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AARP Travel Research: Multi-Generational Travel...Title AARP Travel Research: Multi-Generational...
Transcript of AARP Travel Research: Multi-Generational Travel...Title AARP Travel Research: Multi-Generational...
AARP Research | aarp.org/research | Copyright 2015 AARP, All Rights Reserved
AARP Travel Research:Multi-GenerationalTravel
February 2015
Contact Allison Kulwicki, [email protected], for more informationhttps://doi.org/10.26419/res.00101.001
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Table of Contents
2
Multi Generational Travel
Objectives 3Executive Summary 4 - 6Sizing the Audience 7 - 12Key Findings 13 - 36Appendix 37 - 40
MethodologyAARP Research Center Team
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Objectives
• To gain an understanding of multi-generational travel,specifically:
– What are the motivators/triggers for taking such trips
– What are the popular multi-gen travel destinations, and whatis the typical duration of a trip
– What type of activities do families participate in while ontravel
• To uncover the pain points and/or barriers to multi-generational travel
3
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Executive SummaryWhat is Multi-Generational Travel?
4
• Although two-thirds of the 45-plus traveler audience have not heard the term “multi-generational travel” before, almost all agree with AARP’s definition of it.
• Approximately half of the 45-plus travel audience have either taken (37%) or intend totake such a trip in the next year (16%). Those who have yet to take such a trip appear tohave family dynamics that may not lend themselves to embarking on such a trip.
• A multi-generational trip is seen primarily as a domestic adventure, taken either by car orby air.
• There is indication that some respondents may view holiday gatherings and visiting familyas multi-generational travel, which based on AARP’s definition, may or may not trulyqualify.
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Executive Summary
5
Multi-Generational Travel Details
• When on a multi-generational trip, most of the 45-plus travel audience is either the “parent” or the“grandparent” on the trip.
• A multi-generational trip is not typically inspired by a special event, but rather by a desire to spendquality time together as a family.
• More often than not, it appears that one person takes responsibility for organizing the trip andmanaging the major trip elements, such as selecting the flights and making the accommodationreservations.
– That said, although grandparents on multi-generational trips are more likely than others tocover some of the expenses, typically each family pays for their own expenses on the trip.
• The majority (80%) of travelers opt for a domestic trip to a city or a beach location, whereas thoseventuring abroad seek a sunny destination, either on a beach or cruise.
• Regardless of the multi-generational trip location, dining out is the primary activity that engagesthe whole group.
• And although selecting a destination and planning all of the trip activities can be a challenge, itappears to be worth it - 98% of multi-generational travelers were satisfied with their most recentmulti-generational experience.
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Executive Summary
6
Multi-Generational Travel Barriers
• The biggest obstacle to planning a multi-generational trip is deciding on a travel date.
– But there are also other concerns around cost, destinations, and coordinating it all
• Therefore, it is not surprising respondents would be most encouraged to take a multi-generational trip if they knew how to find good and affordable destinations for their family.
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SIZING THE AUDIENCE
7
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Definition of “Multi-Generational Trip”
• AARP definition:
The definition is presented to respondents at S11 and again at Q3 in the survey.
A multi-generational trip is defined as afamily trip that includes three generations ormore, such as kids, parents, aunts/uncles,
grandparents, etc. all traveling to onedestination to vacation together.
8
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Phrase Recall & Comprehension
• “Multi-generational trip” is not a novel phrase toconsumers, as one-third have heard it in the past.
– Nine out of ten respondents agree with AARP’sdefinition of it. 33%
67%
0%
20%
40%
60%
80%
Yes No
Base: Total Respondents (n=1,221)Q1: Have you ever heard of the phrase “A Multi-Generational Trip” before today?
Q3: How much do you agree or disagree with this definition of a Multi-Generational Trip?Q2: What three words come to mind when you hear “Multi-Generational Trip?”
Q2b: Which family members, specifically, would you include in your definition of a “Multi-Generational Trip?”
