Travel agents definitely have an opportunity when it comes to selling to families who are craving information and price transparency.
According to a new study by the Family Travel Association (FTA) and the NYU School of Professional Studies (NYUSPS) Jonathan M. Tisch Center for Hospitality and Tourism, opportunity is being left on the table in the family travel market, especially multigenerational options in the travel space.
"Our 2017 survey findings signify a major growth opportunity for the family travel industry," said Rainer Jenss, president of the FTA.
This year's study included more in-depth research into what families thought of their options when it came to travel. The results showed a disconnect between travel sellers and consumers.
"This year, we went deeper into recognizing that families come in all different shapes and sizes. We expanded the survey to include questions about destination preferences and aspirations, all in an effort to reveal how the industry is supporting American families' travel needs," Jenss added.
When families from around the U.S. were asked to grade how well the travel industry meets the needs of family travelers, the overall score was a B-minus.
Breaking down the results were even more revealing.
Airlines and travel agents received a C+; accommodations got a B; tour operators, cruise lines and car rental companies all scored a B-; and online booking and restaurants had a B.
The top three states families have visited are Florida, California and New York, while the top three states they would like to visit in the future are Florida, California and Hawaii.
Hotels, resorts and, motels were the most commonly booked accommodations, as families are looking for value and amenities for children when deciding where they want to stay. When researching their options, families say their main priority for a vacation is "visiting new places and exploring together" (49 percent), followed by "relaxing and unwinding together" (42 percent).
While 88 percent of families indicated they were planning to travel in the next 12 months, just 25 percent of respondents said they used a travel agent in the past five years, leaving a big window of opportunity for travel advisors.
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