The newly released 2025 U.S. Family Travel Survey, produced by the Family Travel Association in partnership with the NYU SPS Jonathan M. Tisch Centre of Hospitality, provides one of the most comprehensive snapshots of the family travel market today.
Now in its 10th anniversary edition, the study surveyed 1,596 U.S.-based parents and grandparents, offering insight into travel intent, spending behaviour, booking patterns, multi-generational travel, technology usage, and the growing influence of children in trip planning.
While this research reflects the U.S. market specifically, many of the trends closely mirror what we’re seeing across Australia, the U.K., and other mature family travel markets. Here are the standout takeaways for travel advisors, destinations, and suppliers.
Travel intent is strong, but affordability is reshaping behaviour
92% of parents say they are likely or very likely to travel with their children in the next 12 months, a clear sign of resilience in the family segment. However, cost pressures are significantly influencing decisions:
- 73% cite affordability as their biggest challenge
- 50% are choosing accommodation with kitchens
- 46% are limiting paid attractions
- 45% are actively avoiding extra airline and hotel fees
This suggests that families are not cancelling travel, but they are adapting it to make their budget work. Transparency and perceived value are no longer optional. Hidden fees and unclear pricing will directly impact booking decisions.
Family travel spending remains robust
In 2024, the average U.S. family spent approximately $8,052 on travel, representing a 20% increase from the previous year.
Looking ahead:
- 39% plan to spend more on domestic travel
- 33% plan to spend more internationally
Even amid economic uncertainty, families continue to prioritise experiences. 58% of parents report prioritising travel over material possessions. For brands and advisors, this reinforces that family travel is an emotional purchase category and not purely transactional.
A clear opportunity for travel advisors
Only 19% of parents have used a travel advisor in the past three years, yet 61% say they would consider using one in the next two years. This gap signals significant growth potential. Parents say they value:
- In-depth destination knowledge (60%)
- Access to better rates (58%)
- Exclusive amenities (47%)
- Support if something goes wrong (45%)
The opportunity lies not in convincing families that advisors are useful – they already believe that – but in demonstrating accessibility, clarity, and expertise in family-specific travel planning.
Multi-generational travel is no longer niche
Demand for larger group travel continues to grow:
- 57% of parents are planning multi-generational trips
- 71% of grandparents have taken one in the past three years
- 48% are travelling with extended family
- Skip-generational travel remains steady at 11%
Grandparents are also financially influential:
- 37% fully fund multi-generational trips
- 84% pay for skip-generational travel
For suppliers, this highlights the importance of flexible room configurations, connected or family suites, cruise and all-inclusive offerings and group-friendly booking processes.
“Kidfluence” is now a strategic driver
One of the most interesting additions to the 2025 survey is its exploration of children’s influence in travel planning. Among children aged 7-18 years:
- 74% love to travel
- 43% have moderate involvement in planning
- 22% have significant influence
- 48% influence activity choices
- 28% influence destination choice
Children are discovering travel inspiration through:
- Friends (54%)
- Social media (53%)
- TV and movies (52%)
Parents report that involving children improves engagement (61%) and adaptability (84%).
For destinations and brands, the notion that children are co-pilots reinforces the importance of visual, shareable content, age-specific programming, experience-led marketing and memorable “wow factor” moments.
Technology usage is high
Parents rely heavily on:
- Search engines (81%)
- Review sites such as Tripadvisor (77%)
- Direct merchant websites (74%)
AI usage currently sits at 27%, reflecting that mainstream reliance isn’t there yet. Grandparents are more cautious, preferring official websites and trusted review platforms, and showing lower engagement with AI tools.
For industry stakeholders, this suggests that credibility and trust remain critical, particularly when targeting multi-generational decision-makers.
Families with special needs: A clear industry gap
13.49% of respondents identified as families with special needs children. These families travel more frequently, spend more per trip and are more likely to use a travel advisor (43%). Yet, they graded the industry only C- for inclusitivity, with the top requested improvements being:
- Better staff training
- More sensory-friendly options
- Truly accessible facilities
This represents both an urgent responsibility and a significant opportunity for brands that genuinely commit to inclusive travel.
Final industry insight
The 2025 U.S. Family Travel Survey confirms several clear themes:
- Family travel is resilient
- Multi-generational travel is expanding
- Children have meaningful influence
- Grandparents hold financial power
- Affordability and transparency matter deeply
- Travel advisors remain underutilised but highly valued.
While this data is U.S.-based, the broader behavioural patterns align strongly with trends observed across other developed family travel markets. For those operating in the family travel space, the message is clear that families are travelling, but they are travelling smarter, more collaboratively, and with greater expectations than ever before.
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