AARP Travel Research: Multi-Generational Travel...Title AARP Travel Research: Multi-Generational...

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AARP Travel Research:Multi-GenerationalTravel

February 2015

Contact Allison Kulwicki, [email protected], for more informationhttps://doi.org/10.26419/res.00101.001


Table of Contents

2

Multi Generational Travel

Objectives 3Executive Summary 4 - 6Sizing the Audience 7 - 12Key Findings 13 - 36Appendix 37 - 40

MethodologyAARP Research Center Team


Objectives

• To gain an understanding of multi-generational travel,specifically:

– What are the motivators/triggers for taking such trips

– What are the popular multi-gen travel destinations, and whatis the typical duration of a trip

– What type of activities do families participate in while ontravel

• To uncover the pain points and/or barriers to multi-generational travel

3


Executive SummaryWhat is Multi-Generational Travel?

4

• Although two-thirds of the 45-plus traveler audience have not heard the term “multi-generational travel” before, almost all agree with AARP’s definition of it.

• Approximately half of the 45-plus travel audience have either taken (37%) or intend totake such a trip in the next year (16%). Those who have yet to take such a trip appear tohave family dynamics that may not lend themselves to embarking on such a trip.

• A multi-generational trip is seen primarily as a domestic adventure, taken either by car orby air.

• There is indication that some respondents may view holiday gatherings and visiting familyas multi-generational travel, which based on AARP’s definition, may or may not trulyqualify.


Executive Summary

5

Multi-Generational Travel Details

• When on a multi-generational trip, most of the 45-plus travel audience is either the “parent” or the“grandparent” on the trip.

• A multi-generational trip is not typically inspired by a special event, but rather by a desire to spendquality time together as a family.

• More often than not, it appears that one person takes responsibility for organizing the trip andmanaging the major trip elements, such as selecting the flights and making the accommodationreservations.

– That said, although grandparents on multi-generational trips are more likely than others tocover some of the expenses, typically each family pays for their own expenses on the trip.

• The majority (80%) of travelers opt for a domestic trip to a city or a beach location, whereas thoseventuring abroad seek a sunny destination, either on a beach or cruise.

• Regardless of the multi-generational trip location, dining out is the primary activity that engagesthe whole group.

• And although selecting a destination and planning all of the trip activities can be a challenge, itappears to be worth it - 98% of multi-generational travelers were satisfied with their most recentmulti-generational experience.


Executive Summary

6

Multi-Generational Travel Barriers

• The biggest obstacle to planning a multi-generational trip is deciding on a travel date.

– But there are also other concerns around cost, destinations, and coordinating it all

• Therefore, it is not surprising respondents would be most encouraged to take a multi-generational trip if they knew how to find good and affordable destinations for their family.


SIZING THE AUDIENCE

7


Definition of “Multi-Generational Trip”

• AARP definition:

The definition is presented to respondents at S11 and again at Q3 in the survey.

A multi-generational trip is defined as afamily trip that includes three generations ormore, such as kids, parents, aunts/uncles,

grandparents, etc. all traveling to onedestination to vacation together.

8


Phrase Recall & Comprehension

• “Multi-generational trip” is not a novel phrase toconsumers, as one-third have heard it in the past.

– Nine out of ten respondents agree with AARP’sdefinition of it. 33%

67%

0%

20%

40%

60%

80%

Yes No

Base: Total Respondents (n=1,221)Q1: Have you ever heard of the phrase “A Multi-Generational Trip” before today?

Q3: How much do you agree or disagree with this definition of a Multi-Generational Trip?Q2: What three words come to mind when you hear “Multi-Generational Trip?”

Q2b: Which family members, specifically, would you include in your definition of a “Multi-Generational Trip?”

Heard of Multi-GenerationalTravel

• When asked what family members, they would include in theirdefinition of multi-generational travel, respondents said…

Children

Parents

Grandparents

Siblings

Cousins

Aunts / Uncles

9

• The three words that come to mind when thinking about multi-generational trips tend to be more aboutthe who (family) than the what (memories, reunion).


Multi-Generational Travel Audience

S11: Which of the following types of trips have you taken in the past two years? Base: Screener, 45+Travelers (n=3,260)S12: How likely are you to take a Multi-Generational trip in the next 12 months (January 2015 – January 2016?. Base: Screener, 45+Travelers (n=3,260)Q24: How likely would you be to take another Multi-Generational Trip in the next 12 months? Base: Multi-Gen Travelers (n=835)

45-plus Traveler(n=3,260)

Multi-Gen Traveler37%

• Among the 45-plus travel audience, a multi-generational trip appears to besomewhat popular, with almost 50% likely to take one in the next year.

Non Multi-Gen Traveler47%

10

Multi-Gen Dreamer16%

Will Travel Next 12 Mo.85%

Will Travel Next 12 Mo.100%

Net Opportunity

31% 16%+ = 47%


Audience Profiles

11

• From a demographic standpoint,those who have engaged in multi-generational travel do not lookdistinctly different than those whohave not.

• Travelers and Dreamers skew slightlyyounger than those not interested inmulti-generational travel.

Base: Screener, 45+Travelers (n=3,260)*Base: Total Respondents, weighted (n=1,221)

45-plus Travel Audience

Multi-GenTraveler

Multi-GenDreamer

NonMulti-GenTraveler

Base: 1187 530 1541

AARP Membership (a) (b) (c)

Member 42% 41% 45%

Non-Member 58% 59% 55%

Gender

Male 51% 50% 57% ab

Female 49% c 50% c 43%

Age

45 - 49 27% c 25% 22%

50 - 59 21% 27% ac 21%

60 - 69 27% 27% 30%

70+ 25% 21% 27% b

Ethnicity

Caucasian/Other 63% b 56% 66% b

Black 13% 14% c 9%

Hispanic 16% c 17% c 13%

Asian 8% 13% a 12% a

Who In Family Tree* 835 386

Child 7% 12%

Parent 38% 39%

Grandparent/G-Grandparent 49% 41%

Other 6% 8%


Types of Multi-Generational Trips

• For the most part, a multi-generational trip is seen as adomestic adventure that can betaken by car or by air.

• Traveling to a locale where afamily member lives may beindicative of some respondentsassociating family gatherings(holidays, summers) as a multi-generational “trip.”

Base: Total Respondents (n=1,221)Q4: Which of the following best describes the types of Multi-Generational Trips you have taken or anticipate taking? Select all that apply

50%

44%

37%

15%

0%

20%

40%

60%

Drive 50+miles

Fly within U.S. Travel towhere afamily

member lives

Fly outsideU.S.

Mode of Transportation

12


KEY FINDINGS

13


7%Child

39%Parents

49%Grand-Parents

6%OtherFamily

Q6: To start, how many Multi-Generational Trips have you taken in the past 2 years (December 2012 – December 2014)?Q8: In context of the family tree, when on a Multi-Generational Trip, who are you?Q9: Who went on the trip?

• Among 45-plus travelers whohave taken a multi-generational trip in the past2 years, most are either the“parent” or “grandparent” onthe trip.

• It appears these trips oftenmix families, with more than50% of respondentsreporting the presence ofin-laws on their most recentmulti-generational trip.

Base: Travelers (n=835)

Family Tree Context

Travel with:Child(ren) – 90%Spouse – 77%Parent(s) – 54%In-Law(s) – 53%Extended Family – 46%

Travel with:Grandchild(ren) – 97%Child(ren) – 95%Spouse – 76%In-Law(s) – 66%Extended Family – 16%

Avg # of TripsTaken in Past

2 yrs:

3

With Who & How Often

14


36%

25%

1%

1%

2%

3%

5%

7%

9%

13%

14%

0% 20% 40%

No Special Event

Other

A Birth

Retirement

Overcoming an Illness

A Success

Graduation

Anniversary

Wedding

Birthday

Reunion

Trip Inspiration

15

Q10: Which special event, if any, inspired this most recent Multi-Generational Trip?

• The biggest inspiration for a multi-generational trip stems from the desire to spendquality time with one another, and one-third of travelers have made it a family tradition.

– Among special events, reunions and birthdays appear to spark the most multi-gen travel, specificallyamong those 50-59 years of age.


Trip Inspiration

61%

33%

15%

10% 11%

0%

20%

40%

60%

Best way tospend time

together

It's a familytradition

Tryingsomething

new

Other No specialreason

Other Reasons for Trip

Family TimeAppealing Destination

Family TimeAppealing Destination

Q10b: What other reasons, if any, inspired you to take a Multi-Generational Trip?Base: Travelers (n=835)


47%38%

57%

43%

23%

21%29%

20%

20%

26%

18%

8%

9%28%

6%

14%25%

14%9%

45%

0%

20%

40%

60%

80%

100%

Total Child Parent Grand-parent Other

I did

It was agroup effortChild orSpouseSomeoneElse

The Planning

16

• In context of the family tree, the middle generation, or “parent,” is most likely theperson planning the majority of the multi-generational trip.

