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Generation Alpha and Family Trends 2019 by Expedia Group

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GENERATION ALPHA & FAMILY TRAVEL TRENDS How the world’s youngest generation is influencing family travel Connecting With TRAVELERS ADVERTISERS 144M+ Marketing partners in Unique monthly visitors1 170 countries 2.1B 50+ Monthly page views1 Targeting types 10 Expedia Group brands 200+ Audience segments 200+ sites 20 Unique advertising in 75+ countries solutions 150+ mobile sites 30 in 70+ countries Reporting KPIs Notes: Expedia, Group data shown as of Q3’18, unless otherwise noted. 1Expedia Group Global – comScore, July 2018. 2OTA brands Expedia.com + Hotels.com from Q4’17-Q3’18. BABY BOOMERS (56+ YEARS OLD) Decisive and confident travelers, less tied to budget and prefer active, outdoor exploration and sightseeing GENERATION X (36-55 YEARS OLD) Travel less frequently than other generations, are destination indecisive and focused on INSIGHTS INTO family-oriented travel TRAVELERS BY MILLENNIALS (24-35 YEARS OLD) Frequent yet indecisive travelers, embrace “you only live once” (YOLO) experiences and enjoy GENERATION exploring the outdoors GENERATION Z (9-23 YEARS OLD) Open-minded, bucket-list oriented, already frequent travelers looking for relaxation and LEARN MORE AT: unique experiences bit.ly/travel-trends-research GENERATION ALPHA (0-9 YEARS OLD) Born after 2010, truly digitally-native, expected to reach 2 billion by 2025, and be the longest- living and wealthiest generation BORN AFTER 2010 and known as the children of Millennials, the first generation born entirely within the 21st century DIGITAL NATIVES growing up with Instagram and GETTING the iPad (which both also debuted in 2010), this TO KNOW generation are already tech power-users WILL REACH NEARLY 2 BILLION by the time the last of this generation is born in 2025, with 2.5 GEN million born around the world every week CULTURAL & ECONOMIC IMPACT of Alphas ALPHA and Gen Z are expected to be equal to that of their parents or older siblings, the Millennials GREAT POTENTIAL as Alphas are expected to be the most formally-educated, longest-living and wealthiest generation Sources: Digiday, 10/2018 Data Collection Method • Quantitative online survey conducted by Northstar Research Partners in the following countries: Australia, Brazil, Canada, China, Germany, Japan, Mexico, the UK and US Sample Size • 9,357 total (more than 1,000 in each of the STUDY nine countries) METHODOLOGY Field Work • April 11-May 7, 2019 Qualifying Criteria • Must have child or grandchild born in 2010 or later (age 9 or younger) • Must have booked travel online for leisure in the past year FAMILY TRAVEL WITH GEN ALPHA ON AVERAGE GLOBALLY, TRAVELERS WITH GEN ALPHAS ARE TAKING MORE THAN THREE FAMILY TRIPS A YEAR 2.4 1.8 1.2 0.7 0.8 Kid-Free Leisure Trips Family Leisure Trips Business Trips Kid-Free Bleisure Trips Family Bleisure Trips Q12: Typically, how many personal/leisure and business trips do you go on in a year? MOST TRIPS ARE DOMESTIC FOR THOSE WITH GEN ALPHAS, WHETHER TRAVELING AS A FAMILY OR WITHOUT KIDS 0.7 1.7 0.5 0.4 1.3 0.8 0.8 0.3 0.4 0.5 Kid-Free Leisure Trips Family Leisure Trips Business Trips Kid-Free Bleisure Trips Family Bleisure Trips In My Country Outside My Country Q13: For each type of trip that you’ve taken, how many have been in your country vs. out of your country? NOTHING TOPS AN ENTERTAINED AND HAPPY FAMILY WHEN TRAVELING 95% 89% 85% 85% 85% Keeping my family I look for the My family loves My family travel is My family loves to entertained and best deals and to explore the planned to take travel to major happy is of the most value outdoors and place when my entertainment utmost importance when planning be active children have school attractions or a family trip breaks/holidays theme parks Q11. Please select to what extent you agree with the following statements when planning a vacation with your family that includes children coming along. (Please select one for each statement) FAMILY FUN FOR ALL, KID-FRIENDLY ENTERTAINMENT & SAFETY DRIVE FAMILY TRAVEL DECISIONS Somewhere with activities for the entire family 194 A place young children will enjoy 190 A place that is kid friendly 188 A place where I won’t have to worry about children’s safety 182 A once in a lifetime experience/trip 145 A place children requested/want to go to 140 Cultural experiences the entire family will enjoy 137 Going somewhere unique for memorable/shareable family 132 A place children will learn something 126 A place where we can vacation with friends/family 124 Food options that will satisfy my children 103 Outdoor activities 101 Lowest price 94 Deals and/or special offers 93 When it comes to family travel EXPERIENCE BEATS EXPENSE ENTERTAINMENT WHEN TRAVELING ALSO INCLUDES DEVICE TIME FOR GEN ALPHAS 100% 75% 50% 25% 0% Watching Taking Playing Video calls, Researching Reading Using videos pictures games texts with nearby articles social online or videos family & friends activities online media from home Q42. And now thinking about when you’re on a family trip, do you allow your children/grandchildren under age 10 to engage in any of the following online or device-based activities? Please select all that apply. THE BASICS FAMILY TRAVEL WITH GEN ALPHA SNAPSHOT OF FAMILY TRAVEL WITH GEN ALPHAS TYPE OF TRIP TRIP LOCATION AVERAGE TRIP DURATION 28% 27% 32% 6.9 DAYS 13% 11% 68% WAS BUDGET A FACTOR? 