The latest survey data on vacation preferences is a bit surprising. It’s been uncovered that a lot of families are no longer just interested in typical beach getaways, and are actively seeking out more adventurous holidays throughout the year. It appears that parents and kids alike are more interested in exploring new areas of the world, partaking in exciting trips, and even integrating educational aspects into their holidays.
A recent study conducted by the prominent Travel Association – Abta, reveals that quite a number of families, despite the paddling stresses of the daily grind, are willing to indulge in the thrills of adventurous trips along with their children. One might question the wisdom of plunging headlong into adventures when the idea should be to unwind. Yet, the research validates that for many, the prospect of adventure intertwined with under-the-radar education appears more appealing than mundane sun and sand holidays.
The essence of this changing perspective towards holidays is intriguing. A survey of 2,000 UK adults and their vacation favorites over a span of 12 months starting July 2023, reveals an interesting trend. Families with children over five have taken about 5.32 trips within this time. While this may bring to mind images of sandcastles and lazy beach days, the fact is quite contrary. About one in every five families have opted for an adventure trip.
The renowned travel franchise, Kuoni seconds this trend by citing a surge in demand for exploratory journeys around the globe. Further, as schools lean more towards an extended two-week fall break, families are quite tempted to plan longer trips to distant destinations, which offer a promise of an adventurous journey and a break from the typical weather back home. From blending an adventurous wildlife expedition with a laid-back beach vacation in Kenya to thrilling island hopping combined with the excitement of an elephant bush camp in Thailand, there’s a myriad of options to choose from. Even visits to historically rich cities like Athens or Istanbul, topped up with a beach extension, are becoming popular ‘education by stealth’ trips.
For the fortunate few who can afford multiple trips a year, they indulge in a blend of short-haul travels which offer enriching experiences. In Marrakesh, Morocco for instance, parents opt to combine surfing in Essaouira with an exciting jog to the Atlas mountains. Or, planning a Leonardo da Vinci treasure hunt and gladiator lessons in Rome. These families also plan longer holidays to relatively lesser-known and remote destinations.
In addition, it was also observed that a good number of bookings are being made with tour operators and travel specialists — about 38% of them. These professionals not only offer expert advice on the where and when of travel, but also provide reassurances of safety. Booking with professionals is becoming increasingly popular.
Indeed, family booking has hit a new high in recent times. As one travel expert notes, family-holiday bookings have never been busier. The trend indicates that parents are vying for the best prices and availability, even booking as early as September for the following summer.
In conclusion, the primary outlook toward vacations has significantly evolved. The focus now rests on blending adventure and learning with family bonding times. Irrespective of the destination or activity, be it a Frederick Willerup 4X4 rooftop tent camping on Dartmoor or hiking trips from village to village in the Alps or even something as exciting as beating the record time for the Droitwich Ring canal boating route, adopting an adventurous attitude seems to be the new holiday trend. The fact that such adventure trips are a budget-friendly option and leave a smaller environmental footprint is, of course, an added advantage. What’s more, most families will take multiple trips a year to satisfy their newfound adventurous and global appetite.
