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Every client has different motivations for traveling. This is especially true for families, where the reasons for taking a vacation can be varied across time, and by destination and trip type.
Last year, the Family Travel Association’s (FTA) fourth annual U.S. Family Travel Survey, conducted with New York University’s Jonathan M. Tisch Center of Hospitality and supported by Travel + Leisure magazine, surveyed more than 1,700 parents and asked for their top three priorities for travel. The No. 1 reason cited was to bond and grow closer as a family, closely followed by “have my children discover new places and have new experiences.” The third priority was to visit family and friends.
But those priorities shift a bit when you look at different types of vacations and destinations. Savvy travel advisors who understand these shifts can better serve their clients, close more sales and tap into these motivators to encourage parents and families to book with them in the future.
For example, families who book dude ranch vacations are mostly motivated by a desire to be physically active while disconnecting from technology and everyday pressures, according to the FTA study. They also want to discover new experiences and places — something urban families will find in ample supply in the wide-open outdoor spaces that dude ranches offer.
Experiencing something new and discovering places are also the top priorities for families who take an ocean cruise, followed by bonding as a family and experiencing great family entertainment.
When the FTA probed key motivators for a beach vacation, parents said they wanted to grow closer as a family and to experience new things. We also see indications that these are some of the best vacations for bringing along additional family members and friends. (Surprisingly, relaxing and unwinding came in fourth.)
While the annual FTA Family Travel Survey is rich in data, the key takeaway is the importance of not selling products, services and destinations but, rather, knowing the questions to ask clients to uncover what is motivating them to take that specific trip. Matching up the right experiences with those wants and needs will win advisors more business, as well as more loyal, lifetime clients.
The DetailsFamily Travel Associationwww.familytravel.org