Family bookings fuel sales growth for a seventh year

Family bookings fuel sales growth for a seventh year

Family bookings are driving this summer’s outbound growth, with sales rising at double the rate for non-families.

Industry analyst GfK reports family bookings for summer 2018 up 6% year on year to the end of January, against a 3% rise for non‑family bookings, contributing to a 4% increase for the market overall.

It follows a summer 2017 performance that GfK described as “exceptional given the uncertain background” when family bookings rose 13% on 2016 against a 7% increase for the total market.

Growth in family bookings has outpaced non-family sales since summer 2012, with the sector now accounting for almost 40% of summer bookings compared with just over 20% of winter sales.

However, the average selling price (ASP) of family holidays is significantly lower than for non‑family bookings, with a current difference for summer 2018 of about 23%.

GfK senior client insight director David Hope said: “The difference is due to product mix. The family market is dominated by traditional beach holidays, while the non‑family has more escorted tours and cruises, longer durations and a higher proportion of long-haul.”

All-inclusive holidays account for 61% of family bookings for this summer to date and are up 8% year on year.

Hope said: “Growth in the family market is linked with all-inclusive growth, providing the security of being able to control the budget.”

He added: “The family market traditionally books earlier than the non-family, but this year it is even stronger than normal.”

Most summer 2018 family bookings to date (93%) have been for seven to 14 nights, with seven-night bookings up 15% year on year, but 14 nights down 7%.


This is a community-moderated forum.
All post are the individual views of the respective commenter and are not the expressed views of Travel Weekly.
By posting your comments you agree to accept our Terms & Conditions.

More in travel-agents