79% 21% Family Play Relaxing Visiting Sightseeing Within My Country Vacation Family or Vacation YES NO Friends Outside My Country Q21. What type of trip did you last book for your family? Q22. Was the family trip….? (Please select one) Q23. How long was your family trip? Q30. Was budget a primary factor when you were researching/ booking your last family trip? PLANE AND CAR ARE PREFERRED MODES OF TRANSPORTATION FOR FAMILY TRAVEL 54% 7% Long distance train 47% 5% Long distance bus 5% Regional bus 5% Metro Train 5% Cruise ship 5% Commuter train 4% Boat or ferry Plane Car Q24. How did you get to your destination? CONVENIENCE DRIVES TRANSPORTATION DECISIONS 52% 34% 34% Fastest Option Kids Are Easier Most Affordable To Manage Q25. Why did you choose this mode(s) of transportation to get to this destination? NEARLY 60% of family travelers stayed in a hotel on their last trip Q27. Where did you stay on your last family trip? FAMILY TRAVELERS OPT FOR HOTELS 58% 21% 17% 16% Hotel Resort Family/Friends Vacation Rental Q27. Where did you stay on your last family trip? LOCATION, FAMILY NEEDS & PRICE WEIGH HEAVILY IN ACCOMMODATION DECISIONS RATIONALE FOR ACCOMMODATION SELECTION Online Research Location 41% Family Needs 39% 36% Referral Price Family-Friendly Offerings 31% Partner Large Room Size 31% Deal/Promotion 21% Q29. Why did you choose to stay at the place you stayed on your last family trip? HOW FAMILY TRAVELERS GET AROUND IN-MARKET 31% 28% 27% 25% 21% 10% 6% Personal Walk Rental Public Taxi Ride Bike Car Car Transport Sharing Apps Q26. How did you get around while you were on your last family trip? BUDGETING FOR THE BASICS: FAMILY TRAVELERS SPEND MOST ON HOTEL, FOOD & FLIGHTS Hotel Food Flight 24% Tours 8% Transportation Shopping Vacation Rental 10% 16% Experiences 10% Gifts 15% Child Care Other Q32. What proportion of your travel budget did you spend on each of the following? GEN ALPHA TRIP TYPES TRAVELERS WITH GEN ALPHAS GO FOR RELAXING & FAMILY PLAY TRIPS 54% Family Play Vacation Sightseeing 41% Vacation 55% 47% 25% Relaxing Visiting Family Special 21% Romantic or Friends 21% Event Bleisure Getaway 18% Milestone Celebration 18% Activity-Based Vacation 15% Cruise Q14: What types of trips have you taken in the past year? 74% 67% Theme parks Water and attractions activities 55% 44% FUN & Outdoor Historical activities landmarks ENTERTAINMENT ON THE FAMILY 40% 38% Dining Museum TRAVEL ITINERARY experiences visits 28% 26% Educational Guided experiences or tours classes Q38. What types of activities and experiences do you look for/plan for a family trip? FAMILIES ARE INCLUDING GEN ALPHAS IN TRAVEL PLANNING NEARLY 9 IN 10 say planning a trip together can be fun for the entire family Q37. For each of the following statements, please indicate whether you agree or disagree when it comes to how your younger children/grandchildren influence family trip planning. 80% FREQUENTLY TALK TRAVEL WITH GEN ALPHAS Very 3% Frequently 17% 27% Somewhat Frequently Not Very Frequently 53% Never Q19. How much do you talk about travel with your young child/grandchild? TRAVEL IDEAS COME FROM EVERYONE IN THE FAMILY 7% Adults 33% Both Children 60% Q20. Do you bring up travel ideas or do they? FAMILY TRAVEL DECISIONS ARE INFLUENCED BY MULTIPLE RESOURCES, INCLUDING YOUNG CHILDREN 63% 46% 46% Travel Review Sites or Family, friends, or Search Engines Online Travel Agencies colleagues (offline) 43% 35% 28% 22% Young Children Social Media Online Videos Online Ads Q36. Which of the following sources influence or inspire your decision making process when booking a family trip? WHERE GEN ALPHA GO FOR INFO GEN ALPHA ARE DIGITAL NATIVES AND SAVVY SMARTPHONE USERS 75% 50% 25% 0% Video calls, Watching Watching Using social Reading Looking up Shopping Doing chats, texts entertaining informative media online travel homework videos videos articles options Smartphone Desktop/Laptop Tablet Not Sure Q41. Do your children (grandchildren) under age 10 use any of these devices for any of the following? Please select all that apply. WHAT INFLUENCES GEN ALPHA TRAVEL OPINIONS? Imagery or information they see that highlights kid-friendly activities/attractions 33% Travel-related imagery or information they see on TV 30% Travel-related imagery or information they see or read online 27% Things they hear from friends and/or learn about in school 27% Things they hear from other family members 27% Q18.
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