Heard of Multi-GenerationalTravel
• When asked what family members, they would include in theirdefinition of multi-generational travel, respondents said…
Children
Parents
Grandparents
Siblings
Cousins
Aunts / Uncles
9
• The three words that come to mind when thinking about multi-generational trips tend to be more aboutthe who (family) than the what (memories, reunion).
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Multi-Generational Travel Audience
S11: Which of the following types of trips have you taken in the past two years? Base: Screener, 45+Travelers (n=3,260)S12: How likely are you to take a Multi-Generational trip in the next 12 months (January 2015 – January 2016?. Base: Screener, 45+Travelers (n=3,260)Q24: How likely would you be to take another Multi-Generational Trip in the next 12 months? Base: Multi-Gen Travelers (n=835)
45-plus Traveler(n=3,260)
Multi-Gen Traveler37%
• Among the 45-plus travel audience, a multi-generational trip appears to besomewhat popular, with almost 50% likely to take one in the next year.
Non Multi-Gen Traveler47%
10
Multi-Gen Dreamer16%
Will Travel Next 12 Mo.85%
Will Travel Next 12 Mo.100%
Net Opportunity
31% 16%+ = 47%
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Audience Profiles
11
• From a demographic standpoint,those who have engaged in multi-generational travel do not lookdistinctly different than those whohave not.
• Travelers and Dreamers skew slightlyyounger than those not interested inmulti-generational travel.
Base: Screener, 45+Travelers (n=3,260)*Base: Total Respondents, weighted (n=1,221)
45-plus Travel Audience
Multi-GenTraveler
Multi-GenDreamer
NonMulti-GenTraveler
Base: 1187 530 1541
AARP Membership (a) (b) (c)
Member 42% 41% 45%
Non-Member 58% 59% 55%
Gender
Male 51% 50% 57% ab
Female 49% c 50% c 43%
Age
45 - 49 27% c 25% 22%
50 - 59 21% 27% ac 21%
60 - 69 27% 27% 30%
70+ 25% 21% 27% b
Ethnicity
Caucasian/Other 63% b 56% 66% b
Black 13% 14% c 9%
Hispanic 16% c 17% c 13%
Asian 8% 13% a 12% a
Who In Family Tree* 835 386
Child 7% 12%
Parent 38% 39%
Grandparent/G-Grandparent 49% 41%
Other 6% 8%
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Types of Multi-Generational Trips
• For the most part, a multi-generational trip is seen as adomestic adventure that can betaken by car or by air.
• Traveling to a locale where afamily member lives may beindicative of some respondentsassociating family gatherings(holidays, summers) as a multi-generational “trip.”
Base: Total Respondents (n=1,221)Q4: Which of the following best describes the types of Multi-Generational Trips you have taken or anticipate taking? Select all that apply
50%
44%
37%
15%
0%
20%
40%
60%
Drive 50+miles
Fly within U.S. Travel towhere afamily
member lives
Fly outsideU.S.
Mode of Transportation
12
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KEY FINDINGS
13
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7%Child
39%Parents
49%Grand-Parents
6%OtherFamily
Q6: To start, how many Multi-Generational Trips have you taken in the past 2 years (December 2012 – December 2014)?Q8: In context of the family tree, when on a Multi-Generational Trip, who are you?Q9: Who went on the trip?
• Among 45-plus travelers whohave taken a multi-generational trip in the past2 years, most are either the“parent” or “grandparent” onthe trip.
• It appears these trips oftenmix families, with more than50% of respondentsreporting the presence ofin-laws on their most recentmulti-generational trip.
Base: Travelers (n=835)
Family Tree Context
Travel with:Child(ren) – 90%Spouse – 77%Parent(s) – 54%In-Law(s) – 53%Extended Family – 46%
Travel with:Grandchild(ren) – 97%Child(ren) – 95%Spouse – 76%In-Law(s) – 66%Extended Family – 16%
Avg # of TripsTaken in Past
2 yrs:
3
With Who & How Often
14
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36%
25%
1%
1%
2%
3%
5%
7%
9%
13%
14%
0% 20% 40%
No Special Event
Other
A Birth
Retirement
Overcoming an Illness
A Success
Graduation
Anniversary
Wedding
Birthday
Reunion
Trip Inspiration
15
Q10: Which special event, if any, inspired this most recent Multi-Generational Trip?
