Family Travel Survey

Meredith Corporation is a leading media and marketing company serving American women, and is behind well-known brands like Better Homes and Gardens, Ladies’ Home Journal and Family Circle. The company recently collaborated with Ypartnership to conduct a national survey of “family travelers” — U.S. leisure travelers that took at least one vacation that included children.

brief piece in Adweek says that the survey found that “just 9 percent reported making a travel decision ‘based primarily on research or feedback received on a social-networking Web site.'”

Additional notes of interest to Hawaii geeks:

Where would family travelers like to travel?

Domestically, family travelers are most interested in vacationing in Florida (53%), California (50%), Hawaii (44%), New York (31%), and Washington D.C. (28%). More specifically, they are interested in visiting the Hawaiian Neighbor Islands (73%) and national parks (71%) during the next two years, followed by Honolulu (69%) and Orlando (59%).

What sources of information do family travelers use to plan vacations?

Almost all (99%) family travelers have access to the Internet at home, and nine out of ten (89%) used the Internet to obtain information about a travel service supplier last year. The same proportion (87%) used the Internet to make a reservation. Among those who have used the Internet to obtain travel information for one or more leisure trips during the past 12 months, fully one out of four (23%) visited a blog to obtain information about a destination or travel service supplier, of which half (53%) visited TripAdvisor and one third (32%) visited YouTube. Among those who maintain a profile on social networking site, fully 90% now have a personal page posted on Facebook.

When planning vacations, family travelers have the greatest confidence in the information and/or referrals they receive from a friend or family member (82%), travel guidebooks (57%), online travel agencies (57%) and reviews read on advisory sites like TripAdvisor (55%).

About Ryan Ozawa

Ryan Kawailani Ozawa has immersed himself in new technologies and online communities since the days before the web. From running a dial-up BBS in the early '90s to exploring today’s dynamic world of "Web 2.0" and social media, he has long embraced and evangelized the ways in which technology can bring people together.