Parents choose holiday destinations based on bonding experiences

New independent research commissioned by the Singapore Tourism Board has unveiled insights into how Australians plan their family holidays.

The Australian Holiday Memories Report recognises the importance of holidays, which allow families to spend quality time together to create long-lasting memories. Interestingly, Gen X parents (75%) are the most sentimental group seeking out shared experiences for the whole family, compared to Gen Y (66%) or Baby Boomers (59%).

The research also identified that the number one thing Australian families look for when it comes to choosing a destination is a place that offers bonding experiences for the whole family (71%). 

Safety (69%) was voted the second requirement for selecting a destination followed by value (66%).

Not surprisingly, countries which are perceived as ‘easy and accessible’ (English speaking, easy to navigate public transport and reliable hotel options) provide peace of mind for tired parents looking for some rest and relaxation (52%).

Parents with children under five years of age are more likely to look for ease and accessibility (56%) and safety (74%) when choosing a destination, compared to parents with children five to 11 years (51% and 68% respectively) and parents with children 12-17 years (47% and 65% respectively).

Commenting on the findings, Singapore Tourism Board, Area Director Oceania, Sharon Lam, explained “the perfect foundation for a stress-free holiday for Australian families appears to be an eclectic mix of family-friendly activities to excite all family members, combined with a destination which parents deem safe, easy and accessible so they can truly relax.

“The report has shown us that when these fundamentals are in place, families are better able to focus on what’s important – spending quality time together and creating new, happy memories to be cherished for a lifetime.

“We recently had Y Travel Blog visit our shores recently who had a great time. We are glad Singapore is able to offer this proposition for families and welcome more Aussie families to discover Singapore for themselves.”

Once the destination has been chosen and the on-the-ground itinerary planning begins, Australians are filling their days with new experiences and activities that the whole family can enjoy together (67%). Relaxation time is perceived as the second most valued activity (59%) and trumps iconic attractions (57%), good food (54%) and new experiences (50%).

Mothers are more sentimental than father, wanting to share a new experience or activity together (71% compared to 64%). They are also more likely to visit an iconic attraction (62% compared to 53%) and exploring educational activities that their children will enjoy (35% compared to 28%).   

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