In August, Family Getaways sent one of our editors to the D23 Expo in Anaheim, Calif. For those of you who aren’t Disney geeks, D23 is the name of the official Disney fan club, and the expo is where the brand announces some of its major plans — from entertainment and theme parks to travel and retail. Of course, the information ultimately has a major impact on the industry, but we’ve found there’s another benefit of attending the event.
“When Disney promotes its upcoming entertainment offerings, such as the new Disney+ streaming service, you can learn a lot about the future trends that are going to affect consumers,” said Samantha Davis-Friedman, Theme Parks Editor for Family Getaways. “D23 offers a peek into what Disney has in store for families.”
Attending D23 is the kind of trend research that’s increasingly important for businesses that work with families. As you can read in this issue’s cover story, “Once Upon a Time on the High Seas (and Rivers)” (page 12), there are sales opportunities related to the products that kids love. Finding a cruise featuring brands such as Marvel or Star Wars, for example, can make a vacation that much more special — and the booking that much easier for the travel advisor.
Keeping up with consumer research is not always easy, but it’s the norm for many businesses. Research companies such as KidSay and Trend Bible offer insights into the market via direct research. While the cost of professional research might be prohibitive for most agencies, advisors still need to stay current with the latest youth trends. It might take some ingenuity — and good old-fashioned web browsing — but knowing what families are into can be a secret weapon that wins over new and returning clients.
