SINGAPORE, 22 October 2019: For family travellers across the Asia Pacific, finding the best deal or lowest price isn’t a top priority – it’s all about experiences and family-friendly appeal, according to new custom research from Expedia Group Media Solutions, the advertising organization of Expedia Group.
When booking a family trip with Generation Alpha (children born 2010 or after), Asia Pacific travellers universally prioritize selecting a safe and kid-friendly place that young children will enjoy, with activities and cultural experiences for the entire family.
Conducted by Northstar Research Partners, the Asia Pacific Generation Alpha Travel Trends study explores Gen Alpha’s influence on family travel in Australia, China and Japan, looking closely at family travel attitudes and priorities.
The research offers insight into how content and information are influencing Gen Alpha, and the subsequent impact on family travel considerations and decisions.
Across the region, 75% of families involve Gen Alpha in the planning process for family trips, and more than three-quarters of adults frequently discuss travel with their Gen Alpha children or grandchildren.
So, what is influencing Gen Alpha’s travel opinions? In the Asia Pacific, imagery or information highlighting kid-friendly activities or attractions and travel-related content on TV or online is influencing Gen Alpha’s travel opinions. The information Gen Alphas hear or learn about in the world around them plays a role in informing the travel ideas they share with their family.
“While Gen Alpha may be young, they are already involved and influencing family travel decisions, and frequently discussing travel with their family,” said Expedia Group Media Solutions vice president, Business Development Wendy Olson Killion.
“Given the size and scale of the travel market in the Asia Pacific, Gen Alpha’s behaviour today can help inform what we may see in the future and illustrate the significant opportunity in the years to come.”
Family Travel Considerations
Asia Pacific travellers take the same number of family trips as the global average (2.4 trips), but this number increases to 2.7 trips for Chinese family travellers. Hotels are the overwhelmingly preferred accommodation type for families travelling with Gen Alpha, both globally and in the Asia Pacific. 82% of Japanese family travellers opt for hotels – nearly 25% more than the global average.
Nearly two-thirds of Asia Pacific family travellers opt to stay in a hotel over a vacation rental, which is 7% higher than the global average. Location or proximity to where travellers want to explore, family needs and room size are leading considerations for family travellers when making accommodation decisions.
When it comes to getting to the travel destination, air and car are the preferred modes of transportation for Asia Pacific families travelling with Gen Alpha.
Compared to the global average, Asia Pacific family travellers are more likely to use a car to get to their destination, especially in Japan, while Chinese and Australian family travellers opt for plane travel.
Experience beats expense
Gen Alpha and their parents value meaningful activities over the lowest
price when making travel decisions, so look for ways to highlight unique, family-oriented activities and experiences in marketing content.
Trip planning is a family affair
Gen Alpha plays an integral role in planning family trips. Find opportunities to ensure travel research and planning is an interactive, fun and easy experience for the entire family. Using family-friendly content and messaging will go a long way in reaching these travellers.
Hotels remain key for family travel
Hotel marketing content with messaging or visuals highlighting family-friendly amenities is an effective way to appeal to and engage family travellers in this region.
Not all trips are created equal
Understand the cultural and behavioural differences between markets in the Asia Pacific. Lead with top family travel considerations, including proximity to nearby attractions and family-friendly offerings – rooted in a great deal to make the booking decision even easier.