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Kids as Young As Five Take On Role as Family Travel Agent

August 20, 2016 Statistics & Trends No Comments Email Email

With an end to winter in sight, many Australian families are turning their attention to booking an end of year getaway. Independent research[1] commissioned by the Singapore Tourism Board highlights the increasing role children are playing in organising family holidays, with over half of Australian households allowing their children to have a say in choosing the travel destination (52%).

Bella Tipping of Kidzcationz on holiday in Singapore with her family_Enjoying a local cooking class

Bella Tipping of Kidzcationz holidays in Singapore with her family

Not surprisingly, the ‘Australian Holiday Memories Report’ has highlighted that as children grow up, parents’ willingness to hand over the reigns of destination planning increases. Whilst half of parents with children aged5-11 years (52%) ask their children for destination input, this increases to over two-thirds for parents with 12-17 year old children (71%). Interestingly, a third of parents of under five year olds (34%) also ask their children for input before booking their country or city of choice.

This growing trend inspired thirteen year old Bella Tipping to launch Kidzcationz.com, a travel website that allows her friends as well as other teens and parents, to review and rate destinations, hotels, restaurants and attractions.

Bella Tipping from Kidzcationz.com said: “I’m not surprised that more Aussie parents are asking their children to choose their holiday destination. Thanks to social media and the internet, Aussie teens are proactively looking for destinations that are fun, allow for a different cultural experience to home and awesome bragging rights.

“Singapore is a destination that’s regularly requested by my friends on Kidzcationz and having recently returned, I can confidently say that it didn’t disappoint. Everything is easily accessible and whether you want to hang out on a beach, a hit of adrenaline with theme park rides or water sports, exploring cultural parts of the city like Chinatown or sampling the delicious food – you can do it all in Singapore.”

Other findings from the Australian Holiday Memories Report:

  • The most influential factors in parents’ choice of holiday destination is whether it offers kids and adults things to do together (71%), followed by safety (69%) and then value (66%)[2].
  • Gen X parents[3](75%) are the most sentimental group seeking out shared experiences for the whole family, compared to Gen Y (66%) or Baby Boomers (59%).
  • Once the destination is confirmed, Australian parents tend to forgo the standard kids clubs, and instead seek outimmersive, bonding experiences that enable them to spend quality time together (67%).
  • Relaxation timeis perceived as the second most valued activity (59%), trumping iconic attractions (57%), good food (54%) and new experiences (50%).

Sharon Lam, Area Director Oceania, Singapore Tourism Board commented: “We welcome Aussie families to discover our culturally rich heritage and diverse range of family-friendly activities. Not only will kids be entertained with endless fun, but parents can truly relax knowing our tropical island is easy to get around, and is the perfect destination to create unforgettable family memories together.”

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