Booking.com Uncovers Family Travel Trends For Summer 2024
At a glance
- Accommodation searches by families grew 8% year-on-year; flight searches surged 21% globally for summer 2024.
- Value for money motivates 50% of families; 62% prioritise quality time as primary travel driver.
- Albania's Durrës ranks first in trending destinations; European children appear in 42% of flight searches.
- 55% of families cite media influence on food-related travel choices; 48% plan to use AI tools.
- 74% of families rank air conditioning as most important amenity; 31% would budget for travel childcare.
What the report covers
Booking.com surveyed 32,300 leisure travellers across 32 countries in January–February 2024 to identify family travel motivations and destination preferences for summer 2024. The platform analysed accommodation and flight search data comparing April 2024 against April 2023, and January–March 2024 against the same period in 2023, for June–September travel dates. Research examines how budget consciousness, media influence, AI adoption and comfort priorities shape family vacation planning.
Key findings
Accommodation searches including children rose 8% year-on-year; flight searches grew 21% globally. According to Booking.com's search data, these increases reflect sustained family travel demand. Almost two-thirds (62%) of families prioritise quality time together; 58% seek relaxation; 48% wish to discover new places.
Budget-friendly destinations drive family bookings, with 50% citing good value for money as the top motivator. Albania's Durrës ranks first in trending destinations, followed by Tangier and Marrakech (Morocco), Destin (Florida) and Seville (Spain). Family motivations align with these destinations' appeal: scenic beaches, local cuisine and cultural experiences.
European children are most travelled, appearing in 42% of regional flight searches, compared to 33% in Asia and 32% in North America. Egypt, Denmark and Poland lead in child-inclusive flight searches, each exceeding 50%. The UAE, Australia and Egypt show highest rates of families travelling to different continents.
Media significantly influences travel decisions: 55% of families are inspired by shows or films to visit food-focused destinations. Adoption of AI tools for trip planning reaches 48%. Travel childcare emerges as potential trend, with 31% globally willing to allocate budget for it—exceeding 50% in India, Hong Kong and Thailand.
Comfort amenities rank high: 74% cite air conditioning as the most important facility when booking. Booking.com's platform spans 29 million listings across 220 countries, including 7.4 million homes and apartments, indicating strong non-hotel accommodation presence for family travellers.
Key numbers
| Metric | Value |
|---|---|
| Accommodation search growth (families with children) | 8% |
| Flight search growth (families with children) | 21% |
| Families citing value for money as top destination motivator | 50% |
| Families prioritising quality time as travel motivator | 62% |
| Families planning to use AI tools in 2024 trip planning | 48% |
| Families willing to budget for childcare during trips | 31% |
| Families citing air conditioning as most important amenity | 74% |
| Families inspired by shows or films for food-related destinations | 55% |
Figures as published in the source; forecasts and survey results are labelled as such in the note.
Why it matters
DMOs & destinations
Emerging destinations like Durrës compete on value and experiential appeal. Budget consciousness remains paramount; DMOs must emphasise affordability and unique local experiences. Media visibility drives bookings: 55% cite shows and films as inspiration, signalling opportunity for content partnerships and destination storytelling.
Hotels & hospitality
Family-focused amenities command positioning: 74% prioritise air conditioning. Non-hotel accommodation (7.4 million listings) creates competitive pressure on hotels. Travel childcare services may differentiate properties, particularly in high-demand regions. Operators should enhance family-friendly messaging and amenity tagging to capture growth in family search volume.
Travel tech & distribution
AI adoption in trip planning (48%) represents product opportunity; Booking's AI Trip Planner pilots in US, UK, Australia and New Zealand indicate early-mover advantage. Flight search surge (21% YoY) outpaces accommodation (8%), suggesting bundling potential. Media-inspired bookings signal opportunity for content integration and algorithmic recommendations.
Methodology and limits
Booking.com conducted two independent surveys: Travel Trends 2024 surveyed 32,300 respondents across 32 countries in January–February 2024 among leisure travellers with prior overnight trips planning 2024 travel. Travel Predictions 2024 surveyed 27,730 respondents across 33 countries in July 2023. Accommodation search data spans April 2023–April 2024 for June–September check-ins; flight search data spans January–March 2023–2024 for June–September departures, compared year-on-year. Search figures are observed platform metrics; survey findings reflect self-reported intentions and are subject to respondent bias. This brief is based on publicly available press release only.
Official source
The report is © Booking.com. This brief is an original editorial summary by TourismIntel — it quotes only figures published in the source and never reproduces the document.
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