Are we there yet? How the family travel market has evolved and where it s going
Meet our panel of experts Eileen Ogintz eileen@takingthekids.com www.takingthekids.com @takingthekids FB:Taking The Kids
Meet our panel of experts Kyle McCarthy Kyle.m@familytravelforum.com www.myfamilytravels.com @familytravel4um FB: Family Travel Forum
Meet our panel of experts Darcy Jacobs Executive Editor www.myfamilytravels.com @familytravel4um FB: Family Travel Forum
Taking the Kids nationally syndicated column, guidebooks and media appearances have reached millions since 1992 New York Chicago Boston Washington Los Angeles Orlando Coming soon: San Diego San Francisco Denver
Your job Creating happy faces and memories
TMS Family Travel Summit Findings: Family Travel is Big Business More than 100 million trips per year include kids 44 percent of leisure travelers took kids in last year Families are the leading type of leisure travelers Kids and grownups say some of their best memories are from family vacations
Multigenerational travel is growing trend 22% traveled just with their grandkids 67% say kids are never too old to be treated to a family vacation Kids like to remember what they did with grandparents on vacation Disney: 40 per cent visit parks with another household, many with grandparents
Multigenerational travel is a changing trend 61% Millennials say parents most influential people in their lives reports Harvard Business Review 36% still live with parents We think well-traveled and highly educated Millennials will soon be booking multigen trips
We re Here to Explore the Real Market
Multigen Travel: Celebrate Milestones 69% of leisure travelers took celebration vacations 1/4 went to a family reunion Families share experiences socially in real time USTA Poll finds Favorite photos & videos are from family vacations
March 2014 TripAdvisor Survey says: 38% Planning Multigen Travel
Multigen Travel: Kids Lead the Way Research shows kids are increasingly influential in vacation planning TripAdvisor: 81% polled say kids now help plan family trips
What Matters Most Time spent together Parents surveyed want more time together with kids They get to know new things about each other Americans realize travel enriches life
Your job: Give Families a Reason to travel now Disney research: Fun not frivolous; it s a precious resource Memorable experiences can be fleeting Families shouldn t wait to take their kids Any time can be a special occasion Help military families
Help families celebrate Make it easier for those with challenges Upgrade grandparents who pay for the gathering Provide free babysitting and kids club Offer activities to help families build memories
Value-added for families Discounted or free second or third room Work together to offer discounts on activities and attraction admission Help adults make most of their vacation too San Diego program a big success
Better Kids Food is Good Business Rethink kids eat free programs Half-portions for half-price Encourage kids to try more foods Hyatt and Fairmont are good examples Timely topic for writers
Kids Clubs for 21 st Century Kids Parents and grandparents don t want to leave kids all day Parents don t want to pay exorbitant prices Parents want innovative programs Four Seasons and One&Only are good models
Giveaways for 21 st Century kids Make it meaningful No more junk How about local kids travel guide? Locally made snack? Reusable water bottle? Toy they can photograph everywhere they go
Idea: Solicit kids opinions! 45% of kids have a say in vacation planning Offer online content aimed at kids Interview local and visiting kids share stories US Travel Assn: kids say vacations give them quality time with parents
Idea: target the diaper crowd Doting grandparents can t get enough of time with the little ones Tout special amenities for very young children Use your off-weeks to market to these families Good models: Smugglers Notch in Vermont and Azul Beach Club in Mexico
Another idea: Get Creative Dress-up clothes Tea time Custom theme park tours Teen shopping excursions AMC family hikes Free sunset golf Tips from local kids and teens
Further idea: Thanksgiving is a good time to market multigen trips Families living farther apart than ever View holidays as good time for R&R as well as reunions If they have to travel anyway, they want it to be fun Thanksgiving week a great time to offer special packages for multigen families Free turkey?
