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.”
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.
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