Social Media Powers Family Travel Trends
Forty-four per cent of adults bring children (and grandchildren) along on leisure travels. Taken as a group, they take more trips per year (4.5) than business travelers (3.9), Gen Y (3.9) or Gen X travelers (3.5), according to the 2012 Portrait of American Travelers (MMGY Global/Harrison Group.Parents, fueled by social media, are becoming more vocal, more demanding and more interested in what travel businesses can do for them and their kids, especially in areas like health, education and how to entertain the grandparents.
And their Social Media Clout/Klout is impressive.
At a recent Family Travel conference, family travel professionals were tweeting and posting on Facebook, Instagram and Pinterest. Organizers claimed an aggregate 1.6 million unique visitors to attendees’ sites, 326,000 Twitter followers and 250,000 Facebook friends during the last two to three years.Even celebrity travels are given clout by social media. Families are among the 52% of travelers who admit that social media has influenced vacation plans. Didn’t @kimkardashian take the kids to DR?
Moms are smart and listen to other moms. Empowered and in control, moms want to hear from other moms who travel through online content that is real, savvy and honest.And moms are mobile; they are 28% more likely than the general public to have a tablet in their diaper bag. The industry must provide apps and mobile trip-planning tools to keep them sane. And
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With mothers controlling $2.4 trillion in spending power and families taking more than 100 million trips a year, what travel company wouldn’t cater to family vacation fantasies? After hosting two Family Travel Conferences and checking the crystal ball, here’s what we see on the horizon: