Sydney - Virtuoso, the global network specialising in luxury and experiential travel, has revealed a surprising new trend in Australian family travel for 2017 with results from its global survey of advisors showing a strong trend towards mother/daughter and father/son getaways.
Generation Z, consisting of young people born late in the 1990s to 2010s, are also proving to be a force to be reckoned with, holding considerable sway over their families' travel decisions according to 88 percent of Virtuoso advisors polled. By 2020, this generation will account for 40 percent of all consumers with disposable income to travel (source: Digital Tourism Think Tank)
"As a society we are moving out of the commodity economy of more 'stuff' and into an experiential one where our desire for experiences out-rates the things we might buy," Virtuoso APAC Managing Director, Michael Londregan said.
"This is being reflected in the decisions we make about what we do together. When we ask 'what can we give mum or dad as a gift?' we are thinking less about a new 'thing' and more about personal experiences such as a weekend escape or a pamper experience.
"People are looking less at what they would like to give someone and more at what they would like to experience with someone.
"These are the trends we are seeing in the travel business with advisors being asked to curate experiences, and this is often a holiday that incorporates the particular interests of all family members rather than the traditional fly-and-flop holiday.
Mr Londregan said this is an important time for the bespoke travel agents as they move away from selling packages and towards listening to the client's brief.
"Clients are now letting us know what they want to feel, which could be that they are wanting to recover or discover, some want to connect, some want to disconnect and for some they just feel the need to heal.
"It's about realising the most valuable asset in life is your time and working out how to invest quality time together with the people you love.
"50 years ago when we wanted to teach our children about something we got them a subscription to an encyclopedia but now we can give them a direct authentic experience - instead of giving them an encyclopedia, we are giving them the world."
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