• The biggest inspiration for a multi-generational trip stems from the desire to spendquality time with one another, and one-third of travelers have made it a family tradition.
– Among special events, reunions and birthdays appear to spark the most multi-gen travel, specificallyamong those 50-59 years of age.
Base: Travelers (n=835)
Trip Inspiration
61%
33%
15%
10% 11%
0%
20%
40%
60%
Best way tospend time
together
It's a familytradition
Tryingsomething
new
Other No specialreason
Other Reasons for Trip
Family TimeAppealing Destination
Family TimeAppealing Destination
Q10b: What other reasons, if any, inspired you to take a Multi-Generational Trip?Base: Travelers (n=835)
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47%38%
57%
43%
23%
21%29%
20%
20%
26%
18%
8%
9%28%
6%
14%25%
14%9%
45%
0%
20%
40%
60%
80%
100%
Total Child Parent Grand-parent Other
I did
It was agroup effortChild orSpouseSomeoneElse
The Planning
16
• In context of the family tree, the middle generation, or “parent,” is most likely theperson planning the majority of the multi-generational trip.
The Trip Planner
Q11: Who planned the majority of your most recent Multi-Generational Trip?Q11_2: Approximately, how old is the family member who made the majority of the plans for your most recent Multi-Generational Trip?
Base: Travelers (n=835)
52
60
Average Age
Family role on MG trip
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4%
8%
11%
11%
5%
7%
34%
35%
39%
61%
0% 20% 40% 60%
Don’t know
None
Other
Other travel websites
Blogs/personal websites
Social media
Travel information websites
Review websites
Travel booking websites
Hotel, airline, rental car websites
Travel Planning
17
Q11c: What specific online tools or websites were used to help plan this trip?Q11b: As far as making reservations (hotel, flight, dinner, etc.), how was that handled?
• When planning a multi-generational trip, it appears travelers go directly to hotel, airline, or rental carsites rather than using travel booking sites.
– This behavior appears somewhat driven by the planner’s age; those age 60-69 are more likely to use hotel, airlines, andrental car sites than are those age 45-49.
• More often than not, one person is responsible for coordinating the major reservations for the group,such as flights, accommodations, and dinners.
Base: Travelers (n=835)
Online Travel Tools Used to PlanMulti-Generational Trip
58%
20% 20%
2%
0%
20%
40%
60%
80%
One primaryperson
Each familyresponsible for
their own
A few people Other
The Reservation Maker
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Destination Snap-Shot
18
• The majority of multi-generational traveloccurs domestically.
– Hispanics and Asians are more likely than other ethnicitiesto take an international multi-generational trip.
• Those traveling aboard are very likely to visitmore than one destination.
• Approximately one-third, regardless iftraveling domestically or internationally, havechosen a nostalgic destination to share theirchildhood experiences with youngergenerations.
Where In The World
Multiple Destinations
80% 20%
Domestic International
38%Yes
32%Yes
Nostalgic Destination
66%Yes
33%Yes
n=666 n=170
Base: Travelers (n=835)
Q12: Did you travel internationally or domestically for this trip?Q13: Did you go to multiple destinations on your trip?Q14c: Was this destination chosen so that the younger generation could have a similar childhood memory/experience that you had?
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Selected Destinations - Domestic
75%
11% 10%7%
4% 4%
39%
25%
12%
5% 3% 5%
0%
20%
40%
60%
80%
U.S. Cities (NET) Florida (SUBNET) California(SUBNET)
Northeast(SUBNET)
Texas (SUBNET) South Carolina(SUBNET)
Other EntertainmentCities (NET)
Orlando Hawaii Las Vegas Other
Destinations ChosenAmong Domestic Travelers
• Multi-generational domestic travelers visit a variety of places, with one-fourthchoosing an entertainment-focused city (Orlando, Las Vegas, etc.).