The Trip Planner

Q11: Who planned the majority of your most recent Multi-Generational Trip?Q11_2: Approximately, how old is the family member who made the majority of the plans for your most recent Multi-Generational Trip?


52

60

Average Age

Family role on MG trip


4%

8%

11%

11%

5%

7%

34%

35%

39%

61%

0% 20% 40% 60%

Don’t know

None

Other

Other travel websites

Blogs/personal websites

Social media

Travel information websites

Review websites

Travel booking websites

Hotel, airline, rental car websites

Travel Planning

17

Q11c: What specific online tools or websites were used to help plan this trip?Q11b: As far as making reservations (hotel, flight, dinner, etc.), how was that handled?

• When planning a multi-generational trip, it appears travelers go directly to hotel, airline, or rental carsites rather than using travel booking sites.

– This behavior appears somewhat driven by the planner’s age; those age 60-69 are more likely to use hotel, airlines, andrental car sites than are those age 45-49.

• More often than not, one person is responsible for coordinating the major reservations for the group,such as flights, accommodations, and dinners.


Online Travel Tools Used to PlanMulti-Generational Trip

58%

20% 20%

2%

0%

20%

40%

60%

80%

One primaryperson

Each familyresponsible for

their own

A few people Other

The Reservation Maker


Destination Snap-Shot

18

• The majority of multi-generational traveloccurs domestically.

– Hispanics and Asians are more likely than other ethnicitiesto take an international multi-generational trip.

• Those traveling aboard are very likely to visitmore than one destination.

• Approximately one-third, regardless iftraveling domestically or internationally, havechosen a nostalgic destination to share theirchildhood experiences with youngergenerations.

Where In The World

Multiple Destinations

80% 20%

Domestic International

38%Yes

32%Yes

Nostalgic Destination

66%Yes

33%Yes

n=666 n=170


Q12: Did you travel internationally or domestically for this trip?Q13: Did you go to multiple destinations on your trip?Q14c: Was this destination chosen so that the younger generation could have a similar childhood memory/experience that you had?


Selected Destinations - Domestic

75%

11% 10%7%

4% 4%

39%

25%

12%

5% 3% 5%

0%

20%

40%

60%

80%

U.S. Cities (NET) Florida (SUBNET) California(SUBNET)

Northeast(SUBNET)

Texas (SUBNET) South Carolina(SUBNET)

Other EntertainmentCities (NET)

Orlando Hawaii Las Vegas Other

Destinations ChosenAmong Domestic Travelers

• Multi-generational domestic travelers visit a variety of places, with one-fourthchoosing an entertainment-focused city (Orlando, Las Vegas, etc.).

– The South attracts more AARP members than non-members, with significantly more Caucasians andHispanics choosing Florida than other ethnicities.

19

Base: Domestic Travelers (n=666)Q14a: Where did you go on your most recent Multi-Generational Trip?Q14b: And why was this location chosen for your Multi-Generational Trip?

“It is a scenic beach location.”[California]

“The kids love Disney World and weplan a trip every few years.” [Florida]

“Never been there.” [Hawaii]

“We always spend time there – for 40years or so.” [Maine]

“Beaches, weather, golf, beauty.”[South Carolina]

New Orleans, D.C., Anaheim, NYC


• Cities and beaches are most popular fordomestic multi-generational trips, followed byamusement parks.

20

Base: Domestic Travelers (n=666)Q16: Which of the following best describes the type of location that was chosen for this trip?Q16b: Which specific water experience did you have?

City Beach Amusement Park

On the water* Town Mountains

Parks/Campgrounds Other

27%

9%

9%

Type of Location Trip Length

24%

16%

5%

3%

7%

80%

18%

33%29%

20%14%

6%

0%

20%

40%

60%

80%

100%

OneWeek or

Less(Net)

1-3 days 4-5 days 7 days Morethan One

Week(Net)

7-10days

14 days

Location & Length of Trip – Domestic

• Domestic multi-generational trips generally span4-7 days.

Base: Domestic Travelers (n=666)Q15: Approximately, how many days was your most recent Multi-Generational Trip?


36%

8% 7%

21% 22%

5% 5% 4% 3%5%

15%

8%5%

14%

0%

20%

40%

Caribbean/South

America(NET)

Jamaica Bahamas Other Europe(NET)

France Italy Spain London Other Mexico(NET)

Canada(NET)

Asia(NET)

Other(NET)

Destinations ChosenAmong International Travelers

Selected Destinations – International Travelers

• International travelers tend to favor the Caribbean over European multi-generational trips,perhaps driven by the high incidence of cruises being taken (26% of all international tripsvs. 1% of domestic trips).

