Parent-child travel refers to the travel of
parents or relatives and children. With a family combination of “2 big 1
small”, “2 big 2 small” and “4 big 1 small”, we build a good parent-child
interaction relationship and education plan from water park equipment. Implement the "Traveling
Baby" campaign. Since the rise of study tour in 1998, and the hot-selling
of the parent-child variety "Daddy Goes" in 2013, the market has been
paying more and more attention to parent-child travel. Tourist companies have
entered the parent-child travel market, and high-quality parent-child travel
destinations and products have begun. Was introduced. “Bringing children” has
become a new trend for young parents to travel and play, and the domestic
parent-child market has begun to rise.
Parent-child travel market continues to
rise
According to China's population-related
data released by the State Council Information Office, the total population of
mainland China at the end of 2018 was 1,139.38 million, an increase of 5.3
million from the end of the previous year. The annual birth population was
15.23 million, and the birth rate was 10.94‰. According to the national census,
the population of China's “post-90s” is currently 175 million. The current age
range is between 18 and 27 years old, and it has entered the age of marriage.
"80s" and "90s" will become the main consumer of the
"parent + travel" scene.
In the survey report of China Children's
Industry Research Center, 80% of the households surveyed accounted for 30% to
50% of household expenditures, and the changes in parent-child travel to
promote “clothing, food, housing and shopping” have immeasurable radiation. The
"post-80s" and "post-90s" consumption concepts are more casual
than the previous generation. The concept of parenting is also more refined.
The quality of tourism products and services is higher, and the willingness to
consume is stronger. They are good at sharing through word of mouth. To
influence the people around you. According to the survey conducted by
iResearch, from July 2017 to September 2018, the Baidu Index of the
“Family-Friends Tour” topic increased every month. Parent-child travel to the
wrong peak will become the norm, travel time will be more dispersed, and the
future will show a mature and steady growth trend. The “post-80s” and
“post-90s” consumers’ demand for hotels has initially met the basic
physiological needs and has been upgraded to hope that the hotel can provide
some additional services, such as IP-implanted parent-child rooms, parent-child
theme activities, and indoor parents in the hotel. Water parks, etc.
Parental decision-making, child-centered
Children are at different ages, parents
have different needs for travel routes, and tourism consumption decisions are
based on the characteristics and needs of children. Children's age, gender,
preferences, physical condition, personality characteristics, etc. are all
consumed by parents. Key factors to consider before making a decision. As the child
grows older, the child will actively participate in the decision-making
process. Parents of infants and young children aged 0-3 pay attention to
enjoyment of "leisure". After the child is 4 years old, parents pay
more attention to the combination of "play" and "learning",
and tend to choose a teaching line that is fun and educational. From the
perspective of educational demand, research travel has been officially
incorporated into the education system. With the rise of STEM education, comprehensive
education projects with tourism as a carrier are increasingly popular in the
market. The “post-80s” and “post-90s” interviewed said that travel can
construct a good parent-child interaction relationship, which is a better
school for children, and child-centered parent-child travel can broaden their
horizons and enhance the family’s feelings. . The content of parent-child
products should at least include education, play, interaction and certain
sociality.
Among the institutions involved in the
“family-child tour” are online travel platforms, offline travel agencies,
professional parent-child travel agencies, and early education training
institutions. Businesses are increasingly focusing on the infinite segmentation
of the parent-child market, by age, motivation, family structure, and
destination type. According to age, it is specifically for preschool children,
providing a safer way to play, but also more concerned about primary and
secondary school students, may emphasize the addition of knowledge. More and
more three-generation combination travel is accompanied by parents to take the
children to go out to travel. First- and second-tier cities, parents, holidays
and weekends, short-term parent-child trips for weekend trips, surrounding
tours, time 1-2 days, specific scenes for indoor theme parks, theme parks,
zoos, botanical gardens, museums, etc.; medium and long-term domestic
parent-child tour 3 It is mainly on the 6th, and the location is generally the
surrounding farmhouses, special scenic spots, seashores, etc.; the travel time
of foreign parent-child travels varies from one week to three weeks, mostly in
Australia, Japan, the United States, and the United Kingdom.
Parent-child travel time is limited by
holidays
Parents' parent-child companion time is
usually concentrated between 18-22 points, that is, after workdays on weekdays;
during weekends or holidays, parent-child companionship is more average. In
parent-child companionship, mother will spend more time with the child, as the
main force to accompany the child and purchase decision-makers. From the
perspective of parent-child companion time, more than half of the parents said
that their long working hours and children's schooling are the main reasons for
restricting parent-child travel time. Children who are eager to develop
friendship with their peers, their relationship with their peers is more based
on the needs of companionship, games and fun. Due to the relatively heavy
academic burden, the travel time is relatively concentrated, winter vacation,
summer vacation, legal holidays and weekend time.
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