– The South attracts more AARP members than non-members, with significantly more Caucasians andHispanics choosing Florida than other ethnicities.
19
Base: Domestic Travelers (n=666)Q14a: Where did you go on your most recent Multi-Generational Trip?Q14b: And why was this location chosen for your Multi-Generational Trip?
“It is a scenic beach location.”[California]
“The kids love Disney World and weplan a trip every few years.” [Florida]
“Never been there.” [Hawaii]
“We always spend time there – for 40years or so.” [Maine]
“Beaches, weather, golf, beauty.”[South Carolina]
New Orleans, D.C., Anaheim, NYC
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• Cities and beaches are most popular fordomestic multi-generational trips, followed byamusement parks.
20
Base: Domestic Travelers (n=666)Q16: Which of the following best describes the type of location that was chosen for this trip?Q16b: Which specific water experience did you have?
City Beach Amusement Park
On the water* Town Mountains
Parks/Campgrounds Other
27%
9%
9%
Type of Location Trip Length
24%
16%
5%
3%
7%
80%
18%
33%29%
20%14%
6%
0%
20%
40%
60%
80%
100%
OneWeek or
Less(Net)
1-3 days 4-5 days 7 days Morethan One
Week(Net)
7-10days
14 days
Location & Length of Trip – Domestic
• Domestic multi-generational trips generally span4-7 days.
Base: Domestic Travelers (n=666)Q15: Approximately, how many days was your most recent Multi-Generational Trip?
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36%
8% 7%
21% 22%
5% 5% 4% 3%5%
15%
8%5%
14%
0%
20%
40%
Caribbean/South
America(NET)
Jamaica Bahamas Other Europe(NET)
France Italy Spain London Other Mexico(NET)
Canada(NET)
Asia(NET)
Other(NET)
Destinations ChosenAmong International Travelers
Selected Destinations – International Travelers
• International travelers tend to favor the Caribbean over European multi-generational trips,perhaps driven by the high incidence of cruises being taken (26% of all international tripsvs. 1% of domestic trips).
21
Base: International Travelers (n=170)Q14a: Where did you go on your most recent Multi-Generational Trip?Q14b: And why was this location chosen for your Multi-Generational Trip?
“Family friendly.” [Bahamas]
“My daughter’s favorite city.”[Paris, France]
“Historical.” [Venice, Italy]
“All-inclusive that caters fromyoung to old.” [Jamaica]
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Location & Length of Trip – International
• A beach or a cruise (91% of “On the Water” responses)
dominate the international destinations chosenfor a multi-generational trip.
22
Base: International Travelers (n=170)Q16: Which of the following best describes the type of location that was chosen for this trip?Q16b: Which specific water experience did you have?
City Beach
Amusement Park On the water*
Town Mountains
Parks/Campgrounds Other
21%7%
2%
Type of Location Trip Length
29%
1%
29%
1%11%
53%
3%
17%
33%
47%
22% 25%
0%
20%
40%
60%
80%
100%
OneWeek or
Less(Net)
1-3 days 4-5 days 7 days Morethan One
Week(Net)
7-10days
14 days
• An international multi-generational trip istypically a week or longer.
Base: International Travelers (n=170)Q15: Approximately, how many days was your most recent Multi-Generational Trip?
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30%
6%
29%37%
5%
40%
50%
43%33%
58%
3%
19%
5%2%1%
3%
24% 25% 20% 27%
23%
2% 2%
14%
0%
20%
40%
60%
80%
100%
Total Child Parent Grandparent Other
I paid Each family paid their own My parent(s) paid My child(ren) paid A combination Other family member paid
Trip Costs and Payers
23
Q11b_1: Did the group decide beforehand how the trip expenses would be handled?Q11b_2: And in regards to paying for the trip, how were the big expenses, like hotel and flight, handled?
