs-510914

Travel Bound – Australia’s newest family travel publication launches

Bound Round, today launches its first eMagazine, Travel Bound, to Australian consumers. This family focused, digital, quarterly publication is available on all Virgin Australia flights through the carrier’s in flight entertainment system and is also available for consumer download via the Family Travel website. Continue reading “Travel Bound – Australia’s newest family travel publication launches”

Don’t Forget About the PANKS (or the PUNKS)!

disco punk

Ever heard of a PANK or a PUNK before? No, I’m not talking about some new rock n’ roll craze, it’s travel related!

PANKs, or Professional Aunties No Kids (substitute Uncle for the males) are a significant travel market in their own right and one that is growing fast.

Who qualifies as a PANK?

People classified in this group aren’t just limited to aunties: it really applies to any professional woman without children of her own. She could be a godmother, cousin, neighbour, or mums’ friend.

What makes them important in family travel?

Recent research on PANKs shows why they’re important for the family travel sector. Some of the key statistics:

  • PANKs spend money on the kids in their lives; a lot of it! In the research 76% had spent more that $500 USD per child.
  • They’re more social: on average, they’re more active on social media and in general social activity than other woman. This means they spend more time engaging with influencers and then sharing that information.
  • They’re major decision influencers: they’ve got an opinion and it’s listened to! In fact, when it comes to travel, 77% of PANKs provide information on holidays and shared it with the family they support.
  • PANKs are online researchers: they dramatically outrank other women and are ahead of the curve when it comes to online media consumption. They’re also avid researchers!

What does it mean for us?

For any travel business targeting families, the PANK/PUNK market is an exciting one. Their ability to influence others cannot be underestimated nor can the money they have got to spend. As a PANK myself, I can see how this works first hand.

The key is engagement: you need a program that enables you to campaign directly to this market. Building a base of PANK advocates could really help boost your family marketing program.

Bound Round can help

As the parent company to one of Australia’s top travel sites for families, familytravel.com.au we know the power of the PANK. Talk to us about how you can work with Bound Round to engage with this emerging market.

Travel Industry Giants Finally Talking Kids

Wotif.com, who in 2014 was acquired by travel giant Expedia, Inc., recently published research and launched a campaign focusing on how things are changing with holiday planning.

Wotif.com’s campaign featured emotionally charged video posted to their Facebook page, which amassed thousands of interactions and more than 1 million views. Besides bringing viewers to tears and sending a message of family unity, this video successfully explored the family vacation from the kid’s perspective. For the first time, an industry leader has adopted kid-produced video as a medium to explore family travel options.

The video shows three families, and three kids preparing for their family vacation. Some are going to stay in hotels, some taking flights, and some going outdoors, but all parents are expressing the same apprehensions around packing, costs, planning activities. The kids are each given video cameras before the families set off for their separate holidays. When they return, the kids show the parents the videos they have made and for the first time, those parents began to understand the little things that kids enjoy and look forward to on family holidays.

Travel Specialist at Wotif.com, Kirsty La Bruniy says, “Kids see the world through simpler eyes and remind us that often it’s the little things that count towards the most memorable holiday moments.” (source: New Research Highlights Holiday Anxiety For Parents)

Almost all of the large travel websites have already agreed on the importance of using video content to showcase locations and experience packages. But now, they are also realising the importance of kid-produced video.

Bound Round was one of the first to move on by kids, for kids video content. Since 2012, Bound Round has produced over 700 videos (many available on familytravel.com.au)showcasing destinations and activities from a kid’s perspective. By building information pages, photo and video content for our partner businesses in popular destination cities across Australia and abroad, Bound Round has been able to reach the real family decision maker, the kid.

It is exciting to see the industry giants building on the efforts we have been making to offer families a better travel experience, as it is clear that we are and have been on the right track. This news does not only come as valuable insight to Bound Round, but more so as an pivotal opportunity for forward thinking businesses to lead by utilising by kids, for kids video.