According to a recently released survey of travel agency members from Ensemble Travel Group in the U.S. and Canada – including Montrose Travel – consumers are looking for reduced price and travel cost, while still accomplishing a sense of togetherness. Significant growth has been reported in the multi-generational travel segment as consumers request family getaways that extend beyond the immediate and incorporate grandparents, aunts and uncles, cousins, and friends.
While “desire to spend quality time together as a family” was the No. 1 factor that influenced the purchasing decisions of Ensemble agency members’ family travel clients this summer, “taking advantage of special pricing” was also among the top responses in this category.
“We can help families of all shapes and sizes find a vacation they can afford through our travel expertise and connections to hard-to-get rates and offers.” said Pat Ford, Personal Vacation Planner at Montrose Travel. “Regardless of the prevailing economy, when it comes to what is most important to travelers, especially those travelling with extended family, spending quality time together ranks highest with best value not far behind.”
When asked about travel spend per booking, 41 percent of the Ensemble survey respondents said their family travel bookings ranged from $5,000 to $9,999, with another 27 percent falling in the $10,000 to $19,999 range, and another 16 percent from $20,000 to $29,999. Eleven percent reported the average family travel booking at more than $40,000. Another five percent answered either under $5,000 or between $30,000-$39,999.
In other survey results, all-inclusive resorts were the most popular type of summer vacation for the family and multigenerational markets, followed closely by cruises. The majority of family travel bookings are for 7-10 days, with most popular land destinations including Italy, France, Spain, United Kingdom, Mexico, Hawaii, and the Dominican Republic.
The findings are part of “Ensemble Insights: 2013 Summer Family Travel,” a new survey by the organization that analyzes booking trends and activity of a cross section of its North American membership during the peak travel season of June through August.
Montrose Travel, www.montrosetravel.com