• Before setting out on their trip, almost all travelers knew how the expenses wouldbe handled, and in many cases, each family took care of their own costs.
Base: Travelers (n=835)
How “Big Expenses” Were Paid For on Trip
Finances DecidedBefore Trip
Finances DecidedBefore Trip
91% 85% 89% 94% 92%
Family role on MG trip
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Spending Habits
24
Q11b_6: Regarding your most recent Multi-Generational Trip, which of the following best describes your personal spending habits?
• Most see multi-generational travel as a mixture of splurging and budgetedexperiences.
– Those traveling internationally are more apt to see the multi-generational trip as atime to splurge than do domestic travelers.
Base: Travelers (n=835)
9%
19%
61%
62%
30%
19%
Splurge Mix of splurge and budgeted Budgeted
Domestic
International
How Approached Spending
*
* Indicates a significant difference between types of travelers
*
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Accommodations
25
Q17: Did everyone stay at the same accommodations on this trip?Q18: Which of the following best describes the type of accommodations where the majority of people stayed at on this trip?
• When it comes to lodging, hotels are a popular choice for multi-generational travel.
– Domestic travelers also stay at vacation rental homes and resorts.
Base: Travelers (n=835)
81% of travelersstayed at the
sameaccommodationwith their entire
family
81% of travelersstayed at the
sameaccommodationwith their entire
family
9%
4%
36%
19%
11%
33%
22%
3%
1%
17%
21%
43%
0% 20% 40%
Other
Bed & Breakfast
Cruise Ship Cabin
Resort
Vacation Rental Home
Hotel
Domestic International
Where Everyone Stayed
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Trip Activities
26
Q19: What types of activities did your most recent Multi-Generational Trip include and who participated in each activity?Q19b: What theme park/amusement park did you visit?
• During a multi-generational trip, the whole group partakes in dining out, sightseeing,and relaxing together.
• Popular individual activities include sneaking in some quiet time, sports, and highadrenaline activities.
Base: Travelers (n=835)
Activities Engaged Inby Whole Group and Some Individuals
81%
53%50%
34%
26%23%
18% 18% 17% 16% 16%
7% 5% 4%
17%
26%23% 23%
36%
16%
21%
8%
28%
13% 14% 12%
22%
16%
0%
20%
40%
60%
80%
100%
DiningOut
Sight-seeing
Relaxing byPool /Beach
Cooking QuietTime
ThemePark
BoardGames
Picnics Outdoor/Nature
Activities
Theater/Art/
Culture
Museum SportingEvent
Sports HighAdrenalineActivities
Whole Group Some Individuals
Disney is mentioned 29% of thetime by travelers who visited atheme/amusement park.
Disney is mentioned 29% of thetime by travelers who visited atheme/amusement park.
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Favorite Trip Activities
27
Q19c: Thinking about all of your past Multi-Generational trips, please select the 3 activities your family enjoyed the most.
When asked the top 3 activities enjoyed most while on a multi-generational trip,travelers rank:
1. Spending family time together
2. Dining out
3. Relaxing by the pool
Base: Travelers (n=835)
14%
17%
18%
33%
41%
49%
72%
0% 20% 40% 60% 80% 100%
Outdoor/Nature Activities
Cooking
Theme/Amusement Park
Sightseeing
Relaxing by the pool/beach
Dining out
Spending time together as a family
Most Enjoyed Activities onMulti-Generational Trips
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Good Ideas for Multi-Gen Travel
28
Q25b_1/25b_2: Based on your most recent experience, which of the following are good ideas for [adults/grandparents] on a Multi-Generational Trip?
• Approximately half of all parents and grandparents who have taken a multi-generational trip recommend speaking up about the types of activities to do whiletraveling, and where to go. In addition, they think it is a good idea to take the kids,only, out for a special activity.
– Grandparents feel more compelled to pay for a group outing than do other adults on the trip.
