Family Travel Is Surging Again—And Kids Now Help Call the Shots
Families are gearing up for their busiest year of travel since the pandemic. The Family Travel Association’s 10th annual survey shows 92% of parents plan to take a trip with their children in the next 12 months—the strongest intent recorded in the post-pandemic era. Researchers polled nearly 1,600 parents and grandparents from Good Housekeeping’s consumer database to understand where the category is heading. The topline takeaway: budgets are growing, multigenerational trips are rising, and kids have more influence than ever over where families go and what they do.
Spending Is Up—Even as Costs Pinch
The market continues to expand. Eighty-one percent of families expect to increase or maintain their domestic travel spend this year. On average, families shelled out $8,052 on travel last year—about a 20% jump over 2023. Still, 73% of respondents say affordability is a challenge. To stretch budgets, 50% book lodging with a kitchen to cut food costs, and 46% dial back on paid attractions. Parents also called for clearer, up-front pricing, citing fees like paying extra to sit together on flights as ongoing pain points.
Multigenerational Trips Keep Growing
Trips that include grandparents are becoming a bigger slice of the family travel pie. Fifty-seven percent of parents plan to travel with both grandparents and kids—up two points from 2023. Extended family vacations are rising, too: 48% expect to take one this year, a seven-point increase. According to the survey’s research advisors, families link travel to stronger relationships and meaningful benefits for children’s development. That perceived payoff is fueling more group itineraries, longer stays, and destination choices that appeal across age ranges.
“Kidfluence” Is Real—and It’s Reshaping Planning
Today’s kids aren’t just along for the ride; they’re helping plan it. A majority of families say children help choose activities and excursions. A notable minority go even further: 15% let kids pick the destination, and 13% say kids set the theme or trip type (think beach week, national parks, or museum hop). Survey co-authors note that this generation is highly digital, pulling ideas from social platforms and online tools—while parents increasingly rely on the same channels to organize itineraries and compare options.
Accessibility Gaps Are Holding Families Back
The survey flags a serious shortcoming for travelers with disabilities. Families with children who have special needs gave the industry a C-minus for inclusivity, with 50% reporting issues tied to safety, staff training, and accessibility. More than 13% of surveyed families reported having a child with special needs, underscoring the size and importance of this segment. The message from researchers is direct: providers need to move beyond selling trips and deliver smarter, more accessible experiences—from booking flows and room design to attraction access and on-site support.
What This Means for Brands and Destinations
Families are spending more, traveling together in larger groups, and letting kids steer more of the agenda. To win their business, streamline pricing, highlight kitchens or family-friendly amenities, and showcase clear accessibility information. Offer bundles that help groups sit together without surprise fees. And market directly to “co-pilot” kids—through parent-approved channels—with activity-rich, age-inclusive ideas. The demand is there; the winners will be those who make it easier, clearer, and more inclusive for every traveler in the family.
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This article was written by Hunter and edited with AI Assistance
