Explore trends on spending, destinations, types of travel and much more!
Family travel came to a halt during the 2020 pandemic, and now travel restrictions have come to an end it’s recovering nicely with 85% of families looking to travel in the next 12 months. 43% of families are still cautious, but their behaviour has changed slightly to provide them with more security when booking vacations. 67% ensure they check cancellation policies and 52% are willing to use a travel agent to help manage booking, provide travel information and any issues they may face.
Inflation and the cost-of-living crisis is having an impact on how families budget for travel, and many are looking to stay in all-inclusive resorts in order to keep track of their budgets and not overspend.
TOP FAMILY TRAVEL STATISTICS:
In 2025, 47% of travelers choose multigenerational family trips, a 17% increase from 2024.
68% of families went abroad in 2024.
58% of Millennials and Gen Z parents plan to bring their extended family on vacation in 2025.
31% of their Gen X and Baby Boomer counterparts.
89% of Millennial and Gen Z-aged parents said “quality time” was the reason for bringing extended family.
68% of Millennials and Gen Z parents say their children help inform aspects of trips
Compared to 56% of Gen X and Baby Boomer parents.
81% of respondents prefer destinations that have family-friendly activities.
67% of empty nesters travel more than ever now that their kids have moved out.
71% of adults planning to go on holiday in 2025 try to match their holiday dates with friends or family.
62% of parents travel with children under five years old.
85% of families are very likely to travel with their children in the next 12 months.
67% of families report they check cancellation policies when making travel arrangements.
47% say they now buy travel insurance.
52% of parents are willing to use a travel advisor or have already used one, a sharp increase from 17% last year.
68% of families plan to vacation during the Summer holidays.
24% of families travelled with children internationally for multiple days.
41% of millennials travelling with children visit beach resorts.
37% of UK families chose Spain as their top family holiday destination.
17% are choosing multi-destination trips.
83% of families will splurge their money, prioritising the destination.
13% choose sustainable travel.
13% look for an activity-packed holiday.
70% of families say that the amenities for children are important factors in choosing a destination.
31.6% of families prefer to stay in resorts or hotels.
31.6% choose to stay in vacation rentals/Airbnb.
21.3% of families like to stay in guesthouses.
9.1% stay at family/friends' houses.
6.4% choose to stay in a campervan or go camping.
Popular destinations for US families in 2024 include Florida, South Carolina, and national parks like Yellowstone and Yosemite.
In 2024, popular UK family holiday destinations include Greece, Turkey, and Spain.
What are families looking for in a destination? The high percentage of this demographic staying in hotels corresponds with the high percentage of them that value the amenities for children as being an important factor in deciding on the destination. This may be because hotels tend to contain facilities to accommodate and entertain those of a younger age. However, vacation rentals and Airbnb are also very popular with families prioritising multi-generational trips, to rent an entire property. It is no surprise that National Parks and beach resorts, as low-cost attractions in comparison to others such as theme parks and museums, attract many US families.
The top destinations are typically Mediterranean beach destinations for UK families, as they are easy to get to and offer warm summer sun. Florida is popular with US families, who opt to visit theme parks, along with Miami beaches.
Sources: Consumer Family Travel Survey , Access Development , Travel Agent Central , American Express , BA , Foundations, US News, Nomad Mania, Skift, Legal & General,
70% US families say they are 'very likely' to have a holiday in the next year.
According to ABTA, young families take an average of 2.3 trips annually.
Older families take an average of 1.7 trips a year.
65% have taken multiple vacations of 1–3 nights in the past year.
64% had taken multiple vacations of 4–6 nights in the past year.
35% of US families plan to take a vacation of 50 miles or more away from home.
Having children does not stop people from taking vacations, with 70% of US families hoping to have a holiday with their loved ones in the next year. How often you and your relatives visit new places together may be dependent on the age of the children as those with older children are shown to have slightly fewer holidays, abroad and domestic, a year. This may be due to more available time and budget. 35% plan to travel over 50 miles away from home which suggests that the element of escape from everyday life is one of the attractions towards a holiday.