Base: Adult (n=351), Grandparents (n=349)
53% 52%
40%
22%
4%
56%64%
33%
54%
4%
0%
20%
40%
60%
80%
100%
Share suggestions forplaces to go/things to
do
Take kids out for aspecial activity
Alone Time Pay for a group outing Other
Adults Grandparents
Good Ideas forAdults and Grandparents
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Trip Benefits
29
Q22a: Please review the list of possible Multi-Generational travel benefits below, then rank order them according to how well they describe the benefits you received from your most recent Multi-Generational Trip.
• As might be expected, the biggest benefit of a multi-generational trip is bringing thefamily together and building fond memories.
Base: Travelers (n=835)
Brought the entire family
together (83%)
Top Benefits
Helped us build fond
memories (69%)
Grandparents were able
to spend time with the
grandkids (50%)1%
9%
12%
29%
36%
0% 20% 40%
Other
Adult relatives spent timewith each other (no kids)
Economical/shared costs
Adult relatives spent timewith younger generation
Quality one-on-one time withfamily/spouse
Other Benefits
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Trip Challenges
30
Q22b: Please review the list of possible Multi-Generational travel challenges below, then rank order them according to how well they describe the challenges you experienced from your most recentMulti-Generational Trip.
• According to multi-generational travelers, the toughest part of the trip is planningactivities and choosing a destination that will appeal to all.
Base: Travelers (n=835)
3%
7%
13%
16%
17%
0% 20% 40%
Other
Deciding who would pay/howexpenses would be allocated
Ensuring any specialmedical/travel needs are
taken care of
Making sure everyone isgetting along
Getting some down timeduring the trip
Other Challenges
Planning activities so
everyone is having a
good time (54%)
Identifying a destination
that is appealing to all
(46%)
Top Challenges
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Trip Limitations
31
Q23a: What, if anything, got in the way of having fun during your most recent Multi-Generational Trip?Q23c: What might you do differently on the next Multi-Generational Trip to make it the best it could be?
• When it comes to having a good time while on their trip, over half of all travelerssaid “nothing” got in their way.
– Among those who identified some barriers to having a fun time, the physical limitations of some familymembers is cited most often.
Base: Travelers (n=835)
21%
13%10% 9% 8% 7% 6% 5% 4% 5%
52%
0%
20%
40%
60%
Physicallimitations
Differentinterests
Technology Kids onphones
Familydynamic
Age rangeof familymembers
Peopleworking
Adults onphones
Child(ren)'snap time
Other Nothing
Barriers to Having Multi-GenerationalTravel Fun
“I would make sureeveryone gets to do
something they want”
“Throw adult’s cellphones in the
lake.”
“Better planning forolder family
members needs.”
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Satisfaction
• Multi-generational trips arehugely satisfying!
32
Q21a: When it was all said and done, how satisfied were you with your most recent Multi-Generational Trip?Q21b: What did you enjoy most about your Multi-Generational Trip?Q21c: What did you enjoy the least about your Multi-Generational Trip, if anything?
Base: Travelers (n=835)
Enjoyed Most
Enjoyed Least
“Spending time with thefamily and seeing the
old generation enjoy theyoung generation and
vice versa.”
“Spending time togetherand having fun withoutthe worries of day-to-
day.”
“Being with family,relaxing, enjoying water,
dining out.”
“Hanging out at a pubwhere everyone wasentertained, playing
pool, poker and listeningto music.”
“The travel to and from.” “Too many activities.”
“Keeping everyonehappy.”
“The cost.”
98%very/somewhat
satisfied with mostrecent multi-
generational trip
98%very/somewhat
satisfied with mostrecent multi-
generational trip
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85%
7% 8%
0%
20%
40%
60%
80%
100%
Very/ SomewhatLikely
Neither Very/ SomewhatUnlikely
Future Multi-Generational Travel
• Among those who recently took a multi-generational trip, most are likely to plan anothergetaway within the year.
• Among those who did not choose a nostalgic destination on their most recent trip, one-third arelikely to visit such a place in the future with their family; a more popular disposition for thoseunder 60 vs. over 60 years of age.
