The 2025 Family Travel Association Survey Reveals Opportunities for Travel Advisors

Most Americans (92%) say they plan to travel with their children or grandchildren in the next year — the highest intent level since the pandemic — according to a new study from The Family Travel Association (FTA), Good Housekeeping and the NYU School of Professional Studies (NYU SPS) Jonathan M. Tisch Center of Hospitality.

The 2025 U.S. Family Travel Survey of nearly 1,600 parents and grandparents reveals how family travel preferences are evolving as this market segment continues its post-pandemic growth.

The Role of Kids in Family Travel

In terms of family travel, a “kidfluencer” is not one of those cute tweens dancing on TikTok —though they could be a factor. Instead, the term refers to involving kids in the travel planning process.

In the “olden days,” parents or grandparents gathered the family and announced their next vacation destination, but according to FTA, those days are (mostly) gone. Today, kids have computers in their pockets, providing access to information about destinations and experiences around the world through the internet, social media and streaming platforms.

The result is that younger family members — particularly those ages 7-18 — have strong opinions about where their family vacations, a dynamic known as “kidfluence.”

“The planning experience is evolving rapidly, driven by the next generation’s input and the digital tools available,” said Anna Abelson, adjunct instructor at the NYU SPS Jonathan M. Tisch Center of Hospitality and co-author of the survey. “Our survey confirms an important shift in family dynamics toward ‘kidfluence,’ with children now serving as true ‘co-pilots’ in trip planning.”

Our survey confirms an important shift in family dynamics toward ‘kidfluence,’ with children now serving as true ‘co-pilots’ in trip planning.

Many parents responded that their kids actively participate in their family’s vacation planning; however, the survey also highlights the benefits of kidfluence, with 61% noting that involving younger family members in the planning process positively impacts their happiness and engagement during the trip, something every parent hopes for — particularly when traveling with hard-to-please tweens and teens.

RELATED: Here’s Why Visitors Are Staying Longer at Universal Orlando Resort — And All the Things They Can Do There

The significance of kidfluence could also impact the types of trips families choose, as 
the survey lists beach vacations, theme parks and water parks among the top family travel destinations.

Family Travel Challenges

The average family spent approximately $8,000 on travel in 2024. The survey confirms that 81% of families plan to maintain — or even increase — their spending for domestic travel this year. However, 73% of respondents also noted that affordability remains a challenge.

“While the emotional desire to travel is strong, the economic reality creates a major obstacle,” Abelson said.

Rather than foregoing travel due to cost, about 50% of families said they seek money-saving solutions such as booking lodging with a kitchen to save on dining or limiting the number of paid attractions in a destination. In addition to using travel websites and social media for research, 55% of the parents surveyed said they use digital tools to find deals and 47% report using technology to manage their travel budget.

The FTA also reports that families with special-needs children travel more frequently and spend more than average. Yet, inclusivity remains a significant challenge, with families citing concerns about safety, training and accessibility.

RELATED: Visit California Debuts Accessibility Hub for Travelers With Disabilities

“The industry is failing a key demographic,” Abelson said. “This means the travel industry must shift its focus from simply selling a trip to providing smarter, more accessible value for all families, particularly those with children with special needs. This value can take many forms … [including] finally addressing the critical need for greater inclusivity and support through better staff training, more sensory-friendly options and accessible facilities.”

Families can rely on advisors to help them sidestep some travel challenges and be properly prepared for those they can’t avoid, ensuring fewer unwelcome surprises that can spoil a family vacation.

The Value of Advisors

Many families don’t realize the value of working with a travel professional, which is reflected in the fact that only 19% of parents surveyed by FTA booked a family trip with an advisor in the past three years. The good news is that 61% said they would consider using advisors in the future, citing the availability of reliable help if something goes wrong during their trip and access to preferred partner perks they can’t take advantage of on their own.

While some parents may still be warming up to the idea of booking their family’s vacations through advisors, many grandparents already know the benefits of working with a travel professional. Therefore, another statistic that gives advisors a reason to be optimistic is that multigenerational trips continue to be a significant trend. In fact, 71% of the grandparents surveyed have already traveled with their children and grandchildren, and 57% plan to take a multigenerational trip in the future.

RELATED: What Do Multigenerational Families Want on Vacation?

“Grandparents speak to the positive impact of travel on family dynamics, reporting that family travel is a great way for them to bond with their grandchildren,” said Peter Bopp, research advisor for the FTA and co-author of the survey. “Grandparents also note that family travel helps their grandchildren become more adventurous, become more flexible and adaptable and become more engaged learners.”

Parents and grandparents know the value of seeing the world with their children and grandchildren and will continue to do so. Still, the very real concerns among families about cost and accessibility mean that advisors will be more important than ever to help families make travel decisions that result in successful vacations.