Older UK families tend to take fewer family trips a year, this may be due to older children taking their own trips away with friends.
Sources: Consumer Family Travel Survey, Holiday Habits Report 2018
Affordability is a challenge to family travel for 59% of families surveyed.
67% of British holidaymakers went over budget on their last holiday.
73% of families overspent by 55% on their holiday in 2024.
The average cost of a family holiday varies, but ranges from around £2,000 to over £8,000 for a UK family of four.
Taking a break during school holidays will cost 18% more per person.
20% of parents would take their children on holiday during term time or consider doing so.
The family's average spending budget was £566.
However, they splurged an extra £312 primarily on food and drink.
Over 90% of parents admitted they spent an average of £378 on eating out, buying drinks, and shop-bought food and beverages.
88% of parents gave in to children’s demands for beach items, which cost an average of £202 on their last holiday.
The average cost of a holiday to Spain during term time is £925 vs. £1,179 during the school holidays.
Nearly 50% of families budgeted $4,000 or more for travel throughout the year.
28% expect to spend between $2,000 and $3,999.
The average annual spend on family travel amounts to $160 billion.
44% of the average family US travel fund is spent getting to and from the destination.
62% will skimp on souvenirs and shopping when planning vacations.
83% will prioritize spending on the destination.
68% will spend more on paid attractions.
77% of families said most important factor in deciding on their holiday is the best value for budget.
With the cost of living increasing, affordability is a concern for a lot of families. However, 67% overspend on their holidays, with 73% overspending by 55%. This additional spend came primarily from indulging in food and drinks. Additional costs come from souvenirs and beach toys/floats, with a little persuasion from the kids.
Price hikes during the summer holidays can increase the price per person by 18%. This increase causes around 20% of parents to take their children on holiday during term time to make it more affordable. Parents are willing to be fined to save money on their trip.
Sources: Consumer Family Travel Survey, Access Development, Go Compare, Post Office,
In 2024, 35% booked a holiday abroad with a travel professional.
This rises to 45% among families with older children.
49% booked with a travel professional if they took a package holiday in the last year.
50% booked with a travel professional if they travelled on an all-inclusive holiday.
50% booked with a travel professional if they had previously been on a cruise.
90% enjoy planning vacations – 59 % only plan the basics then leave other things for spontaneity.
95% said their priority was keeping their families entertained and happy.
42% cited value for money as the reason for booking a package holiday.
34% booked through an agent for convenience.
33% booked through an agent, so everything was taken care of.
Travel review sites (63%) and friends/family (46%) are the most influential factors when booking and planning.
69% decide on their destination due to its proximity to attractions and activities.
63% are influenced by friends when choosing a destination.
59% are influenced by other relatives when choosing a destination.
59% are influenced by vacation websites when selecting a destination.
74% use search engines to research and book.
85% said their priority was planning vacations around school holidays.
49% of families indicate that they've decided where to go based on pictures seen on social media, up 10 % from last year.
Families are becoming more independent when it comes to booking vacations, with fewer bookings through travel agents and more choosing to do their own research and booking online. The most influential factors in decision making are travel review sites and personal recommendations from friends and relatives. The increased number of families influenced by social media posts and online websites suggests that the internet is becoming a stronger port of information for those looking to book their vacations.
For almost all families, the priority when planning their trip is to book somewhere where they will be entertained and happy. This is supported in that 70% prioritise amenities for children when booking accommodation and location.
Sources: Consumer Family Travel Survey, Alamo, Access Development
38% are motivated to go on holiday with family to make memories
31% to escape the daily routine.
27% to explore new destinations.
25% to strengthen family bonds.
20% to celebrate special occasions.
49% of families have chosen a destination based on pictures seen on social media.
