Family travel growing in significance and scale

(Originally published in TOURISM)

US family travel continues to be on an upward trend, according to research carried out in the last two years by various companies, including Y Partnership (formerly Yesawich Pepperdine Brown & Russell) and American Express. According to a Y Partnership study, family travel represents one way to bring back to families a sense of cohesion in a "contemporary world that is increasingly dominated by the demands of work."

As to the type of vacation families are looking for, a 2006 poll conducted by American Express showed that agents are increasingly booking outdoor, active, adventure family vacations. Norman Howe of Canadian boutique travel company Horizon & Co. notes that it's landscapes, natural wonders and wildlife ("especially whales") that give Canada a competitive edge. "The trips we run with World Wildlife Fund-Canada are popular because they combine social responsibility, extraordinary wildlife, stunning landscapes and family fun," says Howe. "The conservation workers whom we meet are inspirational, and there is something uniquely powerful about sharing Canada's natural wonders with your children and seeing it all through their eyes."

Canada's timeless image as a safe haven also adds to its family appeal. "The notion of Canada as an easy and safe destination is also important in the psychology of family travel," explains Howe. 'Safe' may seem boring for some kinds of travel, but for family travel it's essential."

Comments