While family travel is a very distinct segment – they plan ahead and timing is driven primarily by school breaks – the report reveals that brands looking to reach family travelers should implement a creative strategy rich with visuals and highly-relevant offers that will resonate with this less-spontaneous group.
The newest report from ADARA, a leader in leveraging global travel data to drive future business performance, as the company released its 2015 Family Summer Travel Prediction report. Based on analysis from Q1 2015 data, the report offers key insights drawn from first-party data across more than 80 global travel brands to provide a better understanding of how family travel differs from other travel segments. With summer 2015 travel expected to be up 4.5 percent over last year (beating the 2007 record of 217.6 million), the data from past travel seasons can help marketers determine how such trends will impact future travel and allow them to more effectively optimize online efforts to attract this valuable audience segment.
While family travel is a very distinct segment – they plan ahead and timing is driven primarily by school breaks – the report reveals that brands looking to reach family travelers should implement a creative strategy rich with visuals and highly-relevant offers that will resonate with this less-spontaneous group. Highlights Include:
Destinations
- 71% of families traveled fewer than 500 miles (and 45% under 200 miles) to their hotel destination vs. 58% and 36% of solo travelers, respectively
Hotel
- Over 38% of families booked their hotel within the week of traveling, showing there’s an opportunity to get family travelers to book (or switch) hotels within this key time period
- 45% of hotels booked for families and 38% of hotels booked for couples were booked by women. However, 72% of hotels booked for solo travelers were booked by men.
Air
- On average, family travelers book their flights two months in advance, compared to five weeks out for couples and less than one month out for solo travelers.
ADARA Family Summer Travel Prediction July 2015
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
