FIVE MINUTES WITH... Edi te d b y S a r a h S u y d a m Photo © A nna Abelson
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Anna Abelson
Adjunct Instructor, NYU SPS Jonathan M. Tisch Center of Hospitality
Anna Abelson, co-researcher for the 2025 FTA Family Travel Survey (alongside the Family Travel Association), shared insight into this year’s report.
Why are the findings shared in this year’s survey so important to understanding the family travel segment as a whole? This 10th-anniversar y study prov ides a deep dive into the behav iors, preferences, and motivations that shape how families explore the world. Its value lies in: • Dual Segmentation: Sur veying both parents (focused on travel w ith children) and grandparents (focused on multi-generational and sk ip-generational travel) to capture distinct market nuances. • Breadt h of Data : Cover i ng ex ten sive con su mer preferences, from high travel intent (92% of parents are likely to travel in the next 12 months) to spending, book ing, and the inf luence of current economic and social trends. • Evolving Trends: Highlighting critical market shifts like Kidf luence, the grow ing role of technolog y, and the rising demand for accessible and inclusive travel. What were some of the most notable findings this year? A ffordabilit y Is the Def ining Cha llenge: Fina ncia l pressure is t he most signif icant and grow ing hurdle. A st rik ing 73% of parents cited affordabilit y as t heir top cha l lenge, a notable ju mp f rom 59% i n 2023. T h is is directly altering book ing behav iors: 50% of parents book lodging w ith a k itchen to prepare meals and 45% actively avoid hotels and airlines w ith extra fees. Kidf luence Is Now the Norm: Children have become genu i ne “co-pi lot s” i n t he t ravel pla n n i ng process, d r iv i ng dema nd for ch i ld-cent r ic, custom i zed t r ips: 77% of parents involve children in planning to ensure enjoyment, and children find their travel inspiration from social media (53%), friends (54%), and TV/movies (52%). The Rise of Accessible Travel: The sur vey highlights a va luable, yet u nderser ved, seg ment: fa m i l ies w it h
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GROUPS TODAY Jan u ary/ February 2 02 6
specia l needs children (13.49% of a ll t ravelers). These families travel more often and spend more per trip, yet the travel industr y is falling short, receiving a “C-” grade on inclusivit y from this group. This gap presents a major opportunit y for travel advisors to specialize. St rong Potent ia l for T ravel Adv isor s: T here’s a sig nif icant gap bet ween t he high w illing ness to use a travel advisor in the next t wo years (61% of parents) and t he low cu r rent usage (19%). T he pr ima r y mot ivat ion i s f i na nc ia l, w it h 58% of pa rent s seek i ng adv i sor s specifically for access to better rates and prices. Where do you see the family travel segment going in the next 5-10 years? The nex t 5–10 years w ill be def ined by a dua l focus on hy per-persona lizat ion and cost management, bot h heavily inf luenced by technolog y. A ffordabilit y and Value as Core Drivers: Financia l considerations w ill remain the primar y barrier. Expect a sustained st rong demand for va lue-oriented choices like all-inclusive resorts (valued by 68% of parents) and cruises (valued by 81% of parents) due to the convenience of all-in-one pricing. Hyper-Personalized, Child-Centric Trips: Kidf luence w i l l deepen, dema nd i ng more specia l ized it i nera r ies designed around children’s preferences, particularly for relaxation/pool time and outdoor adventures. Technology Integration for Efficiency: While currently in early adopt ion, technolog y like A I w ill become an indispensable efficiency tool for budget management and quickly finding highly personalized itineraries. Cont inued Grow t h of Mu lt i-Generat iona l Travel: Wit h 57% of parents planning t his t y pe of t ravel, t he logistical complexity will escalate the demand for larger accommodations and solidif y the need for professional planning assistance from travel advisors.