21

Base: International Travelers (n=170)Q14a: Where did you go on your most recent Multi-Generational Trip?Q14b: And why was this location chosen for your Multi-Generational Trip?

“Family friendly.” [Bahamas]

“My daughter’s favorite city.”[Paris, France]

“Historical.” [Venice, Italy]

“All-inclusive that caters fromyoung to old.” [Jamaica]


Location & Length of Trip – International

• A beach or a cruise (91% of “On the Water” responses)

dominate the international destinations chosenfor a multi-generational trip.

22

Base: International Travelers (n=170)Q16: Which of the following best describes the type of location that was chosen for this trip?Q16b: Which specific water experience did you have?

City Beach

Amusement Park On the water*

Town Mountains

Parks/Campgrounds Other

21%7%

2%

Type of Location Trip Length

29%

1%

29%

1%11%

53%

3%

17%

33%

47%

22% 25%

0%

20%

40%

60%

80%

100%

OneWeek or

Less(Net)

1-3 days 4-5 days 7 days Morethan One

Week(Net)

7-10days

14 days

• An international multi-generational trip istypically a week or longer.

Base: International Travelers (n=170)Q15: Approximately, how many days was your most recent Multi-Generational Trip?


30%

6%

29%37%

5%

40%

50%

43%33%

58%

3%

19%

5%2%1%

3%

24% 25% 20% 27%

23%

2% 2%

14%

0%

20%

40%

60%

80%

100%

Total Child Parent Grandparent Other

I paid Each family paid their own My parent(s) paid My child(ren) paid A combination Other family member paid

Trip Costs and Payers

23

Q11b_1: Did the group decide beforehand how the trip expenses would be handled?Q11b_2: And in regards to paying for the trip, how were the big expenses, like hotel and flight, handled?

• Before setting out on their trip, almost all travelers knew how the expenses wouldbe handled, and in many cases, each family took care of their own costs.


How “Big Expenses” Were Paid For on Trip

Finances DecidedBefore Trip

Finances DecidedBefore Trip

91% 85% 89% 94% 92%

Family role on MG trip


Spending Habits

24

Q11b_6: Regarding your most recent Multi-Generational Trip, which of the following best describes your personal spending habits?

• Most see multi-generational travel as a mixture of splurging and budgetedexperiences.

– Those traveling internationally are more apt to see the multi-generational trip as atime to splurge than do domestic travelers.


9%

19%

61%

62%

30%

19%

Splurge Mix of splurge and budgeted Budgeted

Domestic

International

How Approached Spending

*

* Indicates a significant difference between types of travelers

*


Accommodations

25

Q17: Did everyone stay at the same accommodations on this trip?Q18: Which of the following best describes the type of accommodations where the majority of people stayed at on this trip?

• When it comes to lodging, hotels are a popular choice for multi-generational travel.

– Domestic travelers also stay at vacation rental homes and resorts.


81% of travelersstayed at the

sameaccommodationwith their entire

family

81% of travelersstayed at the

sameaccommodationwith their entire

family

9%

4%

36%

19%

11%

33%

22%

3%

1%

17%

21%

43%

0% 20% 40%

Other

Bed & Breakfast

Cruise Ship Cabin

Resort

Vacation Rental Home

Hotel

Domestic International

Where Everyone Stayed


Trip Activities

26

Q19: What types of activities did your most recent Multi-Generational Trip include and who participated in each activity?Q19b: What theme park/amusement park did you visit?

• During a multi-generational trip, the whole group partakes in dining out, sightseeing,and relaxing together.

• Popular individual activities include sneaking in some quiet time, sports, and highadrenaline activities.


Activities Engaged Inby Whole Group and Some Individuals

81%

53%50%

34%

26%23%

18% 18% 17% 16% 16%

7% 5% 4%

17%

26%23% 23%

36%

16%

21%

8%

28%

13% 14% 12%

22%

16%

0%

20%

40%

60%

80%

100%

DiningOut

Sight-seeing

Relaxing byPool /Beach

Cooking QuietTime

ThemePark

BoardGames

Picnics Outdoor/Nature

Activities

Theater/Art/

Culture

Museum SportingEvent

Sports HighAdrenalineActivities

Whole Group Some Individuals

Disney is mentioned 29% of thetime by travelers who visited atheme/amusement park.