56% of millennials have booked a trip based on an image seen on social media.
Almost half of the respondents are inspired by travel bloggers (49%).
Other social media platforms that inspire are Instagram (68%), Facebook (61%), and TikTok (58%).
52% of global travelers go on vacation to visit family/friends.
60% say the final decision is made by both the children and the adults.
What do families look to get out of their time away? Traveling together enhances relationships and making memories was cited as the top reason for booking a family holiday. It is a chance to escape the everyday hassle of work and school, and encourages loved ones to connect.
The increasing influence of younger children on initiating travel suggests that younger children have been exposed to holiday inspirational messages through social media and influencers.
Social media and newer channels such as TikTok are influencing travel decisions. The social media outlets US families engage with for travel content have undergone considerable changes compared to our findings in 2019. Pinterest’s reach has grown from 52% to 71%, Instagram’s has increased somewhat from 60% to 68%, and Facebook’s has declined from 79% to 61%.
Sources : Consumer Family Travel Survey , Holiday Habits Report 2018 , Access Development
Family travel makes up 30% of global outbound tourism trips.
The Covid-19 Pandemic Has Cost The Global Tourism Industry $935 Billion.
85% of families are very likely to travel with their children in the next 12 months.
57% feel more confident and comfortable traveling than in previous years.
43% of parents still feel cautious about traveling.
The percentage of families expecting to travel for events has doubled compared to last year: events received a score of 23% in 2021, and of 46% in 2022.
45% of families say their travel behaviors and preferences have changed.
For 49% of families, the COVID-19 pandemic triggered the change.
28% of families point to their financial situation (including the impact of inflation ).
52% of parents are willing to use a travel advisor or have already used one, a sharp increase from 17% last year.
For 17% of families, changes in personal or professional circumstances played a role.
67% of families report that they check cancellation policies when making travel arrangements.
47% say they now buy travel insurance.
42% say they place a greater emphasis on comparing prices to find the best value.
Due to inflation, 42% of families said they will look for cheaper lodging options.
27% say that they will be looking for travel options closer to home.
41% place greater value on cleanliness and hygiene now.
Families are opting for beach vacations 66% and city vacations 65% over nature or active family vacations.
The percentage of families planning to visit National or State Parks has dropped from 46% (2021) to 32% (2022).
Multi-day international vacations are planned by 38% of families, up from 19% in 2021.
52% of respondents indicate that they are willing to use a travel advisor for their family travel needs in the next 2 years, which is a similar percentage to 2021's findings (56%) .
The top three sources for travel information are government agencies (92%) , travel supplier websites (77%), and tourism offices (73%) .
Travel clubs (72%) and travel websites (69%) follow closely behind.
A family of four will need a higher vacation budget, with the average vacation costs coming in at a total of about $3,600 .
43% of families believe travel suppliers should offer better value for money during the current climate.
35% of families feel that more accommodations should have family-friendly room options
20% feel accommodations should invest more in in-room entertainment.
Trends for 2023 include high demand for all-inclusive holidays to help people balance their budgets - 29%
31% of families say they plan to book earlier than normal to get the best price for their family holiday.
With the pandemic impacting the travel industry so heavily, the family travel market has bounced back with 85% of families looking to travel next year. 43% of families are still cautious about traveling, but in order to feel a little more secure their travel and booking habits have changed. 52% of parents are more likely to use a travel agent to organize travel, ensuring cancellation policies and travel information is undertaken by an expert and 41% place more value on cleanliness, and hygiene.
Families continue to worry about affordability and dealing with potential cancellations the most, over and above any other travel-related considerations. Inflation and the cost-of-living crisis has caused families to opt for all-inclusive options so they can balance their budgets. Families are also looking for bargains and better value for money along with traveling closer to home to save money. Families are still willing to travel but need to be increasingly cautious with spending.
Sources: Forbes, ABTA, Skift, Travel Pulse, Gitnux
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