How “Kidfluence” Directs Family Travel

A recent study of family travel trends reveals kids, especially those ages 7–18, play an increasing role in determining both destinations and activities for family vacations.

The survey, conducted by the Family Travel Association, Good Housekeeping and NYU School of Professional Studies, shows a record 92 percent of parents and grandparents plan to travel with children in the coming year. But, unlike family travel in the past, planning is now increasingly shared by younger family members.

The trend, known as “kidfluence,” reflects the increased access to globe-wide information available to this tech-savvy generation. More than 70 percent of parents and grandparents surveyed report their children and/or grandchildren have strong opinions and are heavily involved in planning and helping decide on vacations.

With ready access to information on the internet, social media and streaming platforms, kids can easily learn about destinations and experiences around the world. This increased awareness of the possibilities, bolstered by accounts and images shared by their contemporaries, makes kids enthusiastic participants in choosing and planning trips.

The survey also suggests 2026 is likely to be a big year for family and multigen travel, and families are looking for trips to create lasting memories for all generations and bring family members closer. Parents also noted the benefits of including kids in the decisions, citing how participation from the beginning increases kids’ enjoyment and engagement during the trip, especially for tweens and teens.

This “kidfluence” dynamic has not escaped the attention of travel marketers, whose campaigns are already focusing on using social media to target teens and build early brand loyalty. Advertising beamed toward a more general audience highlights unplugging and family engagement through vacation experiences.

Along with the expected theme parks, active and outdoor experiences top the lists of young travelers. For these world-savvy kids, whitewater rafting in places like Yellowstone, Northern Lights Adventures in Alaska, family glamping in Tetons, and more exotic travels such as a Tanzania safari to witness the Great Migration are replacing the old favorite take-me-there attractions.