Born in this Decade, They’ll Have an Impact on Family Travel Decisions: Just out is Expedia’s latest collection in its digital library of cutting-edge studies, “Generation Alpha & Family Travel Trends: How the World’s Youngest Generation is Influencing Family Travel.” In the field and completed this month, the 40-page report is right with a series of eye-popping revelations based on a survey of more than 9,300 people in nine nations that comprise the largest international tourism source markets on earth: Australia, Brazil, Canada, China, Germany, Japan, Mexico, the UK and the USA. The survey was conducted by Northstar Research Partners.
Dubbing this demo of nine-year-olds and under as the Alphas, Expedia declares that this new generation, children of the much-studied Millennials, to be the first generation born entirely within the 21st century.
We have selected highlights from Generation Alpha & Family Travel Trends, digesting them so that it makes for a quicker and lighter read. (For info on how to get a complete copy of the report, read through to the end of this article.)
—Alphas are “Digital Natives,” growing up with Instagram and the iPad (which both also debuted in 2010), this generation are already tech power-users.
—Alphas will reach nearly 2 billion in number by the time the last of this generation is born in 2025, with 2.5 million born around the world every week.
—The cultural and economic impact of and Gen Z are expected to be equal to that of their parents or older siblings, the Millennials.
—Alphas represent great potential as they are expected to be the most formally-educated, longest-living and wealthiest generation.
What’s important in a family vacation, or nothing tops an entertained and happy family when traveling. Question to those surveyed: “Please select to what extent you agree with the following statements when planning a vacation with your family that includes children coming along. (Please select one for each statement)”
Family fun for all, kid-friendly entertainment & safety drive family travel decisions.
Question to those surveyed: “Please select to what extent you agree with the following statements when planning a vacation with your family that includes children coming along. (Please select one for each statement)”
Entertainment when traveling also includes device time for generation Alphas
Question to those surveyed: “And now thinking about when you’re on a family trip, do you allow your children/grandchildren under age 10 to engage in any of the following online or device-based activities? Please select all that apply.”
Notes on Methodology. Data Collection Method: quantitative online survey conducted by Northstar Research Partners in the following countries: Australia, Brazil, Canada, China, Germany, Japan, Mexico, the UK and US. Sample Size: 9,357 total (more than 1,000 in each of the nine countries). QualifyingCriteria: Those surveyed must have child or grandchild born in 2010 or later (age 9 or younger) and must have booked travel online for leisure in the past year. Field Work: April 11-May 7, 2019.
To secure your own copy of the study, click here.
(INBOUND is a service of Connect Travel, which will be at booth 2235 at IPW in Anaheim. Stop by and pay us a visit!)