Families plan more travel despite cost pressures

Multigenerational trips and hotel stays drive new opportunities for the hospitality sector

Family travel in the U.S. is poised for strong growth in the coming year, with most parents planning trips despite financial concerns. The latest Family Travel Survey by the Family Travel Association and NYU’s Tisch Center of Hospitality reveals that affordability, cleanliness, and space are shaping how families choose where to stay — and hotels stand to benefit.

Key takeaways

• Rising demand for family travel: 92% of U.S. parents say they are likely or very likely to travel with their children in the next 12 months.
• Steady or higher travel spending: 81% of parents plan to maintain or increase their domestic travel budgets, signaling confidence despite economic uncertainty.
• Hotels remain preferred accommodation: 80% of parents and 51% of grandparents plan to stay in hotels, valuing cleanliness, safety, and proximity to attractions above all else.
• Affordability challenges persist: 73% of parents cite affordability as a key concern; nearly half will avoid hotels or airlines with hidden fees, while many seek rooms with kitchens to save on dining costs.
• Growth in multigenerational travel: 57% of parents plan to travel with both children and grandparents, increasing demand for larger or connected hotel rooms.
• Significant market potential: The kid-friendly travel segment could represent a $175 billion opportunity for hotels globally, driven by extended-family groups booking multiple rooms and longer stays.

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