Disney is mentioned 29% of thetime by travelers who visited atheme/amusement park.


Favorite Trip Activities

27

Q19c: Thinking about all of your past Multi-Generational trips, please select the 3 activities your family enjoyed the most.

When asked the top 3 activities enjoyed most while on a multi-generational trip,travelers rank:

1. Spending family time together

2. Dining out

3. Relaxing by the pool


14%

17%

18%

33%

41%

49%

72%

0% 20% 40% 60% 80% 100%

Outdoor/Nature Activities

Cooking

Theme/Amusement Park

Sightseeing

Relaxing by the pool/beach

Dining out

Spending time together as a family

Most Enjoyed Activities onMulti-Generational Trips


Good Ideas for Multi-Gen Travel

28

Q25b_1/25b_2: Based on your most recent experience, which of the following are good ideas for [adults/grandparents] on a Multi-Generational Trip?

• Approximately half of all parents and grandparents who have taken a multi-generational trip recommend speaking up about the types of activities to do whiletraveling, and where to go. In addition, they think it is a good idea to take the kids,only, out for a special activity.

– Grandparents feel more compelled to pay for a group outing than do other adults on the trip.

Base: Adult (n=351), Grandparents (n=349)

53% 52%

40%

22%

4%

56%64%

33%

54%

4%

0%

20%

40%

60%

80%

100%

Share suggestions forplaces to go/things to

do

Take kids out for aspecial activity

Alone Time Pay for a group outing Other

Adults Grandparents

Good Ideas forAdults and Grandparents


Trip Benefits

29

Q22a: Please review the list of possible Multi-Generational travel benefits below, then rank order them according to how well they describe the benefits you received from your most recent Multi-Generational Trip.

• As might be expected, the biggest benefit of a multi-generational trip is bringing thefamily together and building fond memories.


Brought the entire family

together (83%)

Top Benefits

Helped us build fond

memories (69%)

Grandparents were able

to spend time with the

grandkids (50%)1%

9%

12%

29%

36%

0% 20% 40%

Other

Adult relatives spent timewith each other (no kids)

Economical/shared costs

Adult relatives spent timewith younger generation

Quality one-on-one time withfamily/spouse

Other Benefits


Trip Challenges

30

Q22b: Please review the list of possible Multi-Generational travel challenges below, then rank order them according to how well they describe the challenges you experienced from your most recentMulti-Generational Trip.

• According to multi-generational travelers, the toughest part of the trip is planningactivities and choosing a destination that will appeal to all.


3%

7%

13%

16%

17%

0% 20% 40%

Other

Deciding who would pay/howexpenses would be allocated

Ensuring any specialmedical/travel needs are

taken care of

Making sure everyone isgetting along

Getting some down timeduring the trip

Other Challenges

Planning activities so

everyone is having a

good time (54%)

Identifying a destination

that is appealing to all

(46%)

Top Challenges


Trip Limitations

31

Q23a: What, if anything, got in the way of having fun during your most recent Multi-Generational Trip?Q23c: What might you do differently on the next Multi-Generational Trip to make it the best it could be?

• When it comes to having a good time while on their trip, over half of all travelerssaid “nothing” got in their way.

– Among those who identified some barriers to having a fun time, the physical limitations of some familymembers is cited most often.


21%

13%10% 9% 8% 7% 6% 5% 4% 5%

52%

0%

20%

40%

60%

Physicallimitations

Differentinterests

Technology Kids onphones

Familydynamic

Age rangeof familymembers

Peopleworking

Adults onphones

Child(ren)'snap time

Other Nothing

Barriers to Having Multi-GenerationalTravel Fun

“I would make sureeveryone gets to do

something they want”

“Throw adult’s cellphones in the

lake.”

“Better planning forolder family

members needs.”


Satisfaction

• Multi-generational trips arehugely satisfying!

32

Q21a: When it was all said and done, how satisfied were you with your most recent Multi-Generational Trip?Q21b: What did you enjoy most about your Multi-Generational Trip?Q21c: What did you enjoy the least about your Multi-Generational Trip, if anything?


Enjoyed Most

Enjoyed Least

“Spending time with thefamily and seeing the

old generation enjoy theyoung generation and

vice versa.”

“Spending time togetherand having fun withoutthe worries of day-to-

day.”

“Being with family,relaxing, enjoying water,

dining out.”

“Hanging out at a pubwhere everyone wasentertained, playing

pool, poker and listeningto music.”

“The travel to and from.” “Too many activities.”

