When it comes to family vacations, home really is where the heart is. According to new research released today by luxury destination club Inspirato with American Express, families are among the heaviest users of vacation home rentals this year, representing 56 percent of all vacation home rental lodgers. Families are also more likely to value the benefits of vacation homes than other travelers.
The survey, conducted online by Harris Poll on behalf of Inspirato among over 2,000 adults in June, also provided insight into which benefits unique to vacation homes are most valued by traveling families. According to the survey, 93 percent of all those traveling with families cited “having privacy” as important or very important. Next on the list was “having space to spread out” with 83 percent of families citing it as important or very important. The third most important benefit was the “ability to stay with children and/or family and/or friends under one roof,” with 82 percent citing it as important or very important.
Several other benefits largely unique to vacation home rentals were all also cited as being important or very important to more than half of traveling families, including providing guests a more authentic destination experience, having common areas to accommodate groups of people and having a private kitchen to prepare meals.
The survey also looked at the top perceived obstacles around choosing a vacation home rental. Not having the services and amenities of a resort or hotel was the top obstacle cited to choosing a vacation home rental for those vacationing with families (cited by 18 percent of traveling families). Problems arising in the home during their stay, such as the refrigerator breaking or air conditioning malfunctioning, was the second most cited obstacle (cited by 15 percent of traveling families). Inconsistent and unreliable quality was the third most cited obstacle (cited by 13 percent of traveling families).
Survey results also indicate that an uptick in vacation home rental lodging is likely in the future. “Almost two in five, or 38 percent of Americans, and nearly half — 48 percent — of this year’s family travelers said that they would be more likely to stay in a vacation home rental over other lodging options in the future,” said Regina Corso, Vice President, The Harris Poll. “This shows the trend of families choosing vacation home rentals for their lodging option is likely to continue to be a factor in travel.”
About 1/2 of likely domestic travelers have children living at home. In the next year, about 46% of these audience members will travel to the beach, 35% plan to go to a theme park and 28% will visit a casino. And, 25% of these consumers will invest in a new car or truck, perhaps in time to make a long road trip. In the past year, these consumers were more likely than average to start an online search as a result of advertising they saw in magazines or during pre-show times at the movie theater. These formats may work well for vacation property rental marketers.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.