Family travel as an opportunity for destinations
More than 70% of the parents surveyed traveled with their children at least once in the last two years, often even several times. But what makes a destination attractive for families? And how can providers better meet the needs of this important target group? A comprehensive study with over 1,000 parents and children interviewed offers new answers.
What families expect from a vacation
The results of the study reveal key criteria that guide families when choosing their travel destination. This shows that families are diverse and their requirements vary significantly — depending on the age structure of the children, financial opportunities and family dynamics.
- Child-friendliness comes first
73% of parents cite child-friendliness as the most important factor when choosing a travel destination. Attractive destinations for families are therefore those that particularly cater to the needs of children. Children want adventure, variety and fun, while parents pay attention to safety and family-friendly infrastructure. Offers such as adventure parks, child-friendly accommodation and creative leisure options are crucial to meeting these requirements.
- Time spent together as a central theme
For 75% of the children surveyed, spending time with family is the best thing about holidays. This insight underscores how important it is to create activities that promote togetherness — whether through joint outdoor adventures, creative workshops or family-friendly tours.
- Value for money as a key factor
While the desire for quality remains high when choosing a travel destination, the study shows that price plays a decisive role. Families are increasingly looking for affordable offers that still offer a high level of experience. Package deals that combine accommodation, food and activities are very popular.
- Children as active co-decision makers
As children get older, so does their influence on holiday choices. Almost 70% of parents say that children's wishes are taken into account when planning. Older children in particular contribute their own ideas, seek inspiration on social media platforms or talk about personal preferences such as adventure or nature experiences.
Challenges for family tourism
Despite the great opportunities offered by families as a target group, the results also show that there are barriers that can prevent families from choosing a destination. Frequently mentioned barriers include:
- Missing information: Many families are unaware of the diversity and quality of potential travel destinations. Transparent communication and targeted advertising can help here.
- Lack of attractiveness: Parents stated that some travel destinations are perceived as unexciting or child-friendly. There is a lack of offers that are tailored to the needs of families.
- Negative influences from outside: Political and social factors can have a negative impact on the perception of a travel destination, as the study showed.
Recommendations for a successful approach
How can providers overcome these challenges and specifically promote family travel? Here are four key levers that travel providers can use:
- Focus on emotional attachment
Family trips are characterized by emotions. Authentic stories and visual content that focus on togetherness and special experiences are particularly appealing. - Added value through customized programs
A “one-size-fits-all” approach doesn't work for families. Successful providers develop programs that satisfy both the adventurous spirit of children and the desire of parents to relax. Themed trips such as “adventure nature”, “culture for the little ones” or “family wellness” strike a chord with the target group. - Efficient dissemination of information
Parents often start researching early and look for inspiring and practical information. An optimized digital presence — from user-friendly websites to inspiring social media campaigns — is essential. - Emphasize sustainability and safety
While children are looking for fun, parents pay attention to safety and responsible use of resources. Providers who rely on sustainable and safe offerings can score points — particularly among young parents, who are increasingly attaching importance to these aspects.
Conclusion: Data as the key to a targeted approach
The study clearly shows that success in family tourism depends on a deep understanding of the target group. Providers who tailor their offerings to the wishes and needs of families not only create unforgettable experiences, but also retain their guests over the long term. Data-based insights are the key to developing relevant offers and standing out from the competition.
