Are We There Yet?
Uncovering the barriers and unmet needs of traveling families and the opportunities for brands to address them
Morning Consult’s family travel report examines the attitudes, behaviors and expectations of parents who travel with children under the age of 18. Based on survey interviews with more than 4,400 U.S. adults, this report provides insight into how these consumers interact with the travel industry and what they want from brands.

Our report also gives voice to the consumer, including quotes throughout from parents who shared stories of their families’ travel experiences — the good, the bad and the ugly.
  • Parents want to travel more with their children but need additional help from brands to do so.
  • Complicated logistics and time to prep are critical roadblocks to family travel.
  • Accessibility and transparency will help brands win loyal customers for life.