“Keeping everyonehappy.”

“The cost.”

98%very/somewhat

satisfied with mostrecent multi-

generational trip

98%very/somewhat

satisfied with mostrecent multi-

generational trip


85%

7% 8%

0%

20%

40%

60%

80%

100%

Very/ SomewhatLikely

Neither Very/ SomewhatUnlikely

Future Multi-Generational Travel

• Among those who recently took a multi-generational trip, most are likely to plan anothergetaway within the year.

• Among those who did not choose a nostalgic destination on their most recent trip, one-third arelikely to visit such a place in the future with their family; a more popular disposition for thoseunder 60 vs. over 60 years of age.

33

Q24: How likely would you be to take another Multi-Generational Trip in the next 12 months(January 2015 – December 2015)?

Q25: Why are you [Q24 response] to take another Multi-Generational Trip in the next 12 months?


Likelihood to Pick a NostalgicDestination for Next Trip

“I'm addicted tothis type of fun”

Likelihood to Take Another Multi-Generational Trip

Base: Travelers Who Did Not Choose Nostalgic Destination (n=526)

35%28%

37%

0%

20%

40%

60%

80%

100%

Very/ SomewhatLikely

Neither Very/ SomewhatUnlikely

Q14d: In the future, how likely are you to take a Multi-Generational Trip to a destinationyou went to as a child so that the younger generations can experience a similarchildhood memory?


KEY FINDINGS:BARRIERS

34


Barriers – Planning a Trip

Q43: What, if anything, had/has stopped you from taking a Multi-Generational Trip? Base: Travelers/Dreamers Planning Trip (n=1054)Q44: What has stopped you from making the idea of a Multi-Generational Trip a reality? Base: Dreamers Not Yet Planning (n=162)

• The biggest obstacle in planning a multi-generational trip is finding a date thatworks for everyone, followed by cost and feeling overwhelmed while trying tocoordinate the trip.

29%

6%

3%

9%

16%

17%

18%

20%

20%

38%

0% 20% 40%

Nothing specific

Other

Not sure where to start

Family dynamic not right

Health issues

Agreeing on a destination

Finding time to make a priority

Overwhelming to coordinate

Worried about costs

Agreeing on a date

Reasons for Not Taking/Planning a Trip

35


Barriers – Non-Travelers

36

S13: In your opinion, what has been difficult or has stopped you from planning a Multi-Generational Trip?

Base: Non-Travelers (n=1537)

20%

7%

4%

6%

8%

15%

16%

18%

19%

19%

24%

30%

0% 20% 40%

Not applicable

Other

Don't have time

Too much effort

Can't find a destination everyone would enjoy

Too many people to coordinate

No desire to take such a trip

Different travel preferences within family

Cost

Different budgets within family

Family dynamic not ideal

Coordinating schedules

What Has Prevented Planning a Trip

• Among those not interested in a multi-generational trip, their family dynamic,including budgets, interests, and a desire to be together, is distinctly different thanit is for those who have or will be taking such a trip.


APPENDIX

37


Satisfaction - Travelers

38

Q21b: What did you enjoy most about your Multi-Generational Trip?Q21c: What did you enjoy the least about your Multi-Generational Trip, if anything?

• Coded Open-Ended Questions


Enjoyed Most

Total

Family Time 77%

Enjoyment (such as relaxing, havingfun)

13%

Activities (such as dining out,sightseeing)

12%

The Location 7%

Celebrating an Occasion 4%

Other 5%

Enjoyed Least

Total

Travel Logistics 21%

Duration of Trip (too short or toolong)

10%

Price 8%

People on the Trip/Family Issues 8%

Activities 6%

Weather 4%

Leaving 4%

Location 4%

Other 10%

Nothing 24%


Methodology

• A 10-minute online survey was conducted amongmales and females, age 45-plus, who have takenat least one trip 50 miles or more away from home,with a two-night stay, in the past two years.

• Respondents were further identified as havingtaken a multi-generational trip in the past twoyears, or intend to take one in the next year.

• The survey was in field from January 26 –February 4, 2015.

• A total on n=1,221 surveys were completed; finalcounts are detailed in the table to the right.

• Final data has been weighted to U.S. Census foranalysis.

39


Research Team

40

This research was designed and executed byAARP Research, 50+ Research Department.

and

In partnership with:

AARP Research, 50+ Research

Allison Kulwicki, Research Advisor [email protected]

Patty David, Sr Research Advisor/Team Lead [email protected]

Teresa Keenan, Director [email protected]

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