Remember what it s like in your family, and never promise perfection! Traveling with kids is NOT easy Raising kids is messy, aggravating and immensely rewarding Traveling with kids is more wonderful than parents expect Grandparents probably have learned this by now
Are We There Yet? Reaching the Multigen Audience Kyle McCarthy, FamilyTravelForum.com PRSA Tampa June 10, 2014
Family Travel Forum projects include: myfamilytravels.com TheFamilyVacationist Blog TheFamilyVacationist e-newsletter Teen Travel Writing Scholarship FamilyTravelConsulting.com TMS Family Travel Summit & Conferences Complete Idiots Guide to Best Family Destinations (Penguin) Amazing Places To Take Your Kids (PPI) Kyle McCarthy, FamilyTravelForum.com FTFStaff@familytravelforum.com - Twitter.com/familytravel4um Facebook.com/FamilyTravelForum
Family Travel Forum outlets FamilyTravelForum.com @familytravel4um Facebook.com/FamilyTravelForum
Family Travel Forum outlets FamilyTravelForum.com @familytravel4um Facebook.com/FamilyTravelForum
Multigen Travel is Many Things FamilyTravelForum.com @familytravel4um Facebook.com/FamilyTravelForum
If you use keywords like "multigen," you can define them in your own way. FamilyTravelForum.com @familytravel4um Facebook.com/FamilyTravelForum
Lisa J. Berry of Princeton will never forget her grandfather s 83 rd birthday in Punta Cana, DR. Tell me a story, share an image. FamilyTravelForum.com @familytravel4um Facebook.com/FamilyTravelForum
Show Me Activities That Appeal to Different Ages FamilyTravelForum.com @familytravel4um Facebook.com/FamilyTravelForum
Family Activities & Needs by Ages FamilyTravelForum.com @familytravel4um Facebook.com/FamilyTravelForum
Position Your Clients Realistically: Help Media Suggest the Right Destination To Share Family History: Honolulu FamilyTravelForum.com @familytravel4um Facebook.com/FamilyTravelForum
Make Something Old New and Fresh To Renew Romance: Niagara Falls FamilyTravelForum.com @familytravel4um Facebook.com/FamilyTravelForum
Not Everything Has to be Cheap Tell me why Families should splurge To Share a Passion: Napa Valley FamilyTravelForum.com @familytravel4um Facebook.com/FamilyTravelForum
FTF s Favorite Pitches Lead with your USP Keep my attention with a well-told, authentic story Include Hi-Rez Images Include Kids Prices Follow up on my questions Tell me a story, share an image. FamilyTravelForum.com @familytravel4um Facebook.com/FamilyTravelForum
FTF s Favorite Pitches Give me data Offer me tweets Don t make me click a link Follow up on my questions Tell me a story, share an image. FamilyTravelForum.com @familytravel4um Facebook.com/FamilyTravelForum
Tour China Beijing, Shanghai, Xian, Chengdu, Yangtze River Cruise China Spree s 15D tour Mighty Yangtze starts at $2,739 per person including air, hotel, meals, guides Ledes <140 Characters that Grabbed Me FamilyTravelForum.com @familytravel4um Facebook.com/FamilyTravelForum
Hawks Cay, Key West, Florida CONVENIENT! Easy access from Miami International Airport FUN! Villas, kids clubs, tennis, watersports, Dolphin Encounters DEAL! 2BR 1,320 sq.ft. home with kitchen sleeps 6 for $638/Night Show me how Readers can Relax at the Beach FamilyTravelForum.com @familytravel4um Facebook.com/FamilyTravelForum
Mesa Verde National Park, Colorado LEARN! Guided Tour of Ancestral Pueblo Cliff Dwellings ($3) CHEAP! Camp out or Far View Lodge $90/N per double DEAL! April 17 to May 22 BOGO special: ½ price for 2 nd night. What s so Great about the National Parks? FamilyTravelForum.com @familytravel4um Facebook.com/FamilyTravelForum
Asilomar Conference Center, Pacific Grove (Monterey) CA FOODIE! Restaurant serves farm-to-table, only organic ACCESSIBLE! Facilities & 100-acre park are accessible to disabled DEAL! Double Room bed & breakfast for 4 in winter: $229/night Pitch like you know a pub s audience FamilyTravelForum.com @familytravel4um Facebook.com/FamilyTravelForum
Family Travel Forum projects include: myfamilytravels.com TheFamilyVacationist Blog TheFamilyVacationist e-newsletter Teen Travel Writing Scholarship FamilyTravelConsulting.com TMS Family Travel Summit & Conferences Complete Idiots Guide to Best Family Destinations (Penguin) Amazing Places To Take Your Kids (PPI) Kyle McCarthy, FamilyTravelForum.com FTFStaff@familytravelforum.com - Twitter.com/familytravel4um Facebook.com/FamilyTravelForum
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