BANGKOK — Expedia.co.th, released the results of the 2017 'Importance of Family Travel' Study at a press event in Bangkok. The study commissioned by the Expedia group, the world's largest full-service travel site, and conducted by NorthStar, a global strategic research firm in May 2017 examining more than 17, 000 respondents across 28 countries on the joys and perils of family travel.
Expedia's Family Travel Study in Thailand consisted of 300 parents, 200 teens and 100 non-parents.
"Family travellers tell us all too often that travelling with your children involves more mystery and mayhem than magic," said Expedia General Manager of Southeast Asia and India, Simon Fiquet.
Family Vacation Frequency and "High level" Attitudes
Almost everyone in the countries surveyed goes on vacation at least once a year with their family, but in some countries, most teens and their parents go twice a year, or even more. Non-parents tend to only go once a year. Regional differences are striking, with those in Asia, Southern Europe, and Mexico, the most likely to prioritize getting away with their family as often as they can.
Teens across the world go on family vacations quite frequently, with many Asian countries reporting large majorities of teens who go on family vacation twice a year or more.
Parents are also quite likely to travel twice a year or more on family vacation, led by Asian parents.
Siblings are brought closer during family vacations
Family vacations are clearly a strong force to bring siblings together, with large majorities of teens in all countries who have siblings agreeing that it brings them closer. Asian teens are much more likely to say family vacations bring them close to their siblings with all eight countries near or well above 90 percent, led by four countries with an astounding level of agreement (98 percent): South Korea, Taiwan, Thailand and Hong Kong.
Family Fun Time for Teens
To measure relative interest in family vacations or holidays, we asked teens to describe what they did on these trips, and what they've done at school recently. In all countries, teens had more to say about what they did on family vacations, but in some, the difference was much larger than in others.
Family Vacation Memories
Family vacations play a very big role in creating people's favorite memories. Most travellers say that most of their favorite memories occurred during a family vacation. Teens tend to be the most enthusiastic about family vacation memories, followed by parents and non-parents. Most teens in nearly all countries say that a majority (more than 50 percent) of their favorite memories occurred on family vacations, with two exceptions:
Most parents in nearly all countries say that most of their best memories occurred on family vacations, but levels of agreement vary widely. Among the parents, European travellers are much more divided about the statement that most of their favorite memories occurred during a family vacation, with fewer than half of parents in the following countries agreeing: Norway (46 percent), Ireland (45 percent), Sweden (44 percent%) and United Kingdom (43 percent).
Parents in Asia were much more likely to agree that a majority of their favorite memories occurred on family vacations, led by parents in Thailand (82 percent), Malaysia (81 percent), South Korea (74 percent) and Taiwan (69 percent).
Non-parents took a similar view to parents, with most agreeing that their favorite memories had occurred on family vacations. The countries where the largest number agree that most of their favorite memories occurred on family vacations include: Thailand (74 percent), Brazil (70 percent) and Mexico (64 percent).
Bending the Rules during Family Vacation
In most countries, about half of parents say they let some of the rules and chores go when on family vacation with their children.
Some parents, but certainly not all, choose to let their children stay up late on vacation.
"It is interesting to note that Thai travellers are still very family-centric when it comes to family vacations. It brings out a sense of togetherness as a unique trait among the Thai's. At Expedia, we are focused on bringing the best choices and savings, to help people go places," said Fiquet.
Speaking at the press event, Cindy Sirinya-Bishop, Thai supermodel, actress, host of Asia's Next Top Model and mother of two shared, "Planning a family holiday can be very exciting but exhausting when you have a young family. You have to factor in the convenience of looking for child-friendly locations, distance and flight options, while worrying about packing, planning an itinerary and dealing with house hold arrangements. Having to balance my work schedule, lifestyle and being a better mom which I thoroughly love, I appreciate brands like Expedia who has made all things possible, in bringing the multitude of travel options to suit my needs. When you look at Thai nationals, we have always been courteous and value our family time and I wouldn't trade it for anything else in the world."