33
Q24: How likely would you be to take another Multi-Generational Trip in the next 12 months(January 2015 – December 2015)?
Q25: Why are you [Q24 response] to take another Multi-Generational Trip in the next 12 months?
Base: Travelers (n=835)
Likelihood to Pick a NostalgicDestination for Next Trip
“I'm addicted tothis type of fun”
Likelihood to Take Another Multi-Generational Trip
Base: Travelers Who Did Not Choose Nostalgic Destination (n=526)
35%28%
37%
0%
20%
40%
60%
80%
100%
Very/ SomewhatLikely
Neither Very/ SomewhatUnlikely
Q14d: In the future, how likely are you to take a Multi-Generational Trip to a destinationyou went to as a child so that the younger generations can experience a similarchildhood memory?
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KEY FINDINGS:BARRIERS
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Barriers – Planning a Trip
Q43: What, if anything, had/has stopped you from taking a Multi-Generational Trip? Base: Travelers/Dreamers Planning Trip (n=1054)Q44: What has stopped you from making the idea of a Multi-Generational Trip a reality? Base: Dreamers Not Yet Planning (n=162)
• The biggest obstacle in planning a multi-generational trip is finding a date thatworks for everyone, followed by cost and feeling overwhelmed while trying tocoordinate the trip.
29%
6%
3%
9%
16%
17%
18%
20%
20%
38%
0% 20% 40%
Nothing specific
Other
Not sure where to start
Family dynamic not right
Health issues
Agreeing on a destination
Finding time to make a priority
Overwhelming to coordinate
Worried about costs
Agreeing on a date
Reasons for Not Taking/Planning a Trip
35
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Barriers – Non-Travelers
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S13: In your opinion, what has been difficult or has stopped you from planning a Multi-Generational Trip?
Base: Non-Travelers (n=1537)
20%
7%
4%
6%
8%
15%
16%
18%
19%
19%
24%
30%
0% 20% 40%
Not applicable
Other
Don't have time
Too much effort
Can't find a destination everyone would enjoy
Too many people to coordinate
No desire to take such a trip
Different travel preferences within family
Cost
Different budgets within family
Family dynamic not ideal
Coordinating schedules
What Has Prevented Planning a Trip
• Among those not interested in a multi-generational trip, their family dynamic,including budgets, interests, and a desire to be together, is distinctly different thanit is for those who have or will be taking such a trip.
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APPENDIX
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Satisfaction - Travelers
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Q21b: What did you enjoy most about your Multi-Generational Trip?Q21c: What did you enjoy the least about your Multi-Generational Trip, if anything?
• Coded Open-Ended Questions
Base: Travelers (n=835)
Enjoyed Most
Total
Family Time 77%
Enjoyment (such as relaxing, havingfun)
13%
Activities (such as dining out,sightseeing)
12%
The Location 7%
Celebrating an Occasion 4%
Other 5%
Enjoyed Least
Total
Travel Logistics 21%
Duration of Trip (too short or toolong)
10%
Price 8%
People on the Trip/Family Issues 8%
Activities 6%
Weather 4%
Leaving 4%
Location 4%
Other 10%
Nothing 24%
AARP Research | aarp.org/research | Copyright 2015 AARP, All Rights Reserved
Methodology
• A 10-minute online survey was conducted amongmales and females, age 45-plus, who have takenat least one trip 50 miles or more away from home,with a two-night stay, in the past two years.
• Respondents were further identified as havingtaken a multi-generational trip in the past twoyears, or intend to take one in the next year.
• The survey was in field from January 26 –February 4, 2015.
• A total on n=1,221 surveys were completed; finalcounts are detailed in the table to the right.
• Final data has been weighted to U.S. Census foranalysis.
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Research Team
40
This research was designed and executed byAARP Research, 50+ Research Department.
and
In partnership with:
AARP Research, 50+ Research
Allison Kulwicki, Research Advisor [email protected]
Patty David, Sr Research Advisor/Team Lead [email protected]
Teresa Keenan, Director [email protected]
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