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Skift Global Forum
September 22, 2021, Online, New York, NY, USA
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Family Travel’s New Importance in the Larger Travel Ecosystem
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About the talk


About speakers

Lynn Minnaert
Academic Director & Clinical Associate Professor at Jonathan M. Tisch Center of Hospitality at New York University
Haixia Wang
VP Research at Skift
Rainer Jenss
Founder at Family Travel Association & Smart Family Travel

Dr. Lynn Minnaert is the Academic Director and a Clinical Associate Professor at the Jonathan M. Tisch Center of Hospitality at New York University. Lynn’s research has focused on international tourism policy, social tourism, family tourism, the social legacy of events (MICE events, Olympic Games) and corporate philanthropy in tourism and events. Her research has been funded by the Economic and Social Research Council (UK), the European Union, the International Olympic Committee, regional and national tourist boards (e.g. Tourism Flanders; Visit Almaty, Kazakhstan; Discover Dominica) and Meeting Professionals International. She is on the Editorial Board of Hotel and Tourism Management, and on the International Advisory Board for the International Journal of Contemporary Tourism Research. She is Co-President of the International Sociological Association’s RC50 special interest group on Tourism. She is also a board member of the Northeast chapter of the Travel and Tourism Research Association (TTRA).

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Haixia Wang is head of Skift’s research team that provides clients with actional data and insights across various travel sectors. Haixia’s first corporate experience was to start a forecast product at eMarketer. She built and grew eMarketer forecast into one of the most widely used data sources for the advertising market. After that, she worked as a research director at Gartner, focusing on marketing strategy and advertising and media. Outside of work, Haixia also spends a lot of time reading and thinking about how she could help make the world a little better.

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Rainer Jenss brings a wealth of experience and expertise as the Founder of the Family Travel Association. Before putting his professional expertise and personal passion to the ultimate test by traveling around the world for a year with his wife and two young children in 2009, Rainer Jenss was a Vice President and thirteen-year veteran of the National Geographic Society. As Publisher of National Geographic Kids from 2002-2008, Jenss helped transform the publication into the most widely read consumer magazine for children throughout the world. Prior to National Geographic, Rainer worked for CNN International and Business Traveler International. Since returning from the yearlong trip around the world with his family in 2009, Jenss has dedicated himself to be an advocate for family travel as an essential part of every child’s education. By creating the Family Travel Association, Jenss aimed to establish a collective and unified industry voice that will help change the way families travel – charting a path for the future generations of travelers the industry needs to cultivate.

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Please welcome associate professor and tourism at NYU Dr. Linnemann, our head of research at skiff Haitian Juan and founder of Family Travel Association Reiner Jensen. Hello, everybody. Let's start the session off with a fun fact. So the Family Travel Association, which I founded in 2014, actually officially launched on the same day that skiff launched. Its first day of its first global forum. So fun, facts of the FDA fun Factor skiff. I remember that

conference while I was so impressed. I'm really grateful to have had the opportunity to speak about my favorite subject Family Travel. So why not it launched the Family Travel Association in 2014 almost seven years ago? Our main priority then and it remains. So today is to help our industry better understand, the complexities that are involved in Family Travel and that starts with the families themselves, the parents mainly what are their unique challenges. How do we help them better? Understand the complexities of the choices that they

have? How do we serve them better? How do we meet their expectations? All these things were not really being done in 2014, which is amazing. This is one of the largest segments of the entire industry. So what do we do when I had the Good Fortune of meeting? Dr. Lynn Bernard. See on stage in the moment. So I met her at an event and I found out that she was doing research in Europe, basically doing the same thing helping Europeans better understand the Family Travel Market. I said, hey Len know where does launching here in the US? Should you help us do the same? And

she said, I loved you. So with that formed a great partnership between the FDA Family, Travel Association at NYU and ever since we have formulated a nationwide research study that Doesn't take into account income, or socioeconomic class, or geography or their social standing on race and color, Etc. This is about all families in the United States that we're going to get a temperature out to help again, our industry better understand what we're doing well and where we need to improve. So with that, we gathered some really incredible

data points, and we've been doing this. A, like I said, every year since 2014, Unfortunately, in 2019 are we had to take a pause because of all the craziness in the market. But today we are releasing our 2021 study of which you'll all get a free copy of you'll see at the end of the presentation. There's a you're around with the special user code and then please for attending the Skype conference. You have a complimentary copy of the research about what you do here today. I'm kind of the top line numbers and again, some of the unique data

points, better out there. So, with that, I want to introduce to you, the real stars behind the numbers. And that is Doctor Lindeman art, who I mentioned whose expertise is really all about Gathering data for the FDA and for other companies. And also heishi hear you earlier, who has done research, study and looked at the Family Travel market and its entire day when it comes to When it comes to the travel market, so please help me. Welcome. Dr. Lynn Menard and Haitians of the stage.

Thank you very much Rhino. And hello, everyone is such a pleasure for me, on behalf of NYU, to present you, with a brief summary of the findings of our 2021 Family Travel survey. And let me start with some good news to begin. Family Travel demand is back up to Bri covid levels. And not only is it up to three covid levels? It's up to hybrid covid levels. So as you see on the slide, we had a bit of a dip in Family, Travel demand between 2017 and 2019 with and of course a big slide in 2020, but we're now back up to 88% of families planning a trip

in the next 12 months. So having a look at which aspects of Family Travel have changed because of the pandemic and which ones haven't? We see that some characteristics remain unchanged. The first one is that domestic travel is by far the largest segment in Family Travel International. Even before all the Border closures was much smaller. And we also see that the fifth types of families engagement. Stay the same to talk for our visiting friends, and relatives Beach, vacations, State and national parks, and theme and water parks. No change there. Families prefer hotels as

their accommodation and their main concern when it comes to family. Travel is affordability. So not so much to covid concerns that there, but they're in a distant second and third place compared to the cost of travel. But some aspects of Family, Travel have also changed considerably. Post-pandemic, here are three examples of trip types that have seen a significant decline in interest museums and cultural attractions are down as you see. Probably because most of those are indoors events, whether it's culture Sports festivals are down and cruises down significantly. This was a

major growth categories for Family Travel in the last couple of years. And unfortunately, has now come down to 10% of families expressing an interest. We have some other changes both pandemic. It's been brought up with number of times today. But vacation rentals are on a massive increase in interest that already existed before the pandemic ago to say, but its accelerated. And it's come to some extent at the expense of motels in 2017. Motels were the third, most popular, accommodation choice for families. It down to six place in 2019 and a now and 11th place.

So a big slide cancellation policy is a very, very important as 56% of families. Say they pay more attention to those now and a whopping 80% of families say that they will not booked any travel and less if they're flexible cancellation and refund policies. And then finally travel advisors have received a bit of a bit of a boost because of the pandemic and while only 17% of families have booked with travel advisors, in the past two years, 65% say that they are interested in Booking travel with an advisor. In the coming, two years and

35% of that proportion. Say that is because the pandemic and the hell's it as closed. We also looked into how vaccinated and unvaccinated family is different in some in travel attitudes. And there's some interesting differences and unvaccinated families. A stronger position to vaccine passports and are not usually deterred by low vaccination. Rates in destinations on the contrary. Actually. They will seek out a lot of the time destinations with loser, Health restrictions and also interesting than much more likely to want to visit theme

and water parks. 70% of the unboxing needed families are planning to visit a theme of water park versus 50% of vaccinated families. The vaccinated families. On the other hand are much more likely to report lasting concerns about International and cruise travel. So they while they are vaccinated, they still have more of a fear barrier compared to the unvaccinated families. Then finally, we asked our families to evaluate the travel sector and how well it's serving them to give it a grade. Basically, for the period of the shutdown families, gave a grade of a

C+, not great, but passing All Things Considered, however, for today, they give the families at the travel sector. A grade of b - so better, providing safe environments. However, High some really big differences in how different sub-sectors are evaluated. So Dope, scores are going to travel advisors and vacation rentals then in second place, online booking platforms restaurants hotels. In tour operators. Third place are the car rental companies in the Airlines and in final place to cruise companies.

So, to sum up my very brief summary, what do families want in 2021. First thing that they want is cleanliness and visible frequent cleaning. So, despite all the accusations of hygiene theater, and the fact that covid doesn't necessarily spread through surfaces. They still want to see people clean. Honest and clear. Communications is a second one and that takes two forms. So you have the families who want to be reassured that there's going to be travel restrictions in place and that they will be reinforced. And then your other families who want to know that the amenities that they're

coming for. It will actually be open and that they won't be too many restrictions. And there's really no middle ground in the scores that they're given. So the big takeaway for the sector is you come please both sides of the coaches in the Braves and you'll have to choose a side to get satisfaction. And then finally flexibility. As I said, is important, flexible cancellation and refund policies will remain a must. And with that. I'll hand it over to Haisha. Who will talk about the Family Travel Market in comparison to The Wider sector.

Alright, thank you so much again for being here at the mission. Does the I will quickly go over a few slices, just did to provide a more contacted you if I'm going to travel to the friends, I focus on to Area 1 is how big is a family problem, our kids and a to do all this new trends, apply to family toddlers. Only or are they commonly shared for all? These are toddlers. So then I was talking about how the pandemic had to ship to the family. Toddlers that preferences are for accommodation for Destination. And also she talked about

somehow vaccination effects of people's, then I know future trouble decisions. So I'm going to shared a half hour at you, as a travel tracker where her family is a stage in 2021 and it where they travel to change phone to turn you on and we bought and also will compare how they differ from Not that many Travelers and also I will share data, vaccine rates for family, Travelers Inn on Travelers. Another thing is very important to change of the pain. Make Windows on top of the all the time already is

remote work, the right as a remote work and its impact on travel. So the question is, do family, toddlers a differ from others that it remote work situation. And it does remote work status effects of their childhood Behavior. So I'm going to share some the findings from our story on remote to work and travel in 2021 as well. Now let's get to the daytime. So my household is it with children, accounted for 21% of the entire us? Or are you as a household? But 26% of the total travel spending and a from March to December

2020, 29% of all personal trips that, you know, you was included, todrin and the number for the first seven months in 2021 is 35% and salt for snow tips in 2021, so far, including children, so it's a huge Angelou Curtice Market. Accommodation is so here. We have seen similar traits as then discussed in our survey since the Pentagon started vacation rentals in words and the camp grounds all realizing you to Sage. However, you know, the real that comes up from all the toddler segments. So, including some new trouble, so, family toddlers, only stand out the extent

standouts it in heavy are usage of resorts. Destination here, the divides between traveling with the kids and a family. Without a kids are much more pronounced in. So from that, I can see, I can see family, There is a town with a lot more to national parks and amusement parks and a lot less Urban centers that not that many Travelers. Vaccination, it's likely because the Thunder trying to tend to be younger. So they are actually explain to the less likely than not time to travel

Arizona to be vaccinated and their future travel plans are less way to buy their vaccines status. However, there is a caveat, it's the end of the day. I hear included in March and am a survey and also with the rise of the Delta variance, and is a greater impact on children this attitude and my to change in the upcoming months. And lastly remote work here. We have been seeing some fascinating data. So this is the place. I'm going to come January to July out of all the family

toddlers. 37% of all those who traveled with the children work to remold City 2 percentage points higher than those who would travel to adopt children, but while we know, they did a travel, a lot more as a result of the flexibility of the remote for the fear of them did. So Compared to North family toddlers, especially for longer trips. So this is an indication of you know, they added a challenges right now. So probably would have told you in while working and we talked about this a lot of children's big issue there.

So are you all? We know there would be a lot of changes and outcome other pandemic, but there will be an chance to habits. And also, there are uncertainties. And on top of that, sound to travel is not a monolithic Sacramento. We know, that's why there are intricate sneeze and preferences. So, to provide quality service to 2022, constantly, listen to thumb related to their knees, and respond to their knees, and of course, communities on with Clarity and transparency. So just ends our presentation.

Sorry you had to see this damn thing. You have to do this allowed her ready? So I'm very interested in speaking with Dinosaur on speaker, with the social director, and we have to fast before subscription and I'll pass on to learn to use the talk. About this report, said that's the day. The missions. Everyone gets a free report. Thank you. Jesus. So, so, if you're interested in reading a full report, please visit this URL Family Travel. Org forward slash slash research, and there will be

a picture of the report and you click the buy now button if you didn't enter SGS 21, so skip global forum, 21 at checkout. You will receive an email to download your report. I hope you all enjoy reading it and on behalf of all of us. I hope you enjoy the rest of the conference. Thank you. Thank you.

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Lynn Minnaert
Haixia Wang
Rainer Jenss