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Study Shows Family Travel Has Room to Improve

by Holly Riddle

Dec 28, 2023

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While there’s a lot to love about family travel, a recent study from Family Travel Association shows the sector still has room to improve. The study gleaned insight from more than 3,000 families about their recent travel habits and travel plans for the upcoming year.


More than 80 percent of those surveyed said they plan to travel with children in 2024, and many expect to maintain or increase how much they’re spending on family travel. More than half also said they plan on taking a multigenerational trip. The reasons are myriad.


“This year, we probed parents on their children’s recovery from the pandemic and what role family travel plays in helping that recovery — 88% of parents reported that family travel is helpful to their children in overcoming some of the lingering impacts of the pandemic,” said Peter Bopp, director of research, Family Travel Association. “In addition, 84% of parents reported that family travel helps make their children more adaptable and open to new experiences, 62% say that it gives them a more positive outlook on life and 61% say it helps them with their social skills.”


However, despite the benefits of family travel, the study also uncovered complaints. The majority of parent respondents said the cost of family travel remains a challenge. Because of this, many also said they plan to adjust their travel habits in the coming year in order to save money. Changes include avoiding travel brands tacking on extra fees, as well as choosing more affordable accommodations.


Other areas the industry could improve? Parents pointed to lack of family or connected rooms in hotels, the challenge of securing family seating on flights and less-than-stellar customer